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…

 
 

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The Newsfeed

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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