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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Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

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