Boomers' Online Purchasing Behavior Still Growing

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Although the ongo­ing study by The Inte­ger Group has shown an increase in online shop­ping over the last three years, the lat­est study is show­ing online shop­ping over­all has lev­eled out. Even though online shop­ping is steady, Boomers are con­tin­u­ing to increase their online pur­chas­es (up 4.5% since 2011) and Mil­len­ni­als who said they are pur­chas­ing more online is down 7% from 2011. This was revealed in the lat­est issue of "The Check­out," an ongo­ing shop­per behav­ior study con­duct­ed by Inte­ger and M/A/R/C Research. dataentry

"Mil­len­ni­als may be feel­ing the pinch of a still-slow econ­o­my and mak­ing the deci­sion to watch spend­ing more close­ly. It could also be that we are start­ing to reach a plateau in online-shop­ping adop­tion," said Craig Elston, senior vice pres­i­dent, Insight & Strat­e­gy at The Inte­ger Group.

Even though many shop­pers in the sur­vey not­ed that they are shop­ping about the same amount online as they were three months ago, there are some inter­est­ing shifts in pur­chase cat­e­gories. Since the Jan­u­ary 2012 issue of The Check­out, online pur­chase of health and beau­ty has increased sig­nif­i­cant­ly among shop­pers aged 50 to 64, grow­ing near­ly 12%. The per­cent­age of 18- to 24-year-olds who say they've pur­chased any prod­ucts online, even once, has dropped in all cat­e­gories except books, music, and tick­ets. Over­all, none of these cat­e­gories saw major growth from 2011 to 2012.

Data for The Check­out­comes from a nation­al sur­vey con­duct­ed by Inte­ger and M/A/R/C where con­sumers are asked about their shop­ping atti­tudes, shop­ping behav­iors, and eco­nom­ic out­look. Top­ics range from cri­te­ria shop­pers use to select retail­ers, to which in-store stim­u­lus is most like­ly to dri­ve pur­chase, to fac­tors that might lead shop­pers to leave an aisle emp­ty-hand­ed.

To learn more about Boomers, check out the Audi­ence Inter­ests & Intent report avail­able on the Research Store at ad​-olo​gy​.com.

[Source:  "The Check­out."  Inte­ger Group, M/A/R/C Research.  11 Feb. 2013.  Web.  14 Feb. 2013.]