According to DigitalCommerce360.com, millennials make up 60% online purchases. A 2019 study also found a massive growth in mobile shopping among these users. This is the reason why more than any other users in the market, you should start focusing your attention on studying the shopping behavior of millennial users.
To give you a headstart, we as one of the best internet marketing consultants in Los Angeles, listed down a simple breakdown on how millennials shop online this 2019.
Millennials tend to research the item before buying.
Millennials know how the internet works, so before buying an item online, they make sure it’s legit by researching about it. This includes going through customer reviews and testimonials, scanning through social media posts, and checking third-party ratings and competitor websites before making the purchase.
Most millennials use their phones to shop online.
A whopping 9 out of 10 millennial shoppers use multiple screens when buying items online. And 65% of these users prefer using smartphones, while 25% search items on the internet using their laptop. The other 11% use their tablet, while the remaining percentage still use their desktop computers in checking and purchasing items online.
Men vs. Women
Aside from their age, gender also contributes to how millennials shop online because men and women have different brain wavelengths. Here are some examples:
Men prefer…
- A straightforward shopping experience
- Buy item they need at the moment
- Stop shopping after finding the first product that will work
- Buy things for themselves
- Does logical shopping
- Are less interested in discounts, coupons, and deals
- Conduct a lot of research before making a purchase
- Compare products, descriptions, and customer reviews before adding the items in their cart
Women prefer…
- A social and comprehensive shopping experience
- Are likely to shop depending on a future need
- Are more selective and buy products that fit all of their requirements
- Buy gifts for family and friends
- Are likely to buy items out of impulse
- Are highly interested in getting discounts and deals
- Refer to the opinion of friends and peers before purchasing a product
- Like to see high-quality visuals and chat features before making a purchase
Millennials prefer certain checkout experiences.
Since they are practically born in an era where everything needs to be fast but must work smoothly, millennials prefer e-commerce websites with specific checkout characteristics. These include security features, guest check-out, multiple payment gateways, one-click checkout, and only requires the collection of important information. Millennials tend to become return customers if your e-commerce website has two or more of these features.