Skip to main content

Save or Share this Report

For eBusiness & Channel Strategy Professionals

US Retail Segmentation: Gen Y Online Shoppers

Using Forrester Technographics® To Profile Generation Y Online Shoppers In The US

May 19, 2014


Why Read This Report

In the US, Gen Y is a digitally savvy segment that frequently buys online through a number of touchpoints and will continue to be a core segment for US online retailers for years to come. eBusiness professionals must understand the key differences in how Gen Yers use digital channels to discover, explore, and purchase products to maximize their opportunity from this group of online shoppers. In this report we used Forrester's global retail segmentation, which provides a framework for identifying the touchpoints US online Gen Y shoppers use. The report also identifies opportunities for retail eBusiness professionals to more effectively win, serve, and retain Gen Yers by creating tailored experiences that will support Gen Y shoppers throughout the customer journey.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Gen Y Is Large And Spends More Online Than Any Other Generation
  • Gen Yers' Use Of Multiple Touchpoints Drives Higher Online Spend
  • Win, Serve, And Retain Gen Yers With Cross-Touchpoint Journeys
  • recommendations

  • To Encourage Gen Yers To Spend More, Follow Their Lead
  • Supplemental Material

Recommended Research