Online reviews are important factors for millennials shoppers, a study shows. Eight out of ten millennials read different reviews before purchasing a product. They also do more online shopping than members of Generation X, but millennials do more research than people from the past generations. The research was conducted on a sample of 2000 Brits by BOXT, a UK-based online boiler shop.

Forty five percent of the respondents stated that they prefer to shop online because they can browse through items and compare them more easily this way than going to physical stores. A director at BOXT, Alan Dickinson, backed this view. He said that aside from being less costly and less time-consuming, it is more convenient to shop online because they can buy anything, anywhere with a simple tap of a button. Providing free delivery is another aspect that is shown to be an effective way to attract customers to online shops.