Consumers from the Millennial generation are more likely to shop with their friends and families than older consumers, according to a new survey released Aug. 18 by marketing agency Barkley, in partnership with Service Management Group and the Boston Consulting Group.
The survey found that a great percentage younger consumers report shopping with other their family and spouses (13 percent) than older consumers (6 percent). More also shop with adult friends (4 percent versus 2 percent).
In addition, 70 percent of Millennials reported feeling excited when their friends agreed with them about where to shop. Only 48 percent of older adults reported a similar level of influence.
Additionally, 50 percent of Millennials reported using a mobile device while shopping to research products, versus 21 percent of older consumers.