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More Millennials Buy Online, But In-Store Still Plays Role in Path to Purchase

Millennials have long been omnichannel shoppers, but their preference for digital channels is growing alongside the rise of D2C brands and mcommerce.

When US millennials were asked about their shopping preferences, the largest share — 39 percent — said they liked to browse and buy online. That was up from 30 percent in 2017, with smaller increases in the share of millennials who preferred to buy online after browsing multiple channels, and those who preferred to buy online after browsing in-store.

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