The document outlines a study on millennial shopping habits, highlighting their preference for value, quality, and effective retailer communication, such as coupons via email or text. It details the importance of mobile optimization, fast loading times, and interactive features in online shopping experiences, while also noting that brand loyalty is low among millennials. Feedback preferences are discussed, revealing that millennials prefer positive interactions through surveys or social media, while negative feedback is often communicated via phone or email.

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MILLENNIAL RETAIL STUDY [PART II]
HOW MILLENNIALS ARE SHOPPING AND INTERACTING WITH RETAILERS
BUZZMARKETINGGROUP|WHEREINSIGHTMEETSACTIVATION
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MILLENNIAL RETAIL STUDY: OVERVIEW
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It may sound simple, but it’s the truth: Millennials just want a good deal. Value and quality are much more important
to them than brand loyalty, and even store location and hours. While they seek the biggest bang for their buck, they
also expect retailers to reach out to them where they are. This is why our research shows that Millennials prefer to
obtain their coupons via email rather than through traditional mail, and they expect retailers to maintain sharp and
useable sites that they can access through their laptops and their smartphones.!

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MILLENNIAL RETAIL STUDY: MEET THE BUZZSPOTTERS
The pulse of BuzzMG and our monthly buzzReport…
ALL ABOUT OUR NETWORK
They are the trendsetters and tastemakers in their school,
community, or city. Whether they’re discussing a cultural
phenomenon or explaining everyday youth behavior, they are
helping our clients make the decisions that matter. Our
international network of over 30,000 youth has been selected on
a peer-to-peer basis through our proprietary process that
promises to capture true trendsetters. Our network includes
buzzSpotters® from various countries, including…
Facebook
Twitter
Instagram
Dribble
Vimeo
Google +
USA
CANADA
BRAZIL
GERMANY
JAPAN
SPAIN
CHINA
UNITED KINGDOM
SOUTH AFRICA
Data is collected through…
- Online Surveys
- Ethnographies
- Immersion Experiences
36%
64%
Female
64%
30,000
Network
449
Participants
Male
36%
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Age
Full-Time (64%)
Part-Time (10%)
Self-Employed (6%)
Other (18%)
Unemployed (2%)
18-24 (18%)
25-30 (31%)
31-35 (51%)
Employment
White (53%)
Black (22%)
Asian American (12%)
Hispanic (10%)
Mixed (3%)
Ethnicity
City (52%)
Suburb (41%)
Rural (7%)
Residence
Married (43%)
Single (27%)
In a Relationship (22%)
Divorced (2%)
Dating (6%)
Marital Status
Education
High School Diploma (21%)
Associates (11%)
Bachelors (49%)
Masters or Doctorate (16%)
None of the Above (3%)
MILLENNIAL RETAIL STUDY: MEET THE BUZZSPOTTERS
The pulse of BuzzMG and our monthly buzzReport…
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53% of Millennials prefer to receive
coupons via text message.
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MILLENNIAL RETAIL STUDY: ONLINE SHOPPING
52% 37%
47%
39%
Optimize to Mobile.
While shopping online on their
smartphones, over half of Millennials
have dealt with apps or websites that
were not optimized for mobile
devices.
Speed Up.
When shopping online on their
computers, 37% of Generation Y have
experienced slow load times overall,
while 29% have dealt with slow online
checkout processes.
Stay Sharp.
Almost half of Millennials have
complained about the small or
fuzzy images that appear while
online shopping on their
smartphones.
Be Interactive.
39% of Millennials have noticed a
lack of interactive features on apps
and online shopping sites while
browsing on their smartphones.
How can retailers adapt to the problems that Millennials have encountered while shopping online?
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96% of Millennials agree that the value for money
is most important when deciding where to shop.
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MILLENNIAL RETAIL STUDY: DECIDING FACTORS
What does Generation Y take into consideration when deciding where to shop?
88%
Store Promotions
Millennials still care about price
point, which explains why store
deals, and discounts are still
deciding factors.
94%
Product Selection
Coming in close second is the
variety and type of products that
stores are able to offer
consumers.
95%
Quality of Product
Remember retailers, one of the
most important deciding factors
is quality rather than just brand
or price.
70%
Brand Loyalty
Not surprisingly, brand loyalty
ranks pretty low when
Millennials are trying to decide
where to shop. Remember this!
82%
Store Hours
GenY looks for flexibility in all
areas of their lives which is why
they are interested in the
availability of store hours.
85%
Store Location
Instead of expecting them to
come to you, try going to them.
Look to where Millennials live,
work, and hang out.
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81% of GenY prefers to provide
positive feedback in person.
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MILLENNIAL RETAIL STUDY: CONSUMER FEEDBACK
ONLINE SURVEYS
9 out of 10 Millennials prefer to provide
positive feedback to retailers via
surveys on the retailer website.
90%
SOCIAL MEDIA
88%
A majority of Millennials prefer
to give positive feedback to
retailers via social media.
How do Millennials prefer to interact with retailers when it comes to positive feedback?
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MILLENNIAL RETAIL STUDY: CONSUMER FEEDBACK
TELEPHONE
Many Millennials still choose to provide
negative feedback to retailers via
telephone over other mediums.
79%
EMAIL
78%
A good portion of Generation Y
would prefer to give negative
feedback to retailers via email.
How do Millennials prefer to interact with retailers when it comes to negative feedback?
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BUZZ MARKETING GROUP: ABOUT US
Learn a little bit about Buzz Marketing Group and what we do.
CONNECT BRAND IMPACT UNDERSTAND
Buzz Marketing Group (BuzzMG) is an award-winning communications agency that brings insights to activation. Through our network
of 30,000 buzzSpotters® and 7,000 momSpotters, we deliver data and strategies that drive the marketing approach for clients focused
on Millennials, Moms, and Multicultural consumers. Since our founding, research has been at our core and we continue to be a leader
in consumer insights worldwide. We believe that as the consumer evolves, the agency must evolve.
Since 1996, BuzzMG has been committed to helping our clients understand consumers better and reach them in a more focused way.
We help clients Connect, Brand, Impact, and Understand their target market. Our unique set of tools and resources have been utilized
by clients like Dell, Sony Music, Procter + Gamble, Johnson & Johnson, Microsoft, Maidenform, GlobalHue, Verizon Wireless, American
Eagle Outfitters, and many more.
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BUZZ MARKETING GROUP: CONTACT US
Let’s sit down and chat.
132 Kings Highway East, Suite 202, Haddonfield, NJ 08033 | 856.433.8579 | www.buzzmg.com
hello@buzzmg.com | @BuzzMG
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