The Northbrook, IL-based firm on Monday released a survey that found that recognizing the differences between generational segments and Generation Z’s influence will be critical in serving consumers currently ages 10 through 17. “Retailers must be nimble in order to effectively appeal to Generation Z consumers,” said Farla Efros, President of HRC Retail Advisory. “Resonating with this group at a young age can have a huge impact on retailers’ long term consumer retention and brand loyalty. Social media and digital advertising will be dominant in marketing strategies targeted to Generation Z, but retailers must adopt these mediums in interactive ways to inspire and engage this emerging generation of consumers.”

The survey also found that Generation Z influences their parents’ purchases, YouTube is the their favorite social platform, they name their friends as their biggest influences, and they are still shopping at malls. 82% of parents surveyed said their children have some influence over purchasing decisions, and 93% of Generation Z respondents said they have influence over certain categories such as clothing, footwear, accessories or cosmetics. 54% of Generation Z respondents said that they visit YouTube daily for information, and half of Gen Z respondents said they visit Facebook daily, followed by Instagram at 34% and Snapchat at 29%. 72% of Gen Z respondents said they visit the mall at least once a month, stay for at least an hour, and visit just over 4 stores on average. In addition, 62% of Gen Z respondents said their friends influence their buying decisions most, and 89% said they are more likely to enter a store based on where their friends shop. Athletes and celebrity and singer endorsements have little influence on Gen Z shoppers at 14%, 6%, and 7%, respectively. Considering how Generation Z is the first generation to experience social media at a very young age, it makes sense that friends influence their shopping decisions most because they interact every day in person, over the phone or over the Internet. Generation Z is also spending their time on the Internet shopping, with 50% of respondents saying they shop online at least once a month. 77% of respondents purchased something on Amazon and 34% purchased something from eBay.