A growing web of digitally connected Millennials is putting engagement with products, brands and services ahead of their actual purchasing, creating opportunities for creative marketers while complicating the challenge of converting young browsers into buyers.
The Intelligence Group, a division of Creative Artists Agency, used online polling to reach 1,300 Millennials, aged 18 to 34, and a subset of Gen Z’ers between the ages of 14 and 17 and found what Intelligence Group president Joe Kessler termed “tectonic shifts in purchasing patterns.” The survey found that Millennials employ all the tools of brick-and-mortar shopping, e-commerce, m-commerce and social media to engage in almost nonstop shopping that isn’t necessarily aimed at — and doesn’t necessarily result in — purchasing merchandise.
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