Email marketers wondering who to target have the answer right in their hands. It’s millennials, according to a study by First Insight.
Of members in that cohort in the U.S., 74% are likely to spend more than $50 on an in-store purchase, compared with 71% of Gen Xers and 65% of baby boomers.
However, they are only second when it comes to online shopping — 54% spend $50, versus 59% of Gen Xers and 49% of boomers.
Millennials are also more likely to “flex,” or to display brands to show a personal association with them — 19% flex in the U.S., versus 22% in the UK. Sports brands are the most likely to be flexed, by 26% in the U.S. and 27% in the UK.
In addition, 21% of millennials in the U.S. and 25% in the UK will flex heritage brands.
People in that youthful age group also have the highest added-to-cart percentage rates both in-store and online — 87% in the U.S. compared with 87% of Generation X and 78% of boomer respondents.
Online, 83% of UK millennials will sometimes or always add items to their carts, as will 78% in the U.S. In contrast, 74% of Gen Xers and 53% of boomers in the U.S. will do so, as will 69% of Gen Xers and 52% of boomers in the UK.
Millennials are defined as people born between 1981 and 2000.
First Insight, provider of a merchandising platform, surveyed 1,000 millennial consumers in the U.S. and 565 in the UK.