Less Millennials Buying Online Than In-Store

53% of millennials still buy items on the high street

Research performed by Michael Parrish DuDell has shown that a surprisingly low number of millennials make online purchases. Whilst 53% of the age group continue to buy items on the high street from brick-and-mortar stores, only 31% buy things on desktop, with just 16% buying on mobile. The research found that whilst 76% browse the web for an item before buying it, 67% of those who make the purchase will do so in-store. The report says that by “fusing together the online and offline shopping experience, brands [targeting millennials] can earn considerable market share”.

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