Study: Millennial, Boomer shoppers have similarities
New York -- There are significant similarities between Millennial and Boomer shoppers. A study of Millennial and Boomer purchasing trends conducted by Radius Global Market Research shows that while there are certainly differences, there are also significant similarities between the groups.
Top Similarities: Millennials versus Boomers
New media and technology are not just for the young. An overwhelming number of both Millennials (90%) and Boomers (86%) routinely research products online. Boomers and Millennials are both engaging via social media at healthy rates. Female Boomers and Millennials use Facebook at a nearly identical rate (90%). And streaming movies and television programming is a reality for both Millennials (77%) and Boomers (40%).
Millennials and Boomers have similar concerns when making purchases. Both focus primarily on quality or price/value, depending on the category.
Millennials and Boomers have the same habits when it comes to where they shop. Retail is the prominent channel for buying most everyday packaged goods, apparel, and electronics.
Top Differences: Millennials versus Boomers
Millennial consumers are more optimistic. They have a more favorable outlook on the economy (71%) and were more apt to maintain/increase spending during the recession (55%).
Millennials and Boomers have different buying priorities. Millennials place travel and apparel as their top two priorities for increased spending in 2014. Boomers are more focused on "necessities" like packaged foods and insurance.
Boomers and Millennials access product information differently. While product research via PC is high with both groups, 60% of Millennials research via smart phone (versus only 14% of Boomers). Boomers are twice as likely (at 38%) to research in newspapers or magazines.
Word-of-mouth sways Millennials. The younger consumers rank word-of-mouth most influential as they make purchase decisions across all categories. Boomers tend to rely on advertising and advice from sales reps.
"While it is beneficial to understand the similarities and differences between generational groups, it is also important for marketers to look beyond these over-arching categories," said Radius GMR senior VP Lesley Brooks. "Nuances such as gender require at least as much attention when it comes to engaging both Boomers and Millennials."