ABSTRACT
This chapter presents the influence of ICT and digitalization on the values, lifestyles and consumer behaviour of the Serbian Millennial population. It discusses whether there is a significant difference in consumer behaviour among specific groups of the Millennials stratified according to their web preferences. The findings are based on the representative survey about Millennials in Serbia conducted in 2018. Although Millennials have many common characteristics, they do not represent a homogeneous entity. Therefore, the sample of 1,000 respondents is classified in four strata, in order to identify the intensity of the consumption of each group and existence of interdependence between their consumer behaviour and their web experience. The stratification is based on Prensky’s digital native theory, which inspired the naming of the strata likewise: digital natives, smart immigrants, not-so-flexible immigrants and digital refugees. Finally, the paper intends to respond to one of the new millennium paradigm related to the role of Millennials in forcing a major change in the world of consumption. The chapter indicates that digital natives as “online shoppers” have the biggest capacity to reshape the traditional form of consumption, followed by smart immigrants as a rising influential force.
