More than 90% of the elderly in the UK shop online, and the elderly group has become a new driving force for the development of e-commerce

Recently, Good Rebels conducted a new study , interviewing and studying 1,500 older shoppers in the UK , Spain and Mexico , and analyzing the changes in shopping behavior of the elderly group.

More than 90% of elderly people in the UK shop online

The results showed that overall, 86% of people aged 55 and over had no difficulty shopping online, while 76% found it easy to shop online. Currently, more than 90% of people aged 55 and over in the UK shop online .

Nearly half (45%) of people in this age group said they do most of their shopping online , with fashion being the most popular purchase , while 38% said they mainly buy groceries online and 34 % said they prefer health and beauty items.

72% say they like the convenience of online shopping . Data shows that shoppers choose the same brands when they buy online that they buy in-store.

The elderly group has become a new driving force for the development of e-commerce

"Many older consumers have been forced to shop online because of the COVID-19 pandemic, as they are very vulnerable to the virus," said Francesco Salau, a research analyst .

The elderly group over 55 years old happens to be the first group to use computers and mobile phones at work. Then, they will have some digital experience and network behavior, and have unique online behavior. Therefore, online shopping behavior of this part of the elderly group is much easier.

While Gen Z and Millennial consumers are likely to continue to be the majority of online shoppers and continue to be the driving force of the market, they are also more likely to experience changes in shopping behavior and reduce unnecessary consumption compared to older groups.

Therefore, online retailers, and indeed delivery services, are more likely to rely on the online shopping behavior of older consumers in the short to medium term.

Taru Inari Mäkinen, senior insights manager at Good Rebels, said : "Our research allows us to analyze this unknown generation and reveal its secrets . " When sellers understand the overall shopping behavior of this group, they can better capture the elderly consumer group.

U.K.

Online Shopping

Elderly Group