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Time to Forget About Millennials and Think About Centennials?

Posted on 12.01.2015

If you have ever wondered what generation comes after Millennials, the answer is Centennials.

According to a recent PowerReviews study, Centennials (ages 13-18) are leading an in-store shopping charge. The data shows that although 94 percent of Centennials prefer to research and browse products online, 46 percent prefer to make purchases in stores. Comparatively, just 37 percent of Millennials (ages 19-34) prefer purchasing in stores.

“There is no longer distinction between ecommerce and commerce. These results reflect the blurring lines between online and in-store, particularly with our latest generation,” said Matt Moog, CEO of PowerReviews. “This study demonstrates that Centennial engagement is ongoing and omnichannel. Retailers need to be equipped to reach Centennials at any stage of their shopping journey.”

The report also reveals that Centennials, unsurprisingly, don’t have a lot of patience. In fact, more than a third of Centennials said they would not purchase a product if they couldn’t ask a question about it directly on the product’s page, while 79 percent said they’d head straight to another retailer or Amazon.

Other noteworthy stats show that 95 percent of Centennials read reviews while shopping and almost half will not purchase a product if there aren’t enough reviews. What’s more, almost two-thirds of Centennials read a minimum of four reviews before making a purchase. Reviews are actually more important to this young age group than a recognizable brand name or free delivery, and are even trusted more (43 percent) than a friend’s recommendation on social media (21 percent). Plus, almost half of all Centennials say they don’t trust a product’s reviews if there are no negative reviews included.


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