Over 90 per cent of over 55s in the UK now shop online according to new research which aims to “bust the myths associated with their online behaviours.”
The new research from Good Rebels, which interviewed 1500 older shoppers in the UK, Spain and Mexico, revealed that 86 per cent of over 55s have no difficulty surfing online while 76 per cent considering making purchases online to be easy.
Nearly half (45 per cent) of this age group said they shopped online mostly for fashion items, while 38 per cent said they mostly shopped for groceries and 34 per cent said they favoured health and beauty items.
While 72 per cent said they liked the convenience of online shopping, the data suggested shoppers continued to buy the same brands online as they do instore.
“Our research has allowed us to analyse this unknown generation and unveil its secrets,” Good Rebels senior insights manager Taru Inari Mäkinen said.
“Zenners were between 40 and 50 years old at the dawn of the digital revolution and were, therefore, the first ones to use computers and mobile phones at work.
“Their experiences, halfway between digital and analogue, have made this generation mature and reflective, with distinct online behaviours. Through our research it has been interesting to identify and bust the myths associated with their online behaviours.”