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Understanding Millennials' Online Habits

Millennials. Also known as Generation Y, they are the predecessors of Generation Z. They are usually defined as the people born from the early 1980s to the early 2000s.

Millennials are the first generation to have early contact with the internet but are very selective about the online content they consume. Millennials are often a misunderstood audience. This generation shifted turns to marketers by interacting and communicating differently than previous ones.

It is known that Millennials are great supporters of online shopping. To better understand the consumption habits of this generation, we used statistical data from Invesp. According to the company, Millennials currently make over 54% of their purchases online. The research also determined that 67% of Millennials prefers to shop online than in physical stores. Although they are the most communicative users, they prefer to search for product information on the Internet than to talk to someone directly in a physical store.

One of the big reasons for this is that 45% of Millennials say they prefer to shop online because they can make comparisons between products and do their own exhaustive research.

To substantiate this trend, the same study states that 8 out of 10 of the Millennials involved in the study stated they would never buy anything without reading recommendations first.

Finally, 81% of Millennials claims to shop online at least once a month, confirming that the future of commerce and retail will certainly go digital.

If you have a business and are considering embarking on e-commerce, Millennials are most likely to be a very important part of your target audience. As so, you have to take these data into account and adapt your strategy to the specificities of Millennials'

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