Infographic: 73% of Millennials Use Their Phones to Shop Online

Compared to 33% of boomers

71 percent of millennials say their mobile device is becoming their most important shopping tool. Mia Kievy / Getty Images
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When it comes to the intersection between tech and retail, there’s no one-size-fits-all approach—especially for mobile. A new report from market research company GfK found that while a whopping 71 percent of millennials consider their mobile device to be their most important shopping tool, just 21 percent of boomers feel the same.

“These findings highlight the chasm between generations when it comes to the devices preferred for online shopping, as well as the belief in the value of mobile payments,” explained Joe Beier, evp, shopper and consumer insights, GfK. “Given this diversity, it’s crystal clear that ‘marketing to the mean’ is no formula for success. A much more granular approach is called for.”

This story first appeared in the Jan. 7, 2019, issue of Brandweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.