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Millennials turn to the high street for clothes and beauty products, and online for music and movies: study

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Millennial consumers, aged between 16 and 24, would rather buy clothes and health and beauty products on the high street than online. But they’d turn to the internet to buy technology, movies, books and music.

Some 69% of 16 to 24-year-olds buy health and beauty products on the high street while 28% buy them over the internet, found youth insights specialist Voxburner, which took part in this week’s Festival of Marketing.

However, 69% turn online for technology, while 46% head to the high street, and 75% buy books, music and film online, with 42% visiting bricks and mortar establishments.

Some 68% use a laptop to buy online, while 11% opt for a smartphone and 12% a tablet.

Simon Eder, founder of Voxburner, said: “Many high street focused retailers will be encouraged to see bricks-and-mortar stores retain their relevance for this generation. From shopping malls and high street stores to supermarkets and charity shops, young people are prepared to shop around to find what they are looking for.

“This demographic has a tight budget and brands that can deliver good quality at affordable prices will hit the sweet spot. However shopping is now a truly cross-channel experience – young consumers are using the internet just to browse and then making a decision to purchase in store.”

However, it warned, 69% of 16 to 24-year-olds were concerned how companies used their data online.

Voxburner’s research placed Amazon at the top of its Youth 100 list, for offering value and convenience, and said it was “often the first port of call when searching for items online”.

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