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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

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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.

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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

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