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MILLENNIAL RETAIL STUDY [PART II]
HOW MILLENNIALS ARE SHOPPING AND INTERACTING WITH RETAILERS
BUZZMARKETINGGROUP|WHEREINSIGHTMEETSACTIVATION
1!
Se7en - Creative Powerpoint Template
MILLENNIAL RETAIL STUDY: OVERVIEW
2!
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.!
Se7en - Creative Powerpoint Template
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%
3!
Se7en - Creative Powerpoint Template
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…
4!
Se7en - Creative Powerpoint Template
53% of Millennials prefer to receive
coupons via text message.
5!
Se7en - Creative Powerpoint Template
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?
6!
Se7en - Creative Powerpoint Template
96% of Millennials agree that the value for money
is most important when deciding where to shop.
7!
Se7en - Creative Powerpoint Template
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.
8!
Se7en - Creative Powerpoint Template
81% of GenY prefers to provide
positive feedback in person.
9!
Se7en - Creative Powerpoint Template
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?
10!
Se7en - Creative Powerpoint Template
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?
11!
Se7en - Creative Powerpoint Template
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.
12!
Se7en - Creative Powerpoint Template
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
13!

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March buzzReport: Millennials and Retail

  • 1. Se7en - Creative Powerpoint Template MILLENNIAL RETAIL STUDY [PART II] HOW MILLENNIALS ARE SHOPPING AND INTERACTING WITH RETAILERS BUZZMARKETINGGROUP|WHEREINSIGHTMEETSACTIVATION 1!
  • 2. Se7en - Creative Powerpoint Template MILLENNIAL RETAIL STUDY: OVERVIEW 2! 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.!
  • 3. Se7en - Creative Powerpoint Template 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% 3!
  • 4. Se7en - Creative Powerpoint Template 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… 4!
  • 5. Se7en - Creative Powerpoint Template 53% of Millennials prefer to receive coupons via text message. 5!
  • 6. Se7en - Creative Powerpoint Template 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? 6!
  • 7. Se7en - Creative Powerpoint Template 96% of Millennials agree that the value for money is most important when deciding where to shop. 7!
  • 8. Se7en - Creative Powerpoint Template 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. 8!
  • 9. Se7en - Creative Powerpoint Template 81% of GenY prefers to provide positive feedback in person. 9!
  • 10. Se7en - Creative Powerpoint Template 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? 10!
  • 11. Se7en - Creative Powerpoint Template 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? 11!
  • 12. Se7en - Creative Powerpoint Template 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. 12!
  • 13. Se7en - Creative Powerpoint Template 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 13!