"While multi-channel shopping behavior increased across most generations globally, millennials—who are at their peak spending power—significantly outpaced the other cohorts."

Martim Avillez Oliveira, chief revenue officer, ESW, commented on findings from a Global Voices survey from ESW, which found that Millennials outspend Gen Z, Gen X and Baby Boomers by more than 30 percent. "This generation made the most purchases, had the highest spend, and dramatically increased their use of multi-channel shopping."