A new UK study has revealed how older age groups are embracing online shopping. The research by UK-based Callcredit Information Group has revealed that 24 per cent of 51- to 60-year-olds are now making purchases online.
The findings highlight how this age group is combining Internet shopping with offline purchases with 28 per cent of 51- to 60-year-olds shopping at supermarkets – compared to only 14 per cent of 18- to 24-year-olds. The study confirms how consumers of all ages are now happy to combine different shopping channels to purchase goods.
“Consumers are adopting increasingly complex shopping behaviours to get what they want,” said Ben Allott, business development manager at Callcredit Information Group. “The older generation are embracing online shopping scoring higher when purchasing groceries, holidays and airline tickets over younger consumers. For retailers, embracing technology and big data assets is a must if they want to acquire new customers, reach reactivate lapsers or retain and grow current relationships and compete against their competitors.”
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