Online spending increased by 60%! The rise of the elderly consumer group in the United States

The epidemic has driven the development of online shopping, and many elderly people in the United States who are quarantined at home have also begun to learn how to buy groceries and more things online.

During this period, the elderly consumer group began to rise and online spending continued to grow.

Online spending by seniors increased by 60% year-on-year

Online shopping is now one of the many activities that older Americans must do on the internet . Last year, seniors 65 and older spent nearly $187 per month on online checkouts, up 60% from the year before, according to checkout tracking by market research firm NPD Group.

While their spending is still lower than the average monthly spending of the general U.S. population ( about $238 ) , they are the fastest-growing group of online shoppers by age group.

Online retailers and delivery companies are also encouraging people over 65 to maintain their online shopping habits through various measures . For example, Freshly provides prepared food service and is increasing small portions and low-sodium product options for the elderly . Grocery delivery service company Instacart has set up a telephone support hotline . Target 's delivery service Shipt has canceled the $99 annual fee for some low-income seniors.

Instacart President Nilam Ganenthiran predicts that even after the pandemic ends, online shopping will become the new normal for seniors.

Simplifying the shopping process is the key to online shopping for the elderly

Although online shopping spending by seniors has increased , there are still many barriers and problems in the shopping process .

Compared to younger people, people 65 and older are less likely to have home internet or a smartphone. A 2021 study by the nonprofit Older Adults Technology Services found that 22 million people ( 42% ) aged 65 and older in the United States do not have broadband at home .

Older adults who do have devices and internet access may struggle with how to use apps or worry about giving away personal information because they’re worried about scammers. Online shopping scams cost Americans $245.9 million last year, according to the Federal Trade Commission .

Lynnette White, 72, uses her iPhone to buy clothes and household items online from Amazon and Target. She finds other apps, including the Safeway grocery app , too difficult to navigate and with too many steps.

In summary, although the elderly shopping group is beginning to rise, for this group, it is very important to simplify the shopping steps, improve the smoothness of operations, and enhance the sense of security of online shopping.

USA

Elderly

Online Shopping

Online shopping