Dive Brief:

• A new study on millennials by digital strategy and branding company Moosylvania has found that, while millennials are fully engaged in social media, their shopping behaviors are generationally run-of-the-mill.

• Just about half of people in this generation say they often hear about brands from Facebook, but 45% say they find such information from friends and family. While 36% learn about products from television ads, only 18% do from Twitter.

• And if you’re wondering about the importance of brick-and-mortar? Some 62% prefer to see and touch products they consider.

Dive Insight:

It may be time to fold so-called millennials into the broad category of “people” and prepare retail strategies accordingly. Social media is certainly a given for younger people, but it's not a magical way to reach them. Given the importance of being able to check out products in person to this age group, at least according to this survey, it’s clear that retailers should be thinking in terms of adding social media to their strategies, rather than using them to replace old-fashioned advertising or physical stores.