How Age Affects Your Online Shopping Habits
When you’re shopping online, what type of device do you use? Surprisingly, this answer may vary based on your age.
In its recent Digital Shopping Report, the IAB found that people in the 18–34 age group prefer to shop online on their smartphones, while older generations prefer tablets. While overall, consumers are more likely to make purchases using a tablet (35%) than a smartphone (28%), the younger generation is more inclined to do so via their smartphones (43% vs. 35% on a tablet). In comparison, consumers in the 35–54 age range are more apt to use a tablet for browsing through products and more likely to make purchases on those devices as well (41% vs. 35% general population). Consumers aged 65 and older are more than twice as likely to research and purchase goods on a tablet as compared to a smartphone.
In addition to these findings, the IAB report states that almost half of the United States population does some form of “showrooming” — comparing prices on a mobile device while in a retail store before making a purchase. If prices are better where they’re physically located, the shopper is more likely to complete the purchase in-store. If a competitor advertises a better deal, they’ll make the purchase at the competitor’s store or online.
What does this mean for retailers this holiday season? Sherrill Mane, Senior Vice President of Research, Analytics, and Measurement at the IAB says, “The use of digital and mobile devices as a core component of the shopping experience occurs slightly differently by age groups. If marketers and retailers want to reach the right audiences at the right time in the purchase cycle, they are going to need to understand these distinctions.”
In other words, retailers and marketers need to diversify the brand’s message based on the intended demographic. Knowing how to most effectively reach the right audience, at the right time, on the right type of device could lead to a huge difference in sales, not just during the holidays, but year-round.
If you need help with a responsive website or a native app for your business, please don’t hesitate to give Gloto a call. We’d love to help you become more mobile-friendly to increase your chances of converting an online shopper to a happy customer.
Originally published at www.gloto.com on December 4, 2015.