This study compares and contrasts some of the characteristics of Generation Y and Generation Z by implementing an identical survey for both generational cohorts. Information was gathered concerning each group, including basic demographics and Internet usage; independent t-tests were run for the following psychographic variables: Internet shopping satisfaction, social media usage, brand loyalty, and risk aversion. Results revealed that Internet shopping satisfaction and brand loyalty were significantly different. That is, members of Generation Y have greater overall satisfaction shopping with the Internet than members of Generation Z. Also, members of Generation Y have greater brand loyalty than members of Generation Z. There were no significant differences between groups regarding social media usage and risk aversion. Implications for marketers and limitations and suggestions for future research were discussed.
H. REISENWITZ TIMOTHY (Fri,) studied this question.