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Sorry Millennials; You're Not That Different

Posted on 8.11.2015

This may come as somewhat of a surprise to millennials, but the group is not that much different than other age groups when it comes to how advertising influences their purchasing decisions.

Performance marketing company Adroit Digital released research this week examining how millennials' online shopping behavior and response to digital advertising differs from that of GenX and Boomers.

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Highlights from Adroit's Marketing to Millennials study, include:

+ Both millennials and those 35 and older do the majority of retail browsing in-store -- 57% and 61%, respectively.
+ The majority of respondents are also more likely to click on a mobile ad over a desktop ad -- 55% of those 18-34 and 52% of those 35+.
+ 75% of those 18-34 and 73% of those 35+ replied that online and/or mobile advertising affects what they purchase.
+ 55% of millennials and 54% of those 35+ chose online review sites as the online social medium that affects their retail purchases the most.
+68% of millennials and 69% of those 35+ agree that one-click purchasing makes a difference in their likelihood to buy something.

"Our study shows that, in many instances, millennials don't shop or respond to digital advertising any differently than their older counterparts," said Jacob Ross, President of Adroit Digital. "This indicates that behavioral data is a better predictor of how someone will respond to a message than age alone."

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