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	January 15, 2010 Profiling US Gen Y Online Apparel Buyers by Patti Freeman Evans with Cristina Bugnaru, Brendan McGowan

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Executive Summary

Gen Y online apparel buyers represent 21% of all online apparel buyers, being the second-largest group after Gen X. Seventy-four percent of Gen Y online apparel buyers are female and live in households with an average annual income of more than $96,000. Members of this age group are more financially optimistic than the average online apparel buyers, but they are just as motivated by deals for repeat purchases as are other buyers. Gen Y online apparel buyers are heavy users of visual tools, consumer-generated product reviews and ratings, and multichannel features. Additionally, more Gen Y apparel buyers actively interact with retailers than any other age group. Online retailers that focus on the Gen Y demographic need to enhance their online visual features, enable a peer-to-peer dialogue, and leverage their multichannel capabilities.

TABLE OF CONTENTS

• Most Gen Y Online Apparel Buyers Represent A Wealthy Female Demographic
• Gen Y Online Apparel Buyers Are Heavy Consumers Of Web Site Content

RECOMMENDATIONS

• Focus On Gen-Y-Specific Web Site Features And Content
• Supplemental Material
• Related Research Documents

This is an excerpt

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