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For Millennials, Brick-and-Mortar Retail Still Rules

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Most still do their shopping offline.

NEW YORK — Despite their reputation for being fixated on technology, 53 percent of millennials make most of their purchases offline, according to a new survey.

The finding is part of the Millennial Shopping Report from CouponFollow, a coupon code website. The report looks at the purchasing decisions of Americans between the ages of 20-35 and the implications for retailers, both online and offline.

About 31 percent of millennials make the majority of purchases online via desktop, the survey found. And 16 percent make most of their purchases online via mobile device.

Interestingly, 58 percent of younger millennials (ages 20-23) make the majority of their purchases offline — up five percentage points from the generational average.

CouponFollow surveyed 1,000 millennial-aged (20–35 years old) Americans from all 50 states, across a broad economic scope.

To download the full report, visit couponfollow.com/research.

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