Are electronic devices an indispensable and essential part of the buying habits of Millennials? The Millennial generation is the first that has grown and become adult (and consumer) in an environment in which electronic devices were everywhere and where buying habits were opened to many and novel formulas they changed how they buy and how brands and related information are accessed. Therefore, their consumption patterns are very marked by this new context and have become something other than what they used or were members of the previous generation.
It is said recurrently that millennials consumers are no longer able to buy if not with the phone in hand or already do not except with internet as support or support and the fact is that the data and analysis reality show that the statement is not a cliché but a pretty good estimate of how buy the millennials. A study by Mintel on buying habits millennials so has (again) proven.
According to research by Mintel, consumers of this generation do at all times store price comparisons (for what they need their mobile devices) although the cost of the products is not the only thing that interests them. Millennials are consumers who want to be well informed and make purchasing decisions based on much broader issues than other consumers, so, for example, are also investigating the ingredients of the product they want to buy in a supermarket or calories it has. In fact, these consumers often use health devices that provide information about their habits (like fitness bracelets) but also applications on their mobile devices that count the calories.
It is not the first study to demonstrate the growing importance that millennials give their mobile devices. A study showed that millennials JTW require new methods of payment, which will boost mobile payment, while generally require manufacturers to provide good mobile experience if they want to convince them. A 87% of millennials always carries a smarpthone, so it is obvious they want and need good service at these terminals.
Moreover, as demonstrated by one analysis of Nielsen on the millennial market in the US, the numbers of these consumers who have a smartphone continue to rise, so the percentages could get closer and closer to wholeness.
Millennials not only base their buying decisions on mobile devices. They also like to consume online, although initially ensure that they like best buy in a store that internet (only 38% prefer internet over the physical, the study Mitel, although if you go to the actual facts and not the views are encountered that 83% have bought online in the last three months).
In addition to what they can say or not to buy on the Internet, so millennials stand called the attention of ecommerce. What value of e-commerce purchases may be somewhat different when compared with other studies that analyze why they buy online other population groups.
For millennials, immediate gratification is a very important purchase driver. In fact, when it comes to consumption of food and grocery products, Millennials show double interest than other groups to collect the purchase in a physical collection in order to make access to buying faster or pay extra to get to be delivered on the same day of purchase. Something similar happens with shopping in the fashion industry, where they are also less willing to wait to take the purchased product.
What is pushing a millennial to buy? Despite his interest in comparing products from different stores, making no peel off your smartphone, price is not always a determining when to close a purchase item. In fact, according to Mintel data, quality is sometimes much more important. In markets such as clothing, electronics and cosmetics, consumers Millennials value high quality above being cheap.
The explanation for this decision is, as experts say, in a change of mentality. These consumers have begun to assess the durability of the products above other things. They want what they buy have a long life, so they are willing to pay more. Interestingly, this point is he has done in vintage party that has become fashionable. The consumers love the vintage because it has a comforting effect: in these complexes years, retro remember better times. But additionally also they appeal to better products and better quality, things that lasted for life.
Analog also wins
Perhaps that love for some of the things of the past can explain an element that is rather surprising conclusions Mintel study on how Millennials consume and that is that, for certain things, analog still winning.Consumers in this age group love the smell of paper. According to figures from the study, 60% still prefer to read paper books, newspapers and magazines and only 26% remains in exchange with ebooks and online media.
It is not the first survey that reaches these conclusions: a study of Voxburner for The Bookseller also stated the same. Adolescents, aimed then, a majority prefer to read books on paper.
Perhaps what wins is here and all the added experience and intangible values of smelling the paper.