Better prices, convenience and time savings are just some of the advantages of online shopping . Although more and more consumers are choosing this option when purchasing products or services, the rate of adoption of the digital universe differs greatly between generations . While millennials and centennials occupy a large part of the studies and headlines, we cannot forget the older and more economically stable generations: the Baby Boomers .
According to a study by eMarketer , 59% of Baby Boomers will make at least one belarus phone number nline purchase through any device during the year. Although significant, this is a figure below that of other younger generations, such as Generation X, which will reach 77.5%, or Millennials, who reach 84.8%.
online shopping, especially when smartphones come into play. Not only do Baby Boomers have a lower incidence of smartphone ownership, but their range of mobile shopping activities is more limited. They are using their devices to gather product information, rather than to purchase .»
A Bizrate Insights survey from April 2019 found that 36% of US smartphone and tablet owners aged 55 and older say they have used a mobile app to purchase a product or service, compared to 61% for 18-34 year olds.
On the other hand, 12% of the population over 55 years of age say they use a mobile payment app. This figure is much lower than that of the 35 to 54 age group, which reaches 35%, or that of the 18 to 34 age group, which does so at 42%.
eMarketer principal analyst Mark Dolliver explains the data: “Baby Boomers are not at a stage in life where learning things is a high priority . And especially for Baby Boomers who are retired, the time-saving features of digital shopping are somewhat irrelevant.”
“That’s a big difference between Baby Boomers and younger people who are mid-career and starting families,” Dolliver adds. “Plus, going to the store may be more appealing to older Baby Boomers, who see it as a chance to get out of the house and socialize a bit .”