Well, you are not alone. According to new research from Transitions Optical, many of us find it very enjoyable. The study on generation X and millennials’ shopping habits concludes 43% generation X consumers, 59% millennials and 42% baby boomers enjoy shopping for glasses. Most business professionals would agree understanding the customer journey has become imperative in successfully reaching out to consumers. The Transitions’ report focuses on things retailers can do to further improve the shopping experience, specifically in relation to younger consumers.

Selecting eyewear is a complex sequence of choices and decisions and according to the study, the younger generation makes decisions very differently compared to older consumers. Although millennials rate shopping for glasses enjoyable, the one thing that could further improve the experience is clear upfront costs. The study showed as many as 56% of millennials rated cost transparency as the single most important factor able to further improve their shopping experience. Providing broader in-store selections was another factor appealing to many millennials.

Understandably, as with most larger purchases, affordability ranks highest among the factors influencing purchase decision in this young consumer group. The study reports among all wearers, 79% identified the cost as the primary decision driver while perhaps less known, 69% rated the availability of insurance the second most important influencer. Looking at generational breakdown, cost is the biggest influencer for more than 80% of both millennials and generation X compared to 71% for baby boomers.

Aside from wanting transparency and up-front clarity on costs, younger consumers also love a good deal with 67% of millennials testifying to a special promotion influencing their decision - something 58% of generation X agrees with.

In addition to price, other people also have a great deal of influence on purchase decisions, particularly relating to style. As many as 61% of consumers rate eyecare professionals as the most important influencer, closely followed by spouse or significant other at 55%, according to the study.

The report also covered brand recognition and photochromic lenses and was published by Transitions Optical and The Center for Generational Kinetics.