Confused Where Retail’s Heading? Then You Only Need Follow The Millennials!

Confused Where Retail’s Heading? Then You Only Need Follow The Millennials!
SHARE
THIS



digital performance management firm Dynatrace has just released some research into Millennials, their mobiles and their shopping habits. Here, the company’s senior marketing director Dave Anderson has extracted the best bits of the report and all for B&T readers…

Millennials have increasingly higher demands from their digital user experiences, and retailers need to adapt faster than ever. This is evidenced in a new global survey we conducted that looked at the Christmas holiday shopping habits of consumers across Australia, the US, UK, France and Germany. You can see the full report results here.

Millennials surveyed, those aged 18 – 34, show us some really great insight into current and future customer expectations. As we all know, Millennials are super connected and their mobile is the centre of their digital lives. They’ve become very accustomed to high quality mobile experiences from large international brands like Google, Apple and eBay, and they’ll benchmark local retailers against them, not traditional competitors. Their expectations are high.

Let’s get stuck into the survey data which was conducted in last month, involving more than 6,000 smartphone and tablet owners.

Mobile shopping will set new records again this year, and smartphone and tablet shopping will be a dominant factor across web, mobile web and mobile applications this year.

  • Huge increases in the use of smartphones and tablets for holiday shopping this year —up 60 per cent for Millennials and 42 per cent for all age groups surveyed.
  • Millennials are shifting into overdrive, as 50 per cent globally (54 per cent in Australia) will do more holiday shopping on their mobile devices than in stores.

In-store shopping is now also mobile shopping…

  • 62 per cent of Millennials (61 per cent in Australia) will use their mobile devices in physical stores to compare prices, read product reviews and download coupons.
  • More than one in every four smartphone/tablet users and nearly four of every 10 Millennials will use their devices to make purchases when they are in stores shopping for gifts.

Poor digital performance comes with a big price tag… substantial revenue losses and damage to your brand

  • 75 per cent of all shoppers, 81 per cent of global Millennials and 75 per cent of Australian Millennials report that if a mobile site or mobile app is buggy, slow or prone to crashes they would abandon it and shop elsewhere.
  • 49 per cent of Millennials and 47 per cent of all shoppers using their smartphones and/or tablets say they would shop elsewhere if a mobile site or app fails to load in three seconds or less.
  • 68 per cent of all holiday shoppers using their smartphones and/or tablets say they would try a mobile site or app one more time if it did not work the first time – an immediate loss of 32 per cent of shoppers.
  • Your apps are your brands – and if they deliver poor experiences the world will hear about it as 59 per cent of Australian Millennials (and 51 per cent of global Millennials) say they are likely to complain on social media about a poor online shopping experience.

Millennials prefer mobile apps

– 54 per cent of Millennials prefer to use company-specific mobile applications rather than company websites when shopping on smartphones and/or tablets. Why? Because 62 per cent of global Millennials (65 per cent of Australian Millennials) say that mobile applications have better user experience and performance than sites.

The bottom line…

Millennials show us a clear path – companies will win or fail based on customer experiences they deliver at every opportunity along the digital shopping journey – web, mobile web and mobile apps – no matter where customers are – at home on the couch, in their office and even when they are inside stores shopping.

Customers’ behaviours and expectations continue to change and digital transformation should not focus only on getting a 360° view of their customers, it’s all about the delivered user experiences too. You need to deliver at scale, across channels with a special focus on mobile or suffer the consequence.

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]