Millennials who are typically “male, urban-dwelling, and young” purchase high end products with their disposable income are among the most likely to pay the extra fee for immediate satisfaction. They represent a niche who primarily purchases electronics, small housewares, sporting goods, and furniture.
As 92% of consumers are still willing to pay a little bit less and have their products delivered 3-4 days after purchase, companies such as Google and Amazon will have an uphill battle trying to convince consumers that same-day delivery is a better option. But, in our fast paced, “give it to me now” culture that is evolving, that hill promises to be a little less steep than retailers currently realize.
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