Survey: Web and Facebook Key Info Sources for Millennial Shoppers

It will hardly come as a surprise that consumers aged 35 and younger are more likely than their elders to use the Web, mobile and social media – particularly Facebook – to get the data that informs their shopping decisions. They don't call these Millennials "digital natives" for nothing.

What's interesting to note, however, is just how significant the differences are between the two age groups. Consumers aged 18-34 are twice as likely to use these technology-based data sources as those 35 and above, according to a recent survey by Info Retail.

"There's a big canyon between how the under-35 and the over-35-year-old shop," says Florian Vollmer, senior vice president and principal of Info Retail. "These results help us discover which touchpoints customers truly find meaningful in making buying decisions."

Despite the sharp divide, brick-and-mortar stores have not become irrelevant for retailers seeking to influence and attract younger shoppers. The percentage of young adult shoppers using stores and the Web as information sources is essentially equal: 65% for stores, 64% for the Web. Among older shoppers, 70% reported using stores as key information sources versus 50% citing the Web.

Retailers need to ensure that the information they provide in both physical and digital locations is consistent and shows continuity and connection among various touchpoints, particularly in their efforts to reach younger shoppers.

There's also a sharp age divide in social media usage, with younger consumers relying on these networks for shopping information much more than older shoppers. Facebook is the undisputed leader among this younger group, with nearly two-thirds (64%) of Millennial consumers using it compared to 17% using Twitter.

The survey is based on responses from a sample size of just over 100 for both age groups.