Description

Stay ahead of the curve with Mintel’s US Millennials: Online Shopping Behaviors Market Report 2023. Our full report is packed with millennial consumer insights, the latest trends and consumer behaviors affecting how the generation approaches online shopping.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.

Key Issues Covered in this Report

  • How economic factors are impacting Millennials’ shopping behaviors.
  • Key consumer segments within the generation.
  • Product category purchases and retailers shopped.
  • The role of social media in product discovery.
  • Important factors when shopping online.
  • Attitudes toward shopping online.

Who are Millennials?

Mintel defines Millennials as the generation born between 1980 and 1996. In 2023, members of the Millennial generation are between the ages of 27 and 43.

US Millennials’ Online Shopping Behaviors: Fast Facts

  • Millennial shoppers are the heaviest online shoppers of all generations, with over half of US Millennials shopping online once or more per week.
  • Strong ethics are important to Millennial shoppers, with two thirds agreeing that they wouldn’t buy from a brand or retailer that behaved unethically.
  • Nearly two-thirds of Millennial shoppers bought clothing and footwear online in the past year, making it the most popular category.

US Millennials’ Online Shopping Behaviors: How can you brand respond?

Solutions like AI and innovations that integrate the online and physical channels have the opportunity to make the shopping experience more seamless, enjoyable and convenient for US Millennials. The majority of Millennials are heavy online shoppers, but part of the journey to purchase can take place offline, with almost two-thirds of US Millennials preferring to view an item in-person before purchasing online. Therefore, while it is advisable for brands to take a digital-centric marketing approach, they mustn’t forget about the physical channel, which is just as important as the digital one.

Purchase our full report to discover more about the online shopping behaviors of US Millennials, and what your brand can do to respond to the needs of this important consumer group. Readers of this report may also be interested in Mintel’s US Marketing to Millennials Market Report 2023.

Expert Analysis from a Retail Specialist

In this report our analyst Marisa Ortega delivers in-depth commentary and analysis to highlight Millennial consumer trends and relevant marketing and innovation opportunities in the ecommerce industry.

Millennials are an important target audience in ecommerce and marketers will want to understand their preferences to meet their needs online.

Marisa Ortega - Retail and eCommerce AnalystMarisa Ortega
Retail & eCommerce Analyst

Table of Contents

    • Key issues covered in this report
  1. Executive Summary

  2. Millennials by the numbers

    • Graph 1: Millennials, by demographic characteristic, 2023
    • Graph 2: population by generation, 2018-28
    • Graph 3: population by race and generation, 2023
    • Graph 4: marital status, by age, 2021
    • Graph 5: households, by presence of children and age of householder, 2021
  3. Consumer Insights

    • Millennials: fast facts
    • Online shopping frequency
    • Graph 6: online shopping frequency in the past 12 months, by generation, 2023
    • Graph 7: online shopping frequency, by key demographics, 2023
    • Items shopped online
    • Graph 8: items shopped online in the past 12 months, 2023
    • Graph 9: items shopped online in the past 12 months, by parental status, 2023
    • Graph 10: items shopped online in the past 12 months, by race and Hispanic origin, 2023
    • Retailers shopped
    • Graph 11: retailers shopped, in-store or online, in the past 12 months, NET – any shopping, 2023
    • Graph 12: retailers shopped, in-store or online, in the past 12 months, 2023
    • Graph 13: retailers shopped online in the past 12 months, by financial situation, 2023
    • Graph 14: retailers shopped online in the past 12 months, by race and Hispanic origin, 2023
    • Product discovery
    • Graph 15: sources to learn about products, 2023
    • Graph 16: sources to learn about products, by gender, 2023
    • Graph 17: sources to learn about products, by race and Hispanic origin, 2023
    • Online shopping starting point
    • Graph 18: beginning of the shopping process, by key demographics, 2023
    • Online shopping behaviors
    • Graph 19: online shopping behaviors, 2023
    • Graph 20: online shopping behaviors, by parental status, 2023
    • Graph 21: online shopping behaviors, by race and Hispanic origin, 2023
    • Important factors when shopping online
    • Graph 22: important factors when shopping online, NET – any rank, 2023
    • Graph 23: important factors when shopping online, by race and Hispanic origin, NET – any rank, 2023
    • Graph 24: important factors when shopping online, by parental status, NET – any rank, 2023
    • Attitudes toward shopping online
    • Graph 25: attitudes toward shopping online, select responses, NET – agree, 2023
    • Graph 26: attitudes toward shopping online, by gender, select responses, NET – agree, 2023
    • Graph 27: attitudes toward shopping online, select responses, NET – agree, 2023
    • Graph 28: attitudes toward shopping online, by race and Hispanic origin, NET – agree, 2023
  4. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  5. The Market

    • Market context
    • Market drivers
    • Graph 29: consumer price index change from previous period, 2020-23
    • Graph 30: GDP change from previous period, 2007-23
    • Graph 31: unemployment, 2020-23
    • Graph 32: disposable personal income chained (2012) dollars, 2022-23
  6. Appendix

    • Graph 33: median household income, by age of householder, 2020

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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