In preparation for this year's back-to-school season, BuzzMG reached out to Millennials to gain insight into their shopping habits and preferences.

1. Shopping Report 2013
08.28.13
What Millennials Really Think About Shopping

2. Who was Involved?
Buzz Marketing Group’s Shopping Report
2013 is based on qualitative and
quantitative research conducted with 500
buzzSpotters® throughout the United
States during the month of March, 2013.
This report is available for download at
www.buzzmg.com/reports.
Composed based on data
from 3.8.2013 – 3.22.2013
500 Participants
9,000 Panelists
53% Female
47% Male
Survey fielded online
Ages 18-34
18-22
17%
23-26
25%
27-30
31%
31-34
27%
What Millennials Really Think About Shopping
Shopping Report 2013

3. Location
NY
14%
CA
11%
IL
12%
TX
8%
PA
7%
DC
6%
FL
7%
GA
6%
MA
7%
MI
5%
Rest
of
USA
17%
What Millennials Really Think About Shopping
Shopping Report 2013

4. Ethnicity
White
25%
Black
25%
Asian
American
15%
Hispanic
25%
American
Indian
3%
Mixed
7%
What Millennials Really Think About Shopping
Shopping Report 2013

5. Marital Status
Single
36%
DaPng
6%
In
a
relaPonship
26%
Married
30%
Divorced
2%
What Millennials Really Think About Shopping
Shopping Report 2013

6. Education
High
school
diploma
27%
Associates
Degree
14%
Bachelors
Degree
46%
Masters
Degree
11%
Doctorate
2%
What Millennials Really Think About Shopping
Shopping Report 2013

7. Employment
Unemployed
5%
Working
part-­‐Pme
15%
Working
full-­‐
Pme
52%
Self-­‐
employed
6%
A
student
12%
A
full-­‐Pme
home
maker
11%
Shopping Report 2013
What Millennials Really Think About Shopping

8. Household Income
Less
than
$8,000
$8,000
-­‐
$33,000
$33,000-­‐
$82,000
$82,000
-­‐
$170,000
$170,000
-­‐
$370,000
More
than
$370,000
I
don't
want
to
specify
2%
23%
46%
22%
1%
0%
5%
Shopping Report 2013
What Millennials Really Think About Shopping

9. Who do you usually shop
with?
What Millennials Really Think About Shopping
Shopping Report 2013
Myself
My
Friends
My
Child(ren)
My
Parent(s)
94%
50%
27%
24%

10. Where do you
shop and how
often do you
shop there?
What Millennials Really Think About Shopping
Shopping Report 2013

11. Large Retailers (Target)
What Millennials Really Think About Shopping
Shopping Report 2013
Daily
Few
Pmes
a
week
Few
Pmes
a
month
Monthly
Once
in
a
while
Never
7%
24%
33%
14%
20%
2%

12. What Millennials Really Think About Shopping
Shopping Report 2013
Department Stores (Macy’s)
Daily
Few
Pmes
a
week
Few
Pmes
a
month
Monthly
Once
in
a
while
Never
6%
10%
24%
17%
36%
7%

13. What Millennials Really Think About Shopping
Shopping Report 2013
Chain Stores (Gap)
Daily
Few
Pmes
a
week
Few
Pmes
a
month
Monthly
Once
in
a
while
Never
5%
8%
19%
17%
39%
12%

14. What Millennials Really Think About Shopping
Shopping Report 2013
Discount Stores (Marshalls)
Daily
Few
Pmes
a
week
Few
Pmes
a
month
Monthly
Once
in
a
while
Never
6%
11%
23%
21%
34%
5%

15. What Millennials Really Think About Shopping
Shopping Report 2013
Specialty Stores (Fred Segal)
Daily
Few
Pmes
a
week
Few
Pmes
a
month
Monthly
Once
in
a
while
Never
4%
6%
12%
11%
33%
34%

16. What Millennials Really Think About Shopping
Shopping Report 2013
Vintage/Thrift Stores
Daily
Few
Pmes
a
week
Few
Pmes
a
month
Monthly
Once
in
a
while
Never
7%
10%
18%
14%
33%
18%

17. What Millennials Really Think About Shopping
Shopping Report 2013
Online
Daily
Few
Pmes
a
week
Few
Pmes
a
month
Monthly
Once
in
a
while
Never
22%
28%
27%
9%
12%
2%

18. What maters most to you
when you’re shopping?
What Millennials Really Think About Shopping
Shopping Report 2013
Price
30%
Quality
41%
Style
14%
Value
15%

19. Key Findings
Millennials enjoy shopping with friends and family but they
seem to prefer shopping alone. Although roughly a
quarter of Millennials shop with their children and with
their parents, and 50% shop with their friends, 94% of
Millennials said they usually shop alone.
When shopping, Millennials search for quality more
than anything else, but price is still very important to
them when purchasing a product. When asked what is
the most important factor to them while shopping,
41% chose quality, followed by 30% who chose price.
Somewhat surprisingly, value(15%) and style(14%) were
much less important to Millennials when asked to select
one factor.
Millennials’ shopping habits have evolved with new
technologies. While large retailers, such asTarget, are
still attracting Millennials multiple times per week
(24%) and multiple times per month (33%), online
shopping definitely wins out as 22% of survey
respondents shop online daily and 28% shop online
multiple times per week. Compare this to department
stores, in which only 6% of participants shop on a daily
basis!
What Millennials Really Think About Shopping
Shopping Report 2013

20. Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com
Contact Us