Insights / Marketing
Infographic: Social Media and Millennial Shoppers
- 15th February
- Campbell Phillips 154
US research has simplified various generations into just two segments: Boomers and Millennials. Both shop online, but the two groups are influenced to buy in very different ways.
Research from ratings and reviews specialist Bazaarvoice, in partnership with The Center for Generational Kinetics and Kelton Research, delves into the particular buying behaviours of Millennial shoppers, as well as the important role social media plays in the browsing and buying process.
Defined as people currently in their mid-teens to mid-30s, Millennials inherently listen to the opinions of peers and strangers more than direct brand messages. The big focus here is User Generated Content (UGC), which could take the form of a review of a product on a brand’s website, or a complaint on its Facebook page, or even a conversation with friends.
“Millenials have grown up in a world where word of mouth is shared and found just as easily on a blog or in a product review than around the water cooler,” said Brett Hurt, Founder and CEO of Bazaarvoice.
“The result is that this generation expects to have access to opinions from people like them no matter where they are or how they shop. Brands that don’t understand and embrace this shift are making a huge misstep as this generation becomes a dominant economic force,” Hurt told Retail TouchPoints.
The study was published under the title ‘Talking To Strangers: How Social Influences Millennials’ Shopping Decisions.’ The report is based on a survey by Kelton Research of more than 1000 Americans aged 18 and over.
Infographic regarding the buying behaviour of Millennials, by Bazaarvoice.
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Thank you for mentioning us (Retail TouchPoints)! It goes to show how reviews speak for themselves.
Excellent infographic – food for thought! I have over 130 testimonials on my website from customers and as time has gone on I have been fascinated to see Millennial men totally outnumber Boomer men in buying my luxury astrology reports as gifts. Is it the customer reviews?