On the millennial frequency

 

Martin Shaw, InternetRetailing head of research, on a collaboration with Hitwise to explore which Top100 websites are most visited by millennial customers

Amazon [IRDX RAMZ], eBay [IRDX REBY] and Argos [IRDX RARG] are winning the battle for customer attention across age groups. The three websites won 63% of visit share among Top100 websites during September and October 2017. More than 30% of the online population visited each of the three retailer’s websites over that time. The popularity of the top websites remained broadly similar from younger to older millennials, according to research carried out in collaboration with consumer intelligence specialist Hitwise (see tables). The study looked at which Top100 retailers, the top fifth of the IRUK Top500 cohort, win a greater share of visits and have a greater reach among two distinct groups: 18 to 24-year-olds, or younger millennials, and 25 to 34-year-olds, or older millennials. The study covered the nine weeks to 28 October – broadly, September and October 2017.

Lisa Luu, manager of innovation and insights at Hitwise [IRDX VEXH], says the study reveals the dominance of Amazon and eBay across the two age groups. Across all age groups, more than seven in 10 people (75%) visited the Amazon website in September and October. Amazon had a 43.6% share of online visits, and a reach of 77.8% among younger millennials (aged 18 to 24). That remained broadly similar among older millennials (aged 25 to 34), where Amazon had a visit share of 43.3% and a reach of 76.1%. Reach measures consumers that a retailer had any contact with, while visit share reveals more interaction such as repeated visits from individual consumers. These figures are given as percentages of the total number of consumers reached by the Top100 and the total number of visits received by the Top100 over the period.

eBay.co.uk followed Amazon with a 14.4% share of visits in the younger millennial age group, and a reach of 62.1%, while among older millennials it had a 15.3% share of visits, and a 61.1% reach. Next-placed Argos had a 3.8% share of visits from younger millennials, with 34.3% having visited its website during the period, and a 3.9% share of visits from older millennials, among whom its reach was 33.3%. The top five was completed by Asos [IRDX RASO] and Apple [IRDX RAPL] for both demographic groups, while the top 10 also included John Lewis [IRDX RJLW], Next [IRDX RNXT], Office [IRDX ROFF], Marks & Spencer [IRDX RMAS] and eBay’s US site, eBay.com for both groups.

These Top10 retailers broadly sell general merchandise including clothing, shoes and homewares. But looking beyond the Top10 to the broader IRUK Top100 retailers, it’s also notable that fast-fashion brands have a higher reach among younger millennials. Members of the 18 to 24-year-old group are 31% more likely to visit the Topman [IRDX RMAN]site than 25 to 34-year-olds, and 25% more likely to visit the Topshop [IRDX RTOP] site. They are also 21% more likely to visit H&M [IRDX RHAM], 31% more likely to visit Foot Asylum [IRDX RFAS], and 37% more likely to visit Moss Bros ?? also drew higher reach among younger millennials than older (23% more likely). Selfridges is potentially attracting an aspirational audience and looking to grow their loyalty over time.” Young millennial shoppers were also more than 52% more likely to visit Selfridges than the general online population.

Other retailers that are more likely to reach younger millennials than the online population include Wiggle (86% more likely), Topman (66%), Topshop (58%), and Office Shoes (53%). Retailers more likely to reach older millennials than the general online population include Miss Selfridge [IRDX RMIS] (30% more likely), Topman and Topshop.com (both 27%), while those more likely to reach older millennials than younger millennials include American Golf [IRDX RAMG] (15% more likely), Kaleidoscope [IRDX RKAL] and Bathstore.com [IRDX RBAT] (both 11% more likely).

The research went on to compare retailers’ share of visits this September and October with the same period last year (the nine weeks to October 29 2016), it found that Cotton Traders [IRDX RCOT] was the fastest growing among younger millennials, with its visit share up by 286%, followed by Topps Tiles.co.uk [IRDX RTTI] (+136%). Among older millennials the fastest-growing websites, in terms of visit share, were office.com (+79%), Majestic Wine [IRDX RMAJ] (+67%) and M&Co [IRDX RMCO] (+55%). Luu points to a rising number of visits from younger millennials to home and garden specialist retailers. Topps Tiles saw its share of visits from 18 to 24-year-olds rise by 145%, Dunelm by 114%, Wickes by 95%, and Screwfix by 89%. Among older millennials, Dunelm [IRDX RDUN] saw its share rise by 48% and Screwfix by 43%. But although home and garden retailers share their share of younger millennial visits rise faster than those from older millennials, DIY sites had a higher reach among older millennials. This group was 6% more likely than younger millennials to visit Screwfix [IRDX RSCR] and 4% more likely to visit Wickes [IRDX RWIC], Homebase [IRDX RHMB] and the B&Q website, diy.com [IRDX RDIY]. It seems that shoppers who grew up visiting fashion websites are now happy to research and buy online from homewares websites as their lifestyles change.

 

“Interestingly, Selfridges drew higher reach among younger millennials than older. Selfridges is potentially attracting an aspirational audience and looking to grow their loyalty over time” Lisa Luu, Hitwise

 

That also seems to be the case as older millennials take charge of the grocery shop. Online supermarkets are seeing their share of visits from older millennials rise: Ocado [IRDX ROCA] and Waitrose [IRDX RWAI] have seen their share of visits from the 25 to 34-year-old age group rise by 45% and 43% respectively. Over time this research carried out in collaboration with Hitwise will focus on different age groups to find out where the differences, and the similarities, lie between online shoppers of varying ages.

Mentioned in this piece…

Amazon

Amazon

IRDX: RAMZ

Amazon is a market-leading eTailer with global reach and a broad array of product types. (more…)

eBay

eBay

IRDX: REBY

eBay is a multinational business-to-consumer and consumer-to-consumer marketplace. (more…)

Argos

Argos

IRDX: RARG

Argos is a large multichannel home and general merchandise retailer. It is a pioneer in multichannel retail, having successfully pivoted its legacy operations into the eCommerce age. (more…)

Hitwise

Hitwise

IRDX: VEXH

Hitwise provides marketers unique insights based on the largest sample of internet behaviour and consumer attitudes—revealing the audiences, search terms, and traffic sources that they need to get a competitive edge. (more…)

ASOS

ASOS

IRDX: RASO

ASOS is a global online fashion retailer offering both branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and cosmetics. (more…)

Apple

Apple

IRDX: RAPL

Apple is a US-based multinational consumer electronics manufacturer that designs, develops, and sells mobile devices, computer software and personal computers. Apple retails through its eCommerce site, Apple.com, and through a global chain of stores. (more…)

John Lewis

John Lewis

IRDX: RJLW

John Lewis is a UK-based multichannel department store. (more…)

Next

Next

IRDX: RNXT

Next is a British multinational clothing, footwear and home products retailer. (more…)

Office Shoes

Office Shoes

IRDX: ROFF

Office Shoes is retails footwear under the brands Offspring, Poste and Poste Mistress, in addition to the eponymous brand. (more…)

Marks and Spencer

Marks and Spencer

IRDX: RMAS

Marks and Spencer is a major UK-based retail chain of large stores and convenience outlets for groceries and fashion. (more…)

Topman

Topman

IRDX: RMAN

Topman is the stand-alone fashion business counterpart of Topshop that caters exclusively to men’s clothing. (more…)

Topshop

Topshop

IRDX: RTOP

Topshop is a British multinational retailer which specialises in fashion clothing, shoes, make-up and accessories. (more…)

H&M

H&M

IRDX: RHAM

H & M Hennes & Mauritz AB (H&M) is a Swedish multinational retail-clothing company, known for its fast-fashion clothing for men, women, teenagers and children. H&M exists in 53 countries.
The first store was opened on the high street of Västerås by Erling Persson, in Sweden in 1947. (more…)

Footasylum

Footasylum

IRDX: RFAS

Born in late 2005, and now trading online and at 29 high street stores, Footasylum is one of today’s new and exciting retailers. (more…)

Miss Selfridge

Miss Selfridge

IRDX: RMIS

Miss Selfridge is a nationwide UK high street fashion retail chain. (more…)

American Golf

American Golf

IRDX: RAMG

American Golf is Europe’s largest golf retailer, with 101 stores in the UK and Republic of Ireland in addition to its online store. (more…)

Kaleidoscope

Kaleidoscope

IRDX: RKAL

Kaleidoscope is a catalogue and an online retailer, which focuses on ladies fashion.

Bathstore

Bathstore

IRDX: RBAT

Bathstore is a bathroom retailer with 170 stores across the UK and a comprehensive multichannel offering. Customers with Bathstore receive the same experience whether visiting a store or flicking through the brochure on a tablet or mobile. The site supports the booking of an in-store face-to-face consultation. (more…)

Cotton Traders

Cotton Traders

IRDX: RCOT

Cotton Traders is a British clothing company, specialising in rugby apparel and leisurewear, based in Altrincham, Greater Manchester, England. It was founded in 1987 by former England national rugby union team captains Fran Cotton and Steve Smith.

Cotton Traders operates 125 retail stores nationwide in high street, retail outlets, garden centres, airports and motorway services locations. They also offer an overseas delivery service, having proved popular amongst the British expat community. (more…)

Topps Tiles

Topps Tiles

IRDX: RTTI

Topps Tiles is a British multichannel retailer based in Enderby. (more…)

Majestic Wines

Majestic Wines

IRDX: RMAJ

Majestic Wine is a British wine retailer with 170 stores in the UK and three in France. (more…)

M&Co.

M&Co.

IRDX: RMCO

Founded in 1834, M&Co is a UK-based multichannel apparel and homeware retailer, selling women’s, men’s, and children’s clothes, as well as small homeware products. The chain operates over 300 stores and also has an online presence. (more…)

Dunelm

Dunelm

IRDX: RDUN

Dunelm Group plc (formerly Dunelm Mill) is a major British-based home furnishings retailer with over 100 stores and over 40 implant Pausa coffee shops throughout the United Kingdom. One of the largest homewares retailers in the United Kingdom, Dunelm’s headquarters are based in Watermead Business Park, Syston in Leicestershire. It also has its own UK factory for curtains, blinds and accessories also based in Leicester.

It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index.

(more…)

Screwfix

Screwfix

IRDX: RSCR

Screwfix is an in-store, direct and online retailer of trade tools, accessories and hardware products. (more…)

Wickes

Wickes

IRDX: RWIC

Wickes is a UK-based DIY retailer with more than 200 stores throughout the country. Wickes’ product lines primarily include supplies and materials for homeowners and the building trade.

Wickes is owned by Travis Perkins plc. (more…)

Homebase

Homebase

IRDX: RHMB

Homebase is a British home improvement store and garden centre, with 342 stores across the United Kingdom and Republic of Ireland, serving around 60 million transactions a year, and a growing internet offering. (more…)

B&Q

B&Q

IRDX: RDIY

B&Q is the largest home improvement and garden centre retailer in the UK and Ireland. The company retails through hundreds of stores and its eCommerce site, diy.com. It is a wholly owned subsidiary of Kingfisher plc. (more…)

Ocado

Ocado

IRDX: ROCA

Ocado is an online supermarket and a vendor of supermarket ecommerce software and robotics.
(more…)

Waitrose

Waitrose

IRDX: RWAI

Waitrose forms the food retail division of Britain’s largest employee-owned retailer, the John Lewis Partnership. The company is the sixth-largest grocery retailer in the UK, with approximately 5% of the market. (more…)