Deep Dive

The Growing Importance of Q&A for Millennial Shoppers

When Millennials are shopping online, they often have questions. Increasingly, they’re turning to Q&A to get answers. Here, we take a closer look at how often Millennials engage with Q&A, why they value this content, and how the presence (or absence of Q&A) impacts their purchase decisions, based on survey responses from 8,817 Millennial consumers in the US.