Millennials are most open to new purchasing channels like touch-screen displays in public places and click-to-buy TV commerce.
Our new trend report, “Retail Rebooted,” outlines how retailers are evolving for an increasingly sophisticated digital and data-centric world. It includes an update of one of our 10 Trends for 2013, Everything Is Retail, which examines how shopping is shifting from an activity that takes place in physical stores or online to a value exchange that can play out in multiple new and novel ways. Since almost anything can be a retail channel—from YouTube videos to subway platform walls—brands will get increasingly creative about where and how they sell their products.
Thus far, Millennials are most open to new purchasing channels like touch-screen displays in public places and click-to-buy TV commerce (which we cover in depth here). According to a November 2012 survey of 1,016 adults in the U.S. and the U.K. that we conducted using SONAR™, JWT’s proprietary online tool, a majority of this tech-savvy generation is willing to embrace mobile-enabled commerce by using their phone to buy goods via shoppable billboards or scanning images in a magazine. Men are also more apt to adopt these tools than women.