What you need to know
Millennials are more digitally native than older generations and consequently, are comfortable making a variety of purchases for various needs and recipients online. Still, many also see value in shopping in stores, depending on the occasion and need. They want to connect with retailers, especially through social media, but also want options designed to meet their shopping preference based on the occasion or type of purchase.
Definition
For the purposes of this Report, Mintel has used the following definitions:
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Millennials are defined as the generation born between 1977 and 1994. In 2019, Millennials are aged 25-42. In reference to the consumer survey findings, Millennials are defined as:
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Younger Millennials: internet users aged 25-32
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Older Millennials: internet users aged 33-42
This Report will focus on how Millennials are shopping online across categories, including what motivates consumers to shop online, what barriers currently limit or prevent consumers from purchasing online, and what retailers can do to improve online shopping in the future.
Readers of this Report may also be interested in iGen/Gen Z Online Shopping Habits – US, May 2019 as well as Marketing to Millennials – US, June 2019 and June 2018.
