Millennials Love Offline Experiences

We’re not sure who started banging the drum for the idea that Millennials (25 to 34-year-olds) are supposedly so much into digital experiences that they forsake physical encounters. How this explains phenomena like the “maker movement” we don’t know. And it seems we don’t have to, as the whole assumption is dubious at best.

In a guest post on adage.com, research and analytics expert John Busby shows that young people love human connections. Examples? They are more likely to make a purchase over the phone than older generations. More than 75% of Generation Z members (in other words: current teenagers) prefer to shop at a physical retail location over online shopping. The conclusion? Here’s Busby’s:

What we should be doing, as brands and marketers, is ensuring that our offline experiences are truly extraordinary, with short lines, a helping hand and excellent, personal customer service.

Photo credit: Takashi(aes256)/Flickr CC
PiperJaffray-Teen-Spending-Behavior-Apr2013
A detailed graph of teen shopping behavior