Millennials: between hyperconnectivity and e-commerce

Abstract

Introduction

The article addressed the characteristics of the millennial generation in relation to their digital consumption habits. It highlighted that this generation grew up in an environment marked by technology and that social media, mobile devices, and e-commerce were an essential part of their lifestyle. The studies cited showed how trust in recommendations from family, friends, and influencers played a decisive role in their purchasing decisions, as well as the influence of digital advertising and the role of platforms such as YouTube, Instagram, and Facebook.

Development

It was explained that millennials transformed the way they shop, prioritizing online shopping over physical shopping due to convenience, accessibility, and the ability to compare prices. The analysis showed that they preferred to use mobile phones to find information and make purchases, with a particular interest in products such as clothing, electronics, and personal care. The relevance of the purchasing process or customer journey was also highlighted, as well as the sales funnel, in which attraction, interaction, conversion, and loyalty became crucial phases for companies. Likewise, the importance of customer experience, personalization, and brand commitment to sustainability were pointed out as differentiating factors in this generation's loyalty.

Conclusion

The study concluded that millennials redefined digital consumption and marketing by becoming the most influential segment of e-commerce. Their behavior, marked by hyperconnectivity and the search for positive experiences, forced companies to adapt with innovative strategies that combined technology, personalization, and sustainability. In this way, it became clear that this generation not only led the shift toward e-commerce, but also shaped a new paradigm in the relationship between consumers and brands.