Gartner Information Technology Research

Keeping Up With Channel Sprawl in Younger Consumers’ Path to Purchase

Published: 21 February 2020

ID: G00715114

Analyst(s): Claire Tassin

Summary

Consumer channel usage across the buying journey is expanding for younger buyers. Gen Z and Millennial consumers are tapping more channels, from early-stage activity to purchase. Marketing leaders must understand how channel use is shifting, particularly as younger consumers’ buying power grows.

Table Of Contents

Overview

Introduction

Analysis

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