Table - Sources Consumers Use For Local Shopping

The relative ranking of sources most regularly used by Millennials and Gen X are quite similar, while Baby Boomers still turn to print first. Other data shows that Millennials and Gen Xers are far more likely than Baby Boomers to use smartphones and tablets for local shopping. While each generation makes the majority of its local purchases in-store, that average is more pronounced among Boomers (74.2%) than Millennials (55.7%). The results are from BIA/Kelsey’s Consumer Commerce Monitor (CCM), the most recent wave being from September 2013. SourceBIA/Kelsey

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