How America’s Largest Living Generation Shops Amazon
There’s no question that Amazon has become a go-to resource Tor the online purchase of tech products. Given the importance of Amazon as a point of sale location to consumers, we wanted to better understand how consumers, and particularly millennials, are using Amazon and the touchpoints that should matter most to brands seeking to optimize their Amazon sales channels.
Millennials Choose Amazon Over
Sex and Alcohol
Millennials would give up sex and alcohol for one year versus giving up Amazon
%
would choose Amazon over Alcohol
%
would choose Amazon over Sex
Millennials Unlikely to Buy If It’s
Not On Amazon
Fewer Than 1 In 4
%
have purchased between 1 and 5 consumer tech devices on Amazon In the last year
No Time Or Place Is Off Limits
Millennials are shopping on Amazon day and night, everywhere you can imagine
- Awake In the middle or the night 61%
- Working 57%
- Using the bathroom 47%
- Vacationing 38%
- Grocery shopping 24%
- Sitting in traffic 23%
- Intoxicated 19%
- Exercising 15%
Most Millennials Shop Via Mobile Device
%
shopped or consumer tech products on a mobile device
The Amazon App Is Visited Daily
%
use the Amazon app one or more times per day
Tech Purchases Outweigh All Others
%
of Millennials have made a Consumer Tech purchase on Amazon in the last year
Categories shopped on Amazon include:
- Consumer Electronics 61%
- Clothing, Shoes, & Jewelry 60%
- Beauty & Health 50%
- Toys, Kids, & Baby 43%
- Books & Audible 41%
- Home, Garden, & Tools 31%
- Pet Supplies 29%
- Sports & Outdoors 29%
- Other 13%
- Handmade 9%
Consumer Tech Purchases Are Driven By Prime
3 in 4 Millennials purchase consumer tech on Amazon for it’s 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.
Audio & Mobile
Shopped Most Over The Last Year
More than half of millennials have purchased headphones and/or mobile accessories on Amazon in the last year, while 1 in 3 have purchased speakers
- Headphones 54%
- Mobile Accessories (phone cases, etc.) 53%
- Speakers 34%
- Smartphone 29%
- Virtual Assistant (e.g. Amazon Echo) 27%
Amazon Offers Value Across The Customer Journey
Amazon isn’t just for making purchases: consumers use the platform tor discovering & researching products
%
Discover new products on Amazon
%
Research products on Amazon
%
Purchase products on Amazon
Millennials Turn To Amazon Search To Discover New Products
Half of millennials say their last consumer tech purchase was initially discovered on Amazon
Millennials primarily search for consumer tech on Amazon In the following ways:
- Product category 73%
- Customer reviews 55%
- Search by Brand 52%
- Best seller’ options 46%
- Filtering capabilities 46%
Customer Reviews Are Make or Break For Brands
- 55% of millennials search for consumer tech by using customer reviews
- Nearly 90% consult Amazon customer reviews frequently prior to making a consumer tech purchase
- 93% deem Amazon reviews important when weighing a purchase decision
Pros of Amazon customer reviews:
High volume/variety, objective and authentic
“
I’d likely buy a smartphone from the manufacturer because I’d want to be walked through the specifications and get advice.
Cons of Amazon customer reviews:
Fake reviews, vague and subjective
“
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
10 4/⅞ Where the ctAr count hits 4
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
10 4/⅞ Where the ctAr count hits 4
Outside Sources Drive Consumers To Amazon
Blogs and News Sites Are Key
Expert Reviews Prove Helpful
Brand Websites Offer Intel
to making a purchase on Amazon.
One Week Of Research Is Required
For Brands Looking To Engage With Amazon-Obsessed Millenials
Run consumer beta tests before launch to ensure your product is likely to hit the 4-star consumer rating
filled with quotes from media and clear competitive differentiators
consumers another point or reference during their research.
and is easily found through popularly searched keywords.
Lindsay Stuart
Laura Kauffmann
This research study is brought to you by the Business Intelligence Team at Max Borges Agency.
Survey data was collected from May 30 – June 14, 2018, whereby U.S. millennial consumers that purchased consumer technology products on Amazon in the past year were sought.