Millennials unlikely to buy if it'snot on Amazon
Millennials are highly devoted to Amazon
Fewer than 1 in 4
will proceed with a consumer tech purchase if it’s not available on Amazon
78%
have purchased between 1 and 5 consumer tech devices on Amazon in the last year
Millennials choose Amazon over
sex and alcohol
Millennials would give up sex and alcohol for one year versus giving up Amazon
77%
would choose Amazon over Alcohol
44%
would choose Amazon over Sex
Most millennials shop via mobile device
71%
shopped for consumer tech products on a mobile device
The Amazon app is visited daily
45%
use the Amazon app one or more times per day
Consumer tech purchases are driven by Prime
3 in 4 Millennials purchase consumer tech on Amazon for its prime shipping
Smartphones are least likely to be purchased on Amazon
Smartphone purchases tend to hail directly from the brand for compatibility, pricing and the assistance offered by brand retailers:
I’d likely buy a smartphone from the manufacturer because I’d want to be walked through the specifications and get advice.
For new smartphones, I would go directly to the store, so I can check out the product and choose from the variety. If I am looking to purchase a used phone, I might purchase it on Amazon.
Amazon offers value acrossthe Customer Journey
Amazon isn’t just for making purchases; consumers use the platform for discovering & researching products
84%
Discover new products on Amazon
87%
Research products on Amazon
88%
Purchase products on Amazon
Customer reviews are make or break for brands
Pros of Amazon customer reviews:High volume/variety, objective and authentic
Generally speaking, I feel like Amazon reviews are coming from real honest people. I never have to worry about fake reviews.
Cons of Amazon customer reviews:Fake reviews, vague and subjective
People can exaggerate and sway me negatively when I might have liked the product.
Low star ratings will not fly with millennial buyers
A mere 8% of millennial buyers are likely to make a consumer tech purchase on Amazon with a 3 star review, though purchase interest peaks to 47% where the star count hits 4
Outside sources drive consumers to Amazon
Blogs and newssites are key
Nearly half of millennials say they often discover consumer tech brands or products on a blog or news site, later making the purchase on Amazon.
Expert reviewsprove helpful
2 in 5 millennials consult expert reviews prior to making a consumer tech purchase on Amazon
Brand websitesoffer intel
3 in 4 Millennials are likely to visit a consumer tech brand’s website prior to making a purchase on Amazon
One week ofresearch is required
Millennials typically need a week or more to make a consumer tech purchase decision on Amazon, though a bit less time for lower-cost items such as mobile accessories, headphones and speakers
For brands looking to engage with Amazon-obsessed millennials
Run consumer beta tests before launch to ensure your product is likely to hit the 4-star consumer rating
Structure your website as a hub for consumers researching your brand; filled with quotes from media and clear competitive differentiators
Work with top technology media to coordinate product reviews, offering consumers another point of reference during their research
Ensure your product is available on Amazon; has ample consumer reviews and is easily found through popularly searched keywords
Lindsay Stuart
Vice President, Business Intelligence
Laura Kauffmann
Senior
Research Manager
This research study is brought to you by the Business Intelligence Team at Max Borges Agency, in conjunction with panel provider Innovate Market Research.Survey data was collected from May 30 – June 14, 2018, whereby 1,108 U.S. millennial consumers that purchased consumer technology products on Amazon in the past year were surveyed.