Shopping Report 2013

Shopping Report 2013
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 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
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
Ethnicity White 25% Black 25% Asian American 15% Hispanic 25% American Indian 3% Mixed 7% What Millennials Really Think About Shopping Shopping Report 2013
Marital Status Single 36% DaPng 6% In a relaPonship 26% Married 30% Divorced 2% What Millennials Really Think About Shopping Shopping Report 2013
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
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
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
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%
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 a week Few Pmes a month Monthly Once in a while Never 7% 24% 33% 14% 20% 2%
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%
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%
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%
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%
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%
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%
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%
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
Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com Contact Us

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