Dive Brief:

• 37% of shoppers between the ages of 18 and 29 would rather shop in physical stores, compared to 27% who prefer to shop online, according to a study by customer experience consulting firm OpinionLab. 

• OpinionLab surveyed 1,103 shoppers in April and also found that 32% of older shoppers prefer to shop online and 23% prefer stores.

• 93% of millennials shop in stores to find good value, and 61% say they like the ability to touch and feel the merchandise.

Dive Insight:

With research also showing that younger shoppers appreciate a quirky, creative in-store atmosphere, it’s clear that brick-and-mortar remains an essential part of consumer expectations. The trick is to present consumers with an engaging experience in the store. Keep in mind, though, that price continues to be a major factor for shoppers of all ages.