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Findings from Recent Inmar Shopper Studies Echoed During June 6 Consumer Panel
Winston-Salem, NC (PRWEB) June 30, 2014
Inmar, a company that operates intelligent commerce networks, today announced that the companys 2014 shopper research found millennials are employing more technology than other shoppers to research purchases and maintain their wellness. These findings were given voice during Inmars recent Mining for Millennials program where a consumer panel of six millennials (ranging in age from 18 to 35) spoke about their perceptions and use of promotions, their reactions to supply chain issues experienced in-store and how they engage with the healthcare industry. The panel discussion, held at Inmars headquarters and Team Support Center in Winston-Salem, NC, marked the kick-off of the companys new information series, Insights into the Shopper Experience.
The 2014 Inmar Shopper Behavior Study, which included an online survey of 1,091 shoppers, also found that when it comes to using technology, the tool-of-choice for millennials is the smartphone, with 86 percent saying they use a smartphone. Asked about their usage, the panel participants spoke to doing everything with their smartphones. One panelist, referencing using hers not only for research, but also for banking, list making, social media engagement and other tasks, joked she might have an unhealthy relationship with her smartphone. Collectively, the panelists made it clear to audience members just how important smartphones are to them with comments such as lost without it and similar individual admissions receiving group assent.
According to the 2014 Inmar Shopper Behavior Study, millennials are using technology in more ways than older shoppers with millennials saying they are using technology to undertake, on average, 11.14 research-related activities when they are thinking about buying a product, while older shoppers perform on average, 9.67 activities. Specifically, millennials are more likely than older shoppers to use technology to:
Research-related activity: pre-purchase Millennials Older shoppers
Compare prices across different websites 66% 57%
Read independent reviews 66% 48%
Find locations of the store 66% 55%
Look at images of the product 66% 58%
Check availability of the item in the store 65% 51%
Look at a number of different websites 63% 54%
(Source: 2014 Inmar Shopper Behavior Study)
The 2014 Inmar Shopper Lifestyle Study found that this same kind of technology-enabled research is extremely prevalent among millennials when it comes to healthcare, with 90 percent of millennials using technology to learn about their health and treatment options. All of the Inmar-program panelists said they use technology to help manage their healthcare. Many admitted to a real reluctance to visit the doctor except for a serious condition and all voiced a strong dislike for having to wait to see a provider. The hesitancy to see a doctor among millennials and the premium they place on avoiding unnecessary consumption of precious free time appear to be helping drive their online healthcare-related activity that includes:
Research-related activity: healthcare
Learning about treatment side effects 71%
Learning about a medical condition for which they have been diagnosed 70%
Diagnosing their symptoms 67%
Comparing treatment options 59%
Reading drug/treatment reviews from doctors or other medical professionals 58%
Reading drug/treatment reviews from other patients 55%
Finding coupons or rebates for their medication 38%
(Source: 2104 Inmar Shopper Lifestyle Study)
With the exception of the first two activities listed , millennials perform these tasks in greater proportion than older shoppers. At the same time, 57 percent of millennials prefer to do their own research before speaking with their doctor also a higher proportion compared with older shoppers.
Millennials are very tech savvy and highly engaged shoppers, says Devora Rogers, Senior Director, Retail Insights, who moderated the panel discussion. She adds that, Hit hard by the recession, these shoppers are working hard to stretch tight budgets and optimize limited free time and theyre using research to do both.
To watch a video of the Mining for Millennials consumer panel, click here.
Inmar is a technology company that operates intelligent commerce networks. Our platforms connect offline and online transactions in real time for leading retailers, manufacturers and trading partners across multiple industries who rely on Inmar to securely manage billions of dollars in transactions. Our Promotions, Supply Chain and Healthcare platforms enable commerce, generate meaningful data and offer growth-minded leaders actionable analytics and execution with real-time visibility. Founded in 1980, Inmar is headquartered in Winston-Salem, North Carolina with locations throughout the United States, Mexico and Canada.
For more information about Inmars products and services, please call 866.440.6917 or visit http://www.inmar.com.
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