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The Truth About Millennials and Brick-and-Mortar Retail Might Surprise You

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A common belief turns out to be a myth.

Despite fears that millennials are abandoning brick-and-mortar retail in favor of e-commerce, they actually go to stores more than other generations do, a new survey suggests.

More than 50 percent said they visit a store once a week or more, Greg Zakowicz of Oracle Bronto writes in an article for Total Retail. The findings don’t include grocery or convenience stores.

Only 44 percent of Generation Xers and a 27 percent of baby boomers head to a store that frequently, according to Oracle Bronto’s survey of 1,000 U.S. consumers.

Among the most popular reasons that millennials gave for shopping at stores, rather than online, were not having to wait for product delivery and being able to see and touch the products before buying.

That’s not to say your online presence isn’t important. For more than 60 percent of millennials, social media is an important source for learning about new products, Zakowicz. That’s much higher than for Generations Xers (45 percent) or baby boomers (25 percent).

Read more at Total Retail

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