As it turns out, millennials are the ones doing the most online shopping but they're not the ones spending the most money. (Tweet This)
A new report by Comscore, on the digital habits of millennials, found that the 35- to 54-year-old segment, also known as Gen Xers, are spending the most money online.
So why are advertisers intensely focused on young spenders?
Gian Fulgoni, co-founder of Comscore, told CNBC's Squawk Alley it has to do with brand loyalty.
"It's believed that if you can establish loyalty to your brand early on in somebody's life, you have a better chance of then maintaining that brand loyalty as the person ages," he said.