If you want to reach Millennials, mobile is the most direct route. An analysis of online shopper behavior comparing baby boomers, Gen X and Millennials found that 77% of the youngest generation have used their smartphones to look up products while in stores, compared to 70% of Gen X consumers and 50% of boomers. Millennials also spend the most time online: 7.5 hours per day, compared to 6.5 hours (Gen X) and 5.3 hours (boomers).
But retailers should not ignore the older folks. While boomers had the lowest number of online transactions of the three generations (15.1 per year compared to 18.6 for Gen X and 15.6 for Millennials), they spent more per transaction than their younger counterparts:
Gen X: $190
More data about the differences and similarities between the generations is available in this infographic from SimiCart.