Marketing: Are Millennials Browsers or Buyers?

February 27, 2015

In a survey of 1,300 Milennials, a full 50 percent said that they regularly shop for items they have no intention of buying. One third also stated that they find the act of browsing more enjoyable than actually making a purchase.
Data from the survey, conducted last year by The Intelligence Group, a youth-focused data company, indicates that e-commerce has become its own form of recreation, with young Americans spending more and more time shopping without ever clicking that “purchase” icon. The Intelligence Group dubbed this behavior “fauxsumerism.”
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