Millennials choose retailers for different reasons than elders

Los Angeles – Millennial consumers choose retailers based on different criteria than their elders. A survey of more than 13,000 e-commerce shoppers by Bizrate Insights found that millennials are by far the most price-sensitive with low pricing driving their choice of retailer.



Meanwhile, Baby Boomers and seniors often choose brands that treated them well in the past. Forty-three percent of millennials selected low price/lowest total cost as a primary reason to buy from a retailer, compared to only 35% of Boomers and 31% of seniors. As in so many other areas of life, Gen X wound up in-between their younger and older counterparts, with 39% favoring low cost.



In contrast, only 9% of millennials selected a retailer who had treated them well in the past, compared to 16% of both Baby Boomers and seniors, and 12% of Gen X.