Millennials: between hyperconnectivity and e-commerce

Yamil Ali Abdelnabe Vidal and Javier Romero

Diginomics, 2024, vol. 3, 141

Abstract: Introduction The article addressed the characteristics of the millennial generation in relation to their digital consumption habits. It highlighted that this generation grew up in an environment marked by technology and that social media, mobile devices, and e-commerce were an essential part of their lifestyle. The studies cited showed how trust in recommendations from family, friends, and influencers played a decisive role in their purchasing decisions, as well as the influence of digital advertising and the role of platforms such as YouTube, Instagram, and Facebook. Development It was explained that millennials transformed the way they shop, prioritizing online shopping over physical shopping due to convenience, accessibility, and the ability to compare prices. The analysis showed that they preferred to use mobile phones to find information and make purchases, with a particular interest in products such as clothing, electronics, and personal care. The relevance of the purchasing process or customer journey was also highlighted, as well as the sales funnel, in which attraction, interaction, conversion, and loyalty became crucial phases for companies. Likewise, the importance of customer experience, personalization, and brand commitment to sustainability were pointed out as differentiating factors in this generation's loyalty. Conclusion The study concluded that millennials redefined digital consumption and marketing by becoming the most influential segment of e-commerce. Their behavior, marked by hyperconnectivity and the search for positive experiences, forced companies to adapt with innovative strategies that combined technology, personalization, and sustainability. In this way, it became clear that this generation not only led the shift toward e-commerce, but also shaped a new paradigm in the relationship between consumers and brands.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:dbk:digino:v:3:y:2024:i::p:141:id:1056294digi2024141

DOI: 10.56294/digi2024141

Access Statistics for this article

More articles in Diginomics from AG Editor
Bibliographic data for series maintained by Javier Gonzalez-Argote ().