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Do Millennials Shop Differently?

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Millennials’ online shopping habits and responses to digital advertising are not all that different from those of Gen X and older shoppers, according to a recent report from Adroit Digital.

The report was based on data from a survey of 1,000 US and Canadian consumers age 18-34 who own both a smartphone and a personal computer, and 500 US and Canadian consumers age 35 and older and who own both a smartphone and a personal computer.

Below, key findings from the survey.

Retail Browsing

Millennials as well as those 35 and older do the majority of retail browsing in-store (57% and 61%, respectively).


Online Purchase Influencers

Millennials and those age 35+ say review sites have the biggest impact on their online retail purchase decisions.

Among Millennials and non-Millennials, women are more likely to say that social media has no influence on their purchase decisions.

Mobile Shopping

Both age groups are equally likely to purchase from the same categories on a mobile device, with the exception of entertainment: 47% percent of those 18-34 purchase entertainment products/services on mobile, compared with 38% of those 35+.

Digital Advertising

Millennials as well as older shoppers say they are more likely to click on native ads than banner ads (81% of Millennials vs. 75% of those age 35+).

Some 83% of Millennials and 77% of those 35+ say they are bothered by advertisers’ remarketing efforts. However, the tactic seems to work: 73% of Millennials and 75% of older shoppers say they are more likely to return to a retailer's site after seeing remarketing ads.

About the research: The report was based on data from a survey of 1,000 US and Canadian consumers age 18-34 who own both a smartphone and a personal computer, and 500 US and Canadian consumers age 35 and older and who own both a smartphone and a personal computer.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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