5 E-Commerce Apps Making Mobile Shopping More Millennial

Millennials are making their phones a part of their shopping experience, and e-commerce apps are pulling out all the tricks to get them to buy via mobile…

Millennial shoppers are redefining retail by making their phones a central part of their shopping experience: purchasing on mobile, returning at higher rates, and "showrooming"—selecting clothes in-store then purchasing online. According to Ypulse’s recent survey, 49% of 18-34-year-olds with smartphones say they shop on their phones weekly, and 29% say they do at least once a month. That’s a large majority of Millennial shoppers who are buying via mobile on a very regular basis—which means that e-commerce apps need to keep up.

Our recent mobile study confirmed that app use far outweighs mobile site use among young consumers. If you’re not putting it in an app, they’re not likely to interact with it on the device they’re spending more and more time on. Condé Nast and Goldman Sachs reported earlier this year that two of the most popular apps among Millennials and Gen Z are Snapchat and Amazon—and we’re seeing new e-commerce platforms borrow inspiration from both to create more Millennial mobile shopping experiences. From incorporating augmented reality into the shopping experience to creating a seamless "browse to buy" process, they're making mobile shopping more efficient, fun, and easy. In short, more Millennial. Here are five to take note of:  

SHOP/WHO WHAT WEAR

Popular style blog Who What Wear has unveiled a shoppable app that’s “so good, it’s a little dangerous”—for your wallet that is. With a reported 65% of their readers scrolling Who What Wear content via phone, the brand is calling their app “the natural next step” in their strategy. The “curated mobile shopping experience” features 30 brands, including TopShop,…

 
 

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The Newsfeed

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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