The study found that, as a group, these “affluent millennials” enjoyed technology purchases far more than jewelry; 46 percent said technology purchases gave them “great pleasure,” compared to just 25 percent for jewelry.
And these technologies are functional. Millennials spend $170 billion in purchases per year, and, according to an October study, three out of their five favorite brands are tech gadget companies. (Apple, Samsung, and Sony, in case you’re wondering.) Tablets, laptops, gaming systems, televisions, and smartphones all offer a very real purpose to the owner. If a generation favors performance above aesthetics, what does jewelry offer?