Among Millionaires, Gen Xers Prefer To Buy Online, Millennials In Stores

By Cooper Smith | | June 03, 2014

One might think that once consumers reach a high enough income level, shopping behaviors become much more closely aligned. But there are still sharp differences by age, even among millionaires, according to a new study by Shullman Research Center.

In a survey of almost 500 Americans with a net worth of at least $1 million:

Only 39% of millennials (ages 18-33) said they preferred to shop online, rather than in a store.
Meanwhile, 65% of Gen X consumers (ages 34-48) prefer to shop online rather than in a store. This generation of millionaire is also more likely to shop using their smartphone than all other generations surveyed.