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Wal-Mart taps the millennial market

Article from: 
Fri, 19/04/2013 - 13:39
Ted Marzilli

Boomers may need to make room for younger shoppers at Walmart.

The 35 – 49 age demographic has surpassed adults 50+ in making Walmart their primary purchase consideration in retail stores.

This age group took the lead in purchase consideration for Walmart in early March and has held the lead since. Purchase consideration for Walmart among 35 – 49 year olds rose from 48% in mid-January and peaked at 62% on March 28th, before dropping slightly to its current 58%.

Walmart made even bigger strides with millennials. Walmart may be on to something as it begins rolling out its “Walmart on Campus” mini-stores: the 18 – 34 demo has increased their purchase consideration of the retail chain from 38% to 54% since early January. The current 18 – 34 purchase consideration percentage is now in line with the adult 50+ demographic, which has consistently stayed in the 54 – 57% range since the beginning of the year.

Walmart recently announced the opening of a third “concept store,” following the first at the University of Arkansas in Fayetteville, and a second planned at Georgia Tech. The mini-stores carry basics such as pharmacy, grocery and convenience items, and campus merchandise.

Walmart was measured with YouGov BrandIndex’s Consideration score, which asks respondents: "When you are in the market next to purchase this product or service, from which of the following brands would you consider purchasing?” Score can range from 0-100%. Results were screened in three demos: 18 – 34, 35 – 49 and 50+.

Purchase Consideration: Wal-Mart, Adults 18-34, 35-49, 50+
Purchase Consideration: Adults 18-34, 35-49, 50+
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