Shopping Report 2013
08.28.13	

What Millennials Really Think About Shopping
Who was Involved?
Buzz Marketing Group’s Shopping Report
2013 is based on qualitative and
quantitative research conducted ...
Location
NY	
  
14%	
  
CA	
  
11%	
  
IL	
  
12%	
  
TX	
  
8%	
  PA	
  
7%	
  
DC	
  
6%	
  
FL	
  
7%	
  
GA	
  
6%	
  ...
Ethnicity
White	
  
25%	
  
Black	
  
25%	
  
Asian	
  
American	
  
15%	
  
Hispanic	
  
25%	
  
American	
  
Indian	
  
...
Marital Status
Single	
  
36%	
  
DaPng	
  
6%	
  
In	
  a	
  
relaPonship	
  
26%	
  
Married	
  
30%	
  
Divorced	
  
2%...
Education
High	
  
school	
  
diploma	
  
27%	
  
Associates	
  
Degree	
  
14%	
  
Bachelors	
  
Degree	
  
46%	
  
Maste...
Employment
Unemployed	
  
5%	
  
Working	
  
part-­‐Pme	
  
15%	
  
Working	
  full-­‐
Pme	
  
52%	
  
Self-­‐
employed	
 ...
Household Income
Less	
  than	
  
$8,000	
  
$8,000	
  -­‐	
  
$33,000	
  
$33,000-­‐	
  
$82,000	
  
$82,000	
  -­‐	
  
$...
Who do you usually shop
with?	

What Millennials Really Think About Shopping	

Shopping Report 2013	

Myself	
   My	
  Fri...
Where do you
shop and how
often do you
shop there?	

What Millennials Really Think About Shopping	

Shopping Report 2013
Large Retailers (Target)	

What Millennials Really Think About Shopping	

Shopping Report 2013	

Daily	
   Few	
  Pmes	
  ...
What Millennials Really Think About Shopping	

Shopping Report 2013	

Department Stores (Macy’s)	

Daily	
   Few	
  Pmes	
...
What Millennials Really Think About Shopping	

Shopping Report 2013	

Chain Stores (Gap)	

Daily	
   Few	
  Pmes	
  a	
  
...
What Millennials Really Think About Shopping	

Shopping Report 2013	

Discount Stores (Marshalls)	

Daily	
   Few	
  Pmes	...
What Millennials Really Think About Shopping	

Shopping Report 2013	

Specialty Stores (Fred Segal)	

Daily	
   Few	
  Pme...
What Millennials Really Think About Shopping	

Shopping Report 2013	

Vintage/Thrift Stores	

Daily	
   Few	
  Pmes	
  a	
...
What Millennials Really Think About Shopping	

Shopping Report 2013	

Online	

Daily	
   Few	
  Pmes	
  a	
  
week	
  
Few...
What maters most to you
when you’re shopping?	

What Millennials Really Think About Shopping	

Shopping Report 2013	

Pric...
Key Findings
Millennials enjoy shopping with friends and family but they
seem to prefer shopping alone. Although roughly a...
Buzz Marketing Group 	

1515 Market St. 	

Suite 1810	

Philadelphia, PA 19102	

215.399.5679	

www.buzzmg.com	

Contact Us
Upcoming SlideShare
Loading in …5
×

Shopping Report 2013

1,825 views

Published on

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

  • Be the first to comment

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

×