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Direct Response Marketing

Millennials Spend 1-Plus Hour Shopping Online Every Day

17 Jul, 2013 By: Doug McPherson


NEW YORK – Consumers between ages 18 and 34 are more likely than their 35-to-64-year-old counterparts to engage in nearly every online shopping activity, with 40 percent of males and 33 percent of females in the younger age group reporting that ideally they would buy everything online, says a survey from ad agency DDB Worldwide.

Nearly half (45 percent) of respondents to an Urban Land Institute survey say they spend an hour or more per day perusing retail sites. Men are more likely to say they spend more than two hours daily on retail sites (20 percent), compared with 13 percent of women who spend as much time per day shopping online.

Among electronics and sports accessories buyers, 38 percent and 45 percent, respectively, say they prefer buying these items online, whether they research the purchase in a store or not. The greatest percentage of respondents, 50 percent, report researching electronics online, while still buying in-store.

About of quarter of millennials say they like to buy cosmetics and personal care items online, and 27 percent report preferring buying shoes online. And whether or not respondents buy shoes online, more than half say they like to consult the Internet at some point in the purchase path.

Discounts are key to millennials’ digital shopping. Sixty-five percent of males and 55 percent of females say they shop on the auction site eBay. More than half of young women also use Facebook or Twitter to get notifications of upcoming sales or specials, and 44 percent of young men do the same.


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