Consumer studies on millennials have focused on shopper behavioural differences with their old baby boomer generation. A significant distinction between these two groups have been their relationship and interaction with technology across all facets of life, including shopping. Millennials are generally regarded as early adopters of digital technology and its use in daily activities, hence their reference to digital natives. Compared to the baby boomers, who are late adopters and are called digital immigrants. Africa's millennials constitute at least 30% of Africa's population, making them a key attraction for marketers, yet their interests are often treated as a homogenous segment similar to global millennials from advanced economies.

• Tendai Chikweche(Western Sydney University, Australia)
• James Lappeman(University of Cape Town, South Africa)
• Paul Egan(University of Cape Town, South Africa)
• Hossain Mohammed(Western Sydney University, Australia)