A new survey illustrates how millennials are using mobile devices for shopping and purchasing goods.
According to a January 2019 poll of more than 1,000 U.S. millennial shoppers ages 22-37 by CouponFollow, the percentage of respondents performing mobile-based shopping increased to 36% from 16% in a comparable poll taken in July 2017. In the same time period, computer-based shopping decreased to 24% from 31%, and brick-and-mortar shopping dropped to 40% from 53%.
In addition, more millennials are now interested in shopping entirely digital -- 39% both discover and purchase new products online, compared to 30% in 2017. About two-thirds (65%) of millennials would most often ultimately make an online purchase of a new product, compared to 51% in 2017. A little more than (35%) of millennials would most often ultimately make an in-store purchase of a new product, down significantly from 49% in 2017.
Asking millennials about their usage of Amazon, the survey found: • Two-thirds (64%) of millennials make half or more of their purchases on Amazon. • One-third (34%) of millennials make at least four out of five purchases on Amazon. • When shopping on Amazon.com, millennials are most impacted by, and just about equally concerned with, reviews and pricing when making a buying decision.
The survey also asked respondents a variety of coupon-related questions. • Email is still the most preferred method, with one of every two millennials preferring it to other methods. • Mobile app-based coupons were preferred by 23%, doubling in preference since 2017. • One in 10 prefer receiving coupons by postal mail, down from one in five in 2017. • Chatbot-based coupons preference remains largely unchanged and insignificant. • More than half (56%) spend three minutes or longer searching for coupons, compared to 45% who would spend the same amount in 2017. • Just 5% of millennials don't search for coupons, down from 11% who didn't in 2017. • 44% of millennials sometimes or often use browser extensions to save money while shopping, compared to just 21% in 2017. • Just 11% of millennials reported not knowing what a browser extension is, versus 26% in 2017.
Other notable responses included: • 45% of shoppers suggest they use a voice assistant when doing various shopping activities such as searching for products or product reviews. • Google’s Assistant (24%) slightly edged out Apple’s Siri (19%) and Amazon’s Alexa (18%) as their preferred voice assistant for shopping activities, while Microsoft’s Cortana (5%) lagged significantly behind. • 42% have a smart speaker device, but didn't make any purchases with it in 2018. • Only 4% made more than one purchase using their home smart speaker in 2018. • While 90% of Millennials know about or have heard of cryptocurrency, only 4% use it whenever possible. • 22% of Millennials made one or more purchases by paying with cryptocurrency in 2018, but only 6% made more than five purchases using cryptocurrency.