Seven in 10 Millennials would be more likely to shop with a retailer that was enhancing its shopping experience with innovative technology, according to a new study.

The survey of 2,000 British consumers, published by Hitachi Consulting, revealed the attitudes to technology of different generations and incomes – identifying Millennials as the group retailers can target to boost sales and grow market share.

Less than one in 10 Baby Boomers would shop elsewhere to benefit from technology, and only six per cent of those 65+ consumers.

The research also revealed how the likelihood of Brits changing where they shop to benefit from technology increases in parallel with income. Whereas only around 15 per cent of respondents with lower income would be influenced by technology, over two-thirds of Brits with an income of £75,000-£99,000 would be influenced by in-store technology, as would three-quarters earning £100,000 and nine out of 10 earning over £125,000.

Pierson Broome, retail specialist at Hitachi Consulting, noted that technology, such as digital signage and real-time inventory availability systems, will directly affect where consumers will shop in the future.

“We’re seeing more retailers experiment with innovative technology and the ones who best capture its ability to enhance the customer experience will be most likely to satisfy the growing demand from younger generations. Considering these will be the highest earners and biggest spenders over the next few decades, retailers must seize the opportunity technology offers to gain their custom.”

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