Shopping Report 2013

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In preparation for this year's back-to-school season, BuzzMG reached out to Millennials to gain insight into their shopping habits and preferences.

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Shopping Report 2013

  1. 1. Shopping Report 2013 08.28.13 What Millennials Really Think About Shopping
  2. 2. Who was Involved? Buzz Marketing Group’s Shopping Report 2013 is based on qualitative and quantitative research conducted with 500 buzzSpotters® throughout the United States during the month of March, 2013. This report is available for download at www.buzzmg.com/reports. Composed based on data from 3.8.2013 – 3.22.2013 500 Participants 9,000 Panelists 53% Female 47% Male Survey fielded online Ages 18-34 18-22 17% 23-26 25% 27-30 31% 31-34 27% What Millennials Really Think About Shopping Shopping Report 2013
  3. 3. Location NY   14%   CA   11%   IL   12%   TX   8%  PA   7%   DC   6%   FL   7%   GA   6%   MA   7%   MI   5%   Rest  of   USA   17%   What Millennials Really Think About Shopping Shopping Report 2013
  4. 4. Ethnicity White   25%   Black   25%   Asian   American   15%   Hispanic   25%   American   Indian   3%   Mixed   7%   What Millennials Really Think About Shopping Shopping Report 2013
  5. 5. Marital Status Single   36%   DaPng   6%   In  a   relaPonship   26%   Married   30%   Divorced   2%   What Millennials Really Think About Shopping Shopping Report 2013
  6. 6. Education High   school   diploma   27%   Associates   Degree   14%   Bachelors   Degree   46%   Masters   Degree   11%   Doctorate   2%   What Millennials Really Think About Shopping Shopping Report 2013
  7. 7. Employment Unemployed   5%   Working   part-­‐Pme   15%   Working  full-­‐ Pme   52%   Self-­‐ employed   6%   A   student   12%   A  full-­‐Pme   home  maker   11%   Shopping Report 2013 What Millennials Really Think About Shopping
  8. 8. Household Income Less  than   $8,000   $8,000  -­‐   $33,000   $33,000-­‐   $82,000   $82,000  -­‐   $170,000   $170,000  -­‐   $370,000   More  than   $370,000   I  don't  want   to  specify   2%   23%   46%   22%   1%   0%   5%   Shopping Report 2013 What Millennials Really Think About Shopping
  9. 9. Who do you usually shop with? What Millennials Really Think About Shopping Shopping Report 2013 Myself   My  Friends   My  Child(ren)   My  Parent(s)   94%   50%   27%   24%  
  10. 10. Where do you shop and how often do you shop there? What Millennials Really Think About Shopping Shopping Report 2013
  11. 11. Large Retailers (Target) What Millennials Really Think About Shopping Shopping Report 2013 Daily   Few  Pmes  a   week   Few  Pmes  a   month   Monthly   Once  in  a   while   Never   7%   24%   33%   14%   20%   2%  
  12. 12. What Millennials Really Think About Shopping Shopping Report 2013 Department Stores (Macy’s) Daily   Few  Pmes  a   week   Few  Pmes  a   month   Monthly   Once  in  a   while   Never   6%   10%   24%   17%   36%   7%  
  13. 13. What Millennials Really Think About Shopping Shopping Report 2013 Chain Stores (Gap) Daily   Few  Pmes  a   week   Few  Pmes  a   month   Monthly   Once  in  a   while   Never   5%   8%   19%   17%   39%   12%  
  14. 14. What Millennials Really Think About Shopping Shopping Report 2013 Discount Stores (Marshalls) Daily   Few  Pmes  a   week   Few  Pmes  a   month   Monthly   Once  in  a   while   Never   6%   11%   23%   21%   34%   5%  
  15. 15. What Millennials Really Think About Shopping Shopping Report 2013 Specialty Stores (Fred Segal) Daily   Few  Pmes  a   week   Few  Pmes  a   month   Monthly   Once  in  a   while   Never   4%   6%   12%   11%   33%   34%  
  16. 16. What Millennials Really Think About Shopping Shopping Report 2013 Vintage/Thrift Stores Daily   Few  Pmes  a   week   Few  Pmes  a   month   Monthly   Once  in  a   while   Never   7%   10%   18%   14%   33%   18%  
  17. 17. What Millennials Really Think About Shopping Shopping Report 2013 Online Daily   Few  Pmes  a   week   Few  Pmes  a   month   Monthly   Once  in  a   while   Never   22%   28%   27%   9%   12%   2%  
  18. 18. What maters most to you when you’re shopping? What Millennials Really Think About Shopping Shopping Report 2013 Price   30%   Quality   41%   Style   14%   Value   15%  
  19. 19. Key Findings Millennials enjoy shopping with friends and family but they seem to prefer shopping alone. Although roughly a quarter of Millennials shop with their children and with their parents, and 50% shop with their friends, 94% of Millennials said they usually shop alone. When shopping, Millennials search for quality more than anything else, but price is still very important to them when purchasing a product. When asked what is the most important factor to them while shopping, 41% chose quality, followed by 30% who chose price. Somewhat surprisingly, value(15%) and style(14%) were much less important to Millennials when asked to select one factor. Millennials’ shopping habits have evolved with new technologies. While large retailers, such asTarget, are still attracting Millennials multiple times per week (24%) and multiple times per month (33%), online shopping definitely wins out as 22% of survey respondents shop online daily and 28% shop online multiple times per week. Compare this to department stores, in which only 6% of participants shop on a daily basis! What Millennials Really Think About Shopping Shopping Report 2013
  20. 20. Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com Contact Us
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