E-commerce is growing around the world. In fact, global online purchase intention rates doubled—in some cases tripled—between 2011 and 2014 across more than half of 22 categories measured by Nielsen. But not all age groups are shopping online to the same degree.
Millennials comprise at least half of all respondents who plan to make an online purchase across every product category measured in Nielsen’s Global Survey of E-commerce. Baby supplies, personal care items, toys/dolls and alcoholic drinks garner the most significant share of Millennial online purchase intenders.