shopping report 2013

Shopping Report 2013

08.28.13

What Millennials Really Think About Shopping

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%



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%



Ethnicity

White 25%

Black 25%

Asian American

15%

Hispanic 25%

American Indian 3%

Mixed 7%



Marital Status

Single 36%

DaPng 6%

In a relaPonship

26%

Married 30%

Divorced 2%



Education

High school diploma 27%

Associates Degree 14%

Bachelors Degree 46%

Masters Degree 11%

Doctorate 2%



Employment Unemployed

5% Working part-‐Pme

15%

Working full-‐Pme 52%

Self-‐employed

6%

A student 12%

A full-‐Pme home maker

11%



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%



Who do you usually shop with?



Myself My Friends My Child(ren) My Parent(s)

94%

50%

27% 24%

Where do you shop and how often do you shop there?



Large Retailers (Target)



Daily Few Pmes a week

Few Pmes a month

Monthly Once in a while

Never

7%

24%

33%

14%

20%

2%



Department Stores (Macy’s)


Few Pmes a month


Never

6% 10%

24%

17%

36%

7%



Chain Stores (Gap)


Few Pmes a month


Never

5% 8%

19% 17%

39%

12%



Discount Stores (Marshalls)


Few Pmes a month


Never

6%

11%

23% 21%

34%

5%



Specialty Stores (Fred Segal)


Few Pmes a month


Never

4% 6%

12% 11%

33% 34%



Vintage/Thrift Stores


Few Pmes a month


Never

7% 10%

18% 14%

33%

18%



Online


Few Pmes a month


Never

22%

28% 27%

9% 12%

2%

What maters most to you when you’re shopping?



Price 30%

Quality 41%

Style 14%

Value 15%

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 as Target, 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!



Buzz Marketing Group 1515 Market St.

Suite 1810 Philadelphia, PA 19102

215.399.5679 www.buzzmg.com

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