Close to 74 percent of Generation Z and Millennials think think brands should have a physical location instead of only selling online, according to a new study by iModerate.

And the younger the shopper, the more this matters: 80 percent of Gen Z respondents and 82 percent of millennials want brick and mortar, compared to 69 percent of Gen X and 65 percent of baby boomers.

These shoppers consider product interaction to be critical to making a purchase, particularly for apparel, shoes and cosmetics, according to the report.

"One of brick-and-mortar's greatest advantages over other channels is that there's an opportunity for shoppers to interact with products, and that gives them the confidence they need to make a purchase," said Adam Rossow, iModerate chief marketing officer.

But the optimal in-store experience varies by generation. Gen X is looking for an escape from their busy lives and they appreciate a calm environment. Gen Z respondents want a sensory experience and to try products in stores. Millennials want quality and efficiency and are likely to favor big-box stores, while Boomers are increasingly on fixed or limited incomes and pay attention to prices. These shoppers are likely to avoid online orders with shipping costs.

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