READ ALSO: The anatomy of Canada\u2019s hyper shopper<\/a><\/strong><\/p>\n With 80% of Canadians now shopping online<\/a> and millennials accounting for 33% of all online purchases in Canada, it\u2019s vital that e-commerce retailers in particular understand what drives this group\u2019s buying patterns.<\/p>\n Whether by rocking your mobile marketing or targeting social groups instead of life stages, you can definitely make inroads with this important demographic. New, market-leading research from Canada Post can help by providing an in-depth look at this segment of shoppers and why they represent such a pivotal opportunity for future e-commerce market growth.<\/p>\n <\/p>\n The most diverse generation to have ever existed, today\u2019s millennials include increasingly affluent adults in their 20s and 30s. Many are building careers, raising kids, and living in their own homes \u2013 which means their collective spending is expected to rival, if not exceed, all other demographics.<\/p>\n Millennials already make up 35% of hyper shoppers<\/a>, making at least 25 purchases per year, and that number is expected to increase sharply.<\/p>\n Here\u2019s what Canada\u2019s millennial shoppers look like and why they\u2019re deserving of your attention<\/p>\n Not all millennials are the same, of course. In fact this group is made up of a few key sub-segments:<\/p>\n You\u2019ll want to segment the population and drill down to the exact ideal buyer you\u2019re targeting, providing these prospective buyers with the experiences they require.<\/p>\n Millennials are particularly adept at using different mobile devices, apps and social media in search of their purchases (20% regularly compare costs across an array of merchants) and they expect an integrated, seamless experience, regardless of the channel, upon arrival.<\/p>\n Each channel must support the others in ways that drive engagement, and are, in combination, easy and straightforward to use.<\/p>\n Amazon, for example, is an industry leader because it does a great job at finding and minimizing any type of friction. From Amazon Prime to free shipping and one-click ordering, its innovations are centred on removing barriers that might impede customers.<\/p>\n Given millennials\u2019 fondness for sharing their experiences publicly, user-generated content is another key driver in their decision-making process. Millennials talk openly about what they like and don\u2019t like, and share their opinions widely with friends and family.<\/p>\n That\u2019s why it\u2019s important to leverage social media (31% of millennials check rating and reviews before buying) with this group whenever you can. Once they commit, they can quickly become spokespeople for your company.<\/p>\n Bad news travels equally fast though. Thirty-four percent of millennials, for instance, say a poor delivery experience would stop them from shopping with that retailer again.<\/p>\n Here are some of the things that drive Canada\u2019s millennial shoppers.<\/p>\n Digitally savvy, millennials use technology to hedge their bets. They spend a lot of time researching products, regularly searching out reviews and user feedback \u2013 increasingly through mobile devices.<\/p>\n Millennials\u2019 increasingly sophisticated shopping habits are being passed on to older generations as well, fuelling a sustained period of online sales growth \u2013 another reason you need them on your side.<\/p>\n Like what you\u2019ve read? <\/span>Cliquez ici<\/a>\u00a0 <\/span>to check out the original post and other related articles<\/span><\/p>\n Source: eMarketer report, Nov, 30 2015. Originally obtained from \u201cIpsos Canadian Inter@ctive Trends Report\u201d as cited in press release Nov. 30, 2015. Study done in June 2015 based on past 12-month activity.<\/em><\/p>\n READ MORE: E-commerce returns: from costly complication to competitive advantage<\/a><\/strong><\/p>\n![\"Get](\"https:\/\/www.canadapost.ca\/assets\/img\/blogs\/business\/shipping\/2017\/MC-2759\/Get_the_whitepaper_btn_EN.png\")
<\/a><\/p>\nChanging the face of shopping<\/h4>\n
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<\/p>\nDifferent clusters with varying needs<\/h4>\n
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Needless to say each of these categories of millennials has different needs and wants when it comes to online shopping \u2013 whether it\u2019s the product categories they purchase or their expectations for how quickly their orders arrive.<\/p>\nDigital, connected, and demanding<\/h4>\n
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<\/p>\n\u00a0A growing e-commerce force in Canada<\/h4>\n
For more insight on identifying and attracting these important shoppers to your business, get our latest whitepaper on growing e-commerce in Canada<\/a>.<\/h4>\n