US Millennial Mothers Prefer to Research Products Digitally - eMarketer
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US Millennial Mothers Prefer to Research Products Digitally

48.3% of millennial mothers prefer to research digitally, and buy in-store

November 8, 2016 | Retail & Ecommerce

Most US millennial mothers prefer to research products digitally, whether they end up purchasing the product online or in-store, September 2016 research reveals.

US Millennial Mother Internet Users Who Prefer to Research/Purchase Products In-Store vs. Digitally, Sep 2016 (% of respondents)

Investment bank Roth Capital Partners (ROTH) surveyed 1,000 US female internet users ages 18 to 35 who were expectant mothers or mothers whose youngest child is under the age of 6.

A large share of US millennial mothers, nearly 50%, said they prefer to research products digitally and then purchase them in-store, which makes sense since they want to be able to find the best price out there, but then actually see the item in person before fully committing to it.

Almost a quarter of respondents said they prefer to research products digitally and then buy them online, possibly because of the convenience of researching and purchasing something from one channel.

Fewer millennial moms said they prefer to research products in-store, whether they end up purchasing items there, or online. This is most likely because it’s easier to search and compare products—and prices—online, as opposed to heading over to every store to do so.

Mothers may very well just be looking for the best deal out there. Because they are often operating on tight budgets, mothers tend to be bargain hunters, and many rely on digital tools to help them find the best deal. Separate data from Research Now for ROTH asked millennial mothers to cite smartphone activities they conduct while in-store or out shopping, and most mentions went to “searching for better prices elsewhere.”

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