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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“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

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