Bad news for retailers: Younger shoppers generally think they know better than the retail staffers trying to help them.
A worldwide survey by Zebra Technologies found that a majority of internet users ages 20 to 36 think they have access to better information than store staff and can find information more quickly by using their smartphones than by asking for sales help.
Meanwhile, while 55% of respondents in that age range also think that store apps are easier to use than asking for help, even more (59%) say that web searches are more informative than store websites.
Older shoppers were significantly less likely to feel they were better off using personal technology than asking for help in stores.
But the questions seemed to elicit a sense of frustration with traditional sales help among the younger shoppers. One bit of good news for retailers is that more than half of the younger shoppers said they have a better experience in stores where sales assistants "use the latest technology."