One of the pervading myths about Millennials is that they’re fickle – they’re less brand loyal than previous generations, and more impulse driven, willing to make decisions on the spot, driven by the need for instant gratification.
And while that might be true for some segments within the Millennial demographic (honestly, the Millennial segment is now so big that it’s hard to lump them all into the same category), a new study from digital shopping platform Thinkover suggests that may not necessarily be the case.
In order to get a better idea of evolving shopping habits, Thinkover surveyed more than 1,000 Millennial women to get their perspective on how they shop, which factors are most influential in the purchase process, and what they’re looking for from brands.
The results, compiled in the below infographic, reveal some interesting insights – particularly as we head into the holiday shopping season.
