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However, there are major differences between the generations, according to Salesforce's “2016 Connected Consumer Goods Report." While 63 percent of Baby Boomers said they would rather shop in physical stores than online if prices are the same, only 40 percent of Millennials agreed with them.
And there are some other major differences as well. While only 22 percent of Baby Boomers said they willing to share their personal information with consumer brands in exchange for more personalized experiences, 41 percent of Millennial shoppers said that they would. Likewise, Millennials were five times more likely to rely on recommendations and feedback from social media connections when making a purchasing decision than their Baby Boomer counterparts.
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