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.
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.
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+.
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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