As People Age Shopping Online Becomes More Attractive
* The average British consumer devotes 2.4 hours per week to shopping online compared with 1.2 hours per week shopping in stores—yet that consumers spend more in stores than online.
* The British consumer spends an average of 126 pounds ($198) per month in stores compared with 116 pounds ($182) spent online; that’s a total of 242 pounds ($380). * Women spend an average of 212 pounds ($333) monthly for retail goods, with that total split very nearly in half between online and store retailers
* Men spend more of their retail budgets in stores (53.0%) versus online (47.0%).
* Online shopping draws heavy interest from consumers age 55 and older, 86% of whom say they shop online regularly. More than a third (36%) of consumers in this age group say they do the majority of their retail shopping online. 59.2% of consumers age 55 and older cite the ability to have online orders delivered to their homes as a prime motivation for shopping online because it saves them from having to carry products home from stores.
* British consumers across all age groups say they shop online because it is convenient (60.5%) and because they get better deals online (53.4%).
This survey shows that Brits are increasingly taking shopping behavior online, and not just young people. Since older consumers are now the U.K.’s biggest online shoppers, retail outlets must consider their web sites as important as their physical stores and should be developing sites that are easier for older people to navigate.
Internationally the focus on convenience and price are the primary drivers of online shopping. As the world ages, this phenomenon will accelerate. What changes need to be made to websites to make them more accessible and attractive to an aging population?
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