ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS
Millennials’ Love Affair With Amazon, In 4 Charts

Millennials’ Love Affair With Amazon, In 4 Charts

How much do Millennials love Amazon? Oh, we’ve counted the ways…

Over years of surveying Millennials on a monthly basis—on topics ranging from media consumption to shopping across multiple categories—certain themes begin to emerge, and one theme in the generation’s shopping behavior is clear: they love Amazon. The site topped our list of Millennial & Teens’ 10 favorite places to shop online by a landslide in 2016, for the second year in a row. Roughly 60% of respondents named the online marketplace as their top spot to shop online. The immense variety of products they can find there—and the seamless shopping experience that it creates—is a huge draw. One female 21-year-old said of the site, “I can find all the things. All the things. Do I want a jar of peanut butter with my coloring book? Yes. Yes, Amazon, I do.”

The site also made BOTH the list of overall brands Millennials & Gen Z think are most innovative, and the non-tech brands they think are most innovative. One 29-year-old male said, “They are constantly creating or improving products, including ones that you don’t normally associate with them. Kindle. Fire TV. Drones. Cloud Storage. Moving Trucks.” A 25-year-old female told us, “They’re thinking ahead of the times… coming up with services that we don’t yet realize that we want (e.g. grocery stores w/o lines).”

We’re obviously not the only ones who have noted Millennials’ love affair with Amazon. Multiple brands have made efforts to strengthen their online retail in recent years—and a recurring reason is, “to compete with Amazon.” An analysis of the emotional bonds between brands and young consumers by independent agency MBLM found that Amazon was the second most emotional brand for the group, second only to Disney. But to get a real look at just how much their love for the site is impacting their retail behavior, and how devoted they have become, we’ve outlined their Amazon addition in four charts:

When we asked Millennials what stores they usually shop at, Amazon was top of the list, with 75% of 13-33-year-olds. “One stop shopping” is very popular with a generation short on time and patience. Speaking of patience, Amazon’s ability to get the products they want to them in no time flat—thanks largely to Prime—was also frequently mentioned. But Amazon also offers the peer-reviews that they live by. One 30-year-old male told us, “They have a variety of products and a ton of reviews. I rarely purchase something online before reading a review.”

Millennials were driving online shopping this past holiday season, and when we asked after the season was over, Amazon was the top store they shopped at by far. Slice Intelligence found all online holiday spending was up 19% since 2015, and that Amazon now accounts for 43% of all shopping. Convenience and deals are the biggest motivators, as is more personalization. As one 26-year-old explained, “I can’t walk into a store and say, ‘unique gifts for my 21-year-old brother.’”

Millennial parents are the new target market for family purchasing, and when we asked, Amazon edged out Walmart as the top store they’re buying their children’s’ toys and clothes. Amazon has created services that just happen to make Millennial parents’ busy lives much easier, like subscriptions for specific items (think diapers, wipes, etc.) and even dash buttons for the home items that they’re likely running out of more quickly than ever. Convenience rules for the modern parent, so shopping online and retailers that provide shortcuts are clearly winning out.

Amazon Prime is the second ranking type of subscription that Millennials tell us they actually pay for, second only to online streaming accounts (which they’re also highly addicted to). Now, Amazon is setting up camp across college campuses to hook students as Prime customers as early as possible. Locker pickup locations for free same-day deliveries have been put in place at 14 U.S. colleges and the company “is rapidly rolling out new locations.” At these shipping hubs, Amazon Prime Student users can pick up online orders or drop off items for return with help from an assigned employee. The convenient lockers are often next to bookstores and open for longer hours than the campus mailroom, and the discounted Prime price is “meant to get students addicted to Prime service at a young age.”

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