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In analyzing Millennials’ path to purchase for gifts, the results suggest a multi-channel mix contributing to discovery, with social platforms, retail websites, and physical stores all contributing. Beyond discovery, social media is becoming more important further down the path to purchase as Millennials are using it to expand their item consideration set and learn more about products. Amazon remains a powerhouse, continuing to lead Google in terms of where Millennials turn to for product information. Known primarily as a platform shoppers go to when they know what they want and are ready to buy, the results suggest Amazon is also becoming a growing destination for discovery.
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