A majority of US consumers say they prefer to shop online, with this peaking among millennials, according to data from target audience company GWI.
Overall, 56% of online Americans say they prefer shopping online. This rises to three in five (60%) among millennials while more than half of Gen Z and Gen X consumers say they prefer online to in-store shopping.
Baby Boomers are the age group with the lowest level of support for e-commerce, with consumers split between online and in-store.
Analysis in WARC's latest Digital Commerce Index Amazon reportshows product ratings and...