Millennial generation purchases represent 54% of online sales. What are the most chosen media, the characteristics of the buyers and the budget invested?
The trend of digital consumption has been growing for years and this process accelerated in the pandemic. The generation that is the protagonist of this transformation in sales, the millennials, is also pushing for other changes in the way of buying.
To understand what the profile of this type of buyer is like, Gelt (cashback app) prepared a report with data on this trend, the most chosen media, the characteristics of the buyers and the budget invested.
The Millennials Represent 54% of Online Buyers.
According to the Argentine Chamber of Electronic Commerce (CACE), although the purchase preference continues to be in the physical store, it is a trend that is changing: just last year, the year-on-year growth in eCommerce turnover was 124%.
While millennials, for their part, represent 54% of purchases through the web, and 60% of purchases by the delivery app in our country.
To better understand the profile of buyers, Gelt detailed in his report that the majority of millennial users live with a person (47%) or live alone (40%) while 64% do not have children. For now, the majority of people making purchases are women: 51%, 48% male, and 1% non-binary/undeclared.
The average ticket amount for millennial consumers is $ 2,800. Most of the expense of the purchase of these buyers is in the supermarket is in dairy (18%), followed in second place by alcoholic beverages (16%). This is followed by bread and cookies (8%), pasta (7%), cleaning products (7%) and non-alcoholic beverages (5%).
“Although the pandemic influenced these figures to skyrocket, the commitment to eCommerce convinced citizens, and it is to be expected that they will increase their influence, especially among the more digital generations,” explains Ignacio Sciarra, Gelt’s business manager.
To this data is added that of the purchases by delivery app 26% are centennials, who are just entering the productive market. “The trend of online channel consumption is unstoppable, as well as app purchases. Today each new business considers how to trade online and in the app, it is important then to understand what the reality of consumers is like ”, Sciarra clarifies.