News

Survey says Millennials prefer brick-and-mortar shopping

May 21, 2013

Detailed research from the Urban Land Institute reveals that Millennials prefer shopping in brick-and-mortar stores. Surprisingly, the brands Millennials love best include JCPenney, Target, Walmart and Kohl's for trendy clothing, and Walmart, Target and Kmart for groceries, according to an article on mediapost.com.

The report also covered some common knowledge — that Millennials' attention is easily lost, meaning they require extensive omnichannel support to make shopping a social experience.

In addition, the survey found that 37 percent love to shop, and 48 percent enjoy it. (That leaves 12 percent who find it a chore and 4 percent who loathe it, according to the article.) For 70 percent of women and 50 percent of men, shopping is entertainment, and they expect continuous, novel options to keep it fresh.

But while brick-and-mortar shopping was the preference, survey respondents hardly neglected online. In the previous six months, 91 percent had made an online purchase, with 45 percent reporting that they spend an hour a day looking at shopping sites.

Read more about multichannel retailing.