It’s no big secret that millennial shoppers have really taken to Amazon and the ecommerce platforms ease of use and myriad other benefits. But a new study into their habits around shopping on the platform, conducted by the Max Borges Agency, shows just how loyal they are, and in which ways they’re using Amazon. Specifically, the firm sought to define how millennial shoppers are using the platform to buy consumer tech.
Simply put, and perhaps surprising to no one, the survey found that millennial shoppers are incredibly loyal to Amazon. In fact, 77 percent of millennials said they would give up alcohol for a year rather than giving up Amazon, and 44 percent said the same about sex. And when it comes to consumer tech products in particular, the survey found that fewer than 25 percent of millennials would move forward with a purchase if it turned out the product wasn’t available on Amazon. Additionally, 78 percent of those surveyed said they have purchase between one and five consumer tech devices on Amazon in the past year.
“Shopping on Amazon has become second nature for many of us, and has become a powerful hub of for the online purchase of consumer tech products,” VP of Business Intelligence at Max Borges Agency Lindsay Stuart said in a statement announcing the survey’s results. “Where millennials are concerned, we wanted to show exactly how relevant this retailer is to the group, and why brands need to understand their research and shopping habits, and how better to serve this generation.”
Diving further into their Amazon shopping habits, millennials reported no limits as to when or where they’d be willing to peruse the platform. For example, 61 percent said they shop on Amazon while awake in the middle of the night; another 57 percent said they do so while at work; 47 percent have while using the bathroom (seems low); 38 percent shop while on vacation; 24 percent have browed while at the grocery store; 23 percent said they’ve done so while sitting in traffic; and 19 percent said they’ve shopped while drunk. And, related to the portability of their Amazon shopping habits, 71 percent of those surveyed said they shop for consumer tech products on Amazon while on their mobile device, and 45 percent are doing so at least once per day.
The reasons why millennials reported shopping on Amazon for their consumer tech purchases should shock no one. Three in four millennials said the main driver for using the platform was because of Prime’s free two-day shipping. But it’s not all about the speedy and convenient shipping. Another 84 percent said they browse the platform to learn about new products; 87 percent said they do their product research through Amazon; and another 90 percent said they like to consult the Amazon customer reviews of a product before ultimately deciding to make a tech purchase. So, while free shipping is important to the millennial shopper, so to is the social aspect of the shopping experience and educating one’s self on a product.
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