Millennials have been characterized as the “me, me, me generation,” but I would argue that it’s actually quite the contrary. With mobile devices in hand, Millennials are accessing a wealth of information, whether it’s news, social networks, music, movies, books or products. It’s not always about them, but when they want something, they want it now.
Because Millennials rely so heavily on their mobile devices, they are optimal sources for insights as retailers plan and build out their mobile strategies for the holiday season and beyond.
Instart Logic delved into Millennial wants, needs and preferences with the Feet On The Street survey, which aggregated feedback from consumers in the Union Square, San Francisco area.
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Here are three key takeaways from the survey:
- They prefer the mobile web: More than half (57%) of Millennials said they were more likely to make a mobile purchase using a browser, while 43% said they favored apps. I found these results especially interesting because brands and retailers tend to have more fun and creative apps. I guess at the end of the day, ease-of-use reigns supreme and all shoppers just want a seamless experience. To that end, more retailers are investing in responsive design and rolling out more seamless mobile shopping experiences, so maybe this stat shows that retailers are doing a good job.
- Pictures say a thousand words: You know how the saying goes. Well, results from this survey show that images definitely make an impact on buying decisions, with 55% of Millennials citing pictures and visuals as an element of the online experience they couldn’t shop without. However, it’s important to note that there is a slight gender difference here: while 50% of males seek visual elements, 72% of females said they were a requirement.
- Speed is paramount: I don’t find these results particularly surprising. While 20% of respondents said they would only wait two seconds for a mobile site to load, 68% said they would wait no longer than five seconds. More importantly, shoppers said a key reason why they abandoned a site was because photos and other visual content didn’t load fast enough.
- They shop in one place: Two thirds of Millennials said they are usually at home or work when they’re shopping on their mobile devices. However, it is important to note that Millennial men (41%) favor mobile browsing on-the-go more than women (23%).
Are you surprised by any of these findings? Will they impact your strategies for the 2014 holiday season and beyond? Share your thoughts in the comments section below!
