Report: Millennials most active tech adopters, least influenced by ads

Our take: GenX, Baby Boomers show similarity of thought. Marketing to millenials is a challenge requiring multiple solutions...  |

It may be that different generations have always shopped differently. However, new research from Euclid shows that millennials stand apart from earlier generations in their shopping habits and use of technology.

The new Euclid report (registration required), based on a survey of 1,500 US consumers in March, is called “The Store of the Past Meets The Shopper of the Future.”

It argues that Gen Xers and Baby Boomers are more closely aligned with one another than either group is with millennials.

Overall, millennials are much more inclined to use technology throughout their purchase journey and have different expectations of retail experiences, including in-store.

Use of buy online pick-up in store Source: “The Store of the Past Meets The Shopper of the Future,” Euclid (2018) Millennials appear to be less focused on or impressed by basic retail competencies than Boomers and Gen Xers, who emphasized checkout wait times, inventory availability and simple returns as their top priorities for retailers.

Though somewhat ambiguous, the report suggests that these are baseline or “bare minimum” considerations for millennials: Compared to their other generational counterparts, Millennials don’t put a reasonable checkout time at the top of retail must-haves; just 34 percent indicated this was a focus for...

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