Born between 1980 and 2000, millennials have become a focus point for many e-commerce players. Highly connected, they were introduced to the internet at a very early age. This means that market players sometimes struggle to send them the right message. Let’s take a look at the new buying habits of these so-called ‘digital natives’.
With more than
2 billion millennials around the world
, this generation totals
14 million people in the UK, 105 million in the US
, and
more than 400 million in China
. Furthermore, Chinese millennials, who represent a third of the total population, are the most active and informed internet users in the world.
Equipped with their smartphones,
this young generation are purchasing increasingly more from mobile devices
, so much so that 63% do it everyday. Always on the hunt for a good bargain (in the form of promotions, discounts, deals…), they like to have a choice when it comes to buying products. However, as they do not always head directly to the brand or retailer’s site to search for or buy a product, it is important to distribute product catalogues across other marketing channels such as marketplaces, price comparison engines, social media, etc.
Always seeking more information and interaction,
millennials spend a lot of time on social media
with 88% consuming information through Facebook. As a result, they want to communicate with brands through live chats and social media. In fact, 60% would be more loyal to brands who interacted with them on social.
In addition, when it comes to using their data, 63% of millennials are happy to share personal information with brands if it means getting more personalised offers.
To know more about millennials’ behaviour, check out our dedicated guide:
Download our guide!