Trends Report

US Retail Segmentation: Gen Y Online Shoppers

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

May 19th, 2014
Martin Gill, VP, Research Director
Martin Gill VP, Research Director
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
Douglas Roberge, null
Douglas Roberge
With contributors:
Lily Varon , Patti Freeman Evans , Laura Naparstek

Summary

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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