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:  


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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“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Major financial institutions are still trying to figure Millennials out, so Prudential conducted a survey to gather some much-needed intel. The Great Recession-era adults are pessimistic about their financial futures: 79% don’t believe that “comfortable retirement” will be a possibility when they’re in their 80s and 70% think “it’s impossible” to save the recommended annual amount to make it possible. Ypulse found that saving for retirement falls behind other, more imminent financial priorities. (MediaPost)

Teens are rallying around the issue of gun control in increasing numbers. A recent survey from Everytown for Gun Safety and Giffords (conducted by Ypulse) found that gun violence prevention is the top issue young people expect the candidate they vote for in 2018 to take a stance on. Six in ten 15-18-year-olds said they’re “’passionate’ about reducing gun violence” and 72% of 15-30-year-olds agreed that politicians who don’t do more to combat gun violence shouldn’t be re-elected. (Mic)

Need proof that the future of STEM is female? Just take a look at children’s drawings. From 1966-1977, researchers asked 5,000 students to draw a scientist, and about 99% of them drew men. Fast forward the same study to 1985-2016, and one-third of children drew a female scientist. But we still have a long way to go to break gender stereotypes: 14-15-year-olds “drew more male than female scientists by an average ratio of 4-to1." (CNN)

Digital consignment store ThredUp wants to open 100 IRL stores. They’re expanding their physical footprint from two to ten stores this year, with more planned for the future. Why are online-only brands increasingly building bricks-and-mortar? (Think: Glossier, Everlane, even ThredUp competitors like The RealReal). Creating experiences with guests from a common check-out up to an in-store event builds “trust” and “awareness.” (Glossy)

Are Instagram and dating apps “crippling” relationships? Psychotherapist Esther Perel thinks so. Ypulse data shows 27% of 18-35-year-olds have used a dating app, 12% use them weekly, and nearly eight in ten use other social media apps weekly or more often. All that time scrolling past potential partners creates a new kind of loneliness: Instead of feeling “socially isolated,” they’re “experiencing a loss of trust and a loss of capital while you are next to the person with whom you’re not supposed to be lonely.” (Recode)

“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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