Affluent Millennials Purchase Online Daily

Affluent millennials who refer to themselves as "influencers" are making online purchases on a daily basis, according to a report from the research firm iProspect, to be released tomorrow.

Generation Xers purchase weekly and Baby Boomers purchase monthly, according to the "Affluent Influences" report. The results indicate that retail trends are shifting rapidly along generational lines. It's certainly an important message to online and other retailers who seek to target these groups. It's also indicative of an opportunity for those in the allied logistics fields.

The report also found that millennials are much more receptive to mobile advertising than are the older affluent groups. Gen Xers are receptive to online leisure activity ads and Baby Boomers are not likely to engage with ads, according to the study. Researchers also found differences in how the three groups consume media. For example, most affluent millennial consumers will pay for access to news online, while Generation X and Baby Boomers will not. Fourty-four percent of affluent millennials and 46 percent of Gen Xers watch broadcast TV, compared to 62 percent of Baby Boomers.

There are also differences in the types of devices used by the different groups: tablets and mobile by affluent millennials and Gen Xers. Baby Boomers most often use laptops  and desktop computers.