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

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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