Survey: Millennials want same things in stores as they do online

When it comes to shopping in stores, “digital natives” want the same technological conveniences they have come to expect online.



According to a new research report from Euclid Analytics, “Bringing Digital Engagement In-store,” 67% of millennial adults age 18-34 would be very or somewhat likely to use in-store WiFi for faster checkout via an exclusive VIP line. This compares to 60% of Gen Xers 35-54 and only 38% of baby boomers age 55 and older.



Similar generational differences apply to using in-store WiFi for exclusive lines for customer service or in-store pickup (60% millennial, 53% Gen X, 38% baby boomer). The differences between millennial and Gen X responses is less pronounced for requesting attention of a store associate (47% millennial, 42% Gen X) and instant access to a gift, daily deal or same-day discount (72% millennial, 69% Gen X).



However, baby boomers lag in interest for both of these in-store WiFi services (26% and 52%, respectively). Millennials and Gen Xers have the same interest in using in-store WiFi to enroll in or gain access to a loyalty program and its perks (69% for each age group), along with 47% of baby boomers.



Millennials are also more likely to want retailers to directly communicate with them via connected devices. Eighty-four percent of millennials who own a smartphone or tablet want to receive messages from a retailer during a store visit, compared to 74% of the general population.



There are also some differences in how millennials would like to be contacted during a store visit. Fifty-seven percent of millennials would like to choose when they receive an in-store message (such as when they first enter), compared to 47% of Gen Xers and 43% of baby boomers. Millennials are also more likely to want to receive personalized in-store messages based on past online behavior (29%, compared to 22% of Gen Xers and 13% of baby boomers).



Harris Poll conducted an online survey of 2,115 U.S. adults online for Euclid Analytics in February 2016.