Millennials are more likely than others to continue online shopping post-pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 14, 2020, 5:55 PM UTC

Baby boomers are the demographic most eager to get back to physical shopping.

With almost half of millennials planning to shop more online post-COVID, businesses should target this demographic while creating their holiday season marketing strategies. 33% of consumers below 40 are expected to increase their holiday season spending, as opposed to only 13% of those above 40.

Only 18% of baby boomers plan to increase their online shopping after the pandemic, followed by Gen Z at 33% and Gen X at 35%. 51% of US millennials are also planning to make almost all or most holiday purchases from small local stores. 

Users acquired through mobile channels are more valuable than other gateways as they are more likely to convert. But, marketers must also keep in mind that newly acquired customers are more likely to move on than consumers acquired pre-pandemic.

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