Millennials ‘prefer real world over online’ despite high street issues

Millennials prefer to shop in store rather than online despite high street businesses’ problems, a study has shown.

The fashion retail barometer, compiled by emotion analytics firm Adoreboard and survey platform OnePulse, explored brand rankings and off-line vs online preferences, revealing 49% of millenials prefer to shop for clothes in store rather than through apps (11%) or websites (39%).

The study, which surveyed and analyzed the emotional responses of 10,000 millennial consumers, also found that 31% of customers feel less certain of their choices when shopping online, with 76% of millennials preferring human assistance over a chatbot.

Furthermore, 85% of millennials said they trust social media influencers rather than direct brand marketing, with 65% of respondents saying they would be less likely to trust brands who send too many ads.

Chris Johnston, CEO of Adoreboard, said:“There’s been a lot of comment recently about the high street business model failing customers. But our Report proves that Millennials – those consumers whose spending power will drive retail and brand performance over the next generation – want, need and value that in- person, human, individualised experience.

“So what does this tell brand marketers? Direct, one on one communication is key, as is providing a seamless customer experience from online to in store. There’s too often a disconnect between the value and convenience provided online with the levels of service and overall experience provided in store – and that experience is the high street’s key differentiator.”