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Online Shopping Behavior by Age

Fact: Age groups shop differently. While the older generation tends to frequent brick-and-mortar stores, the younger generation is more likely to embrace mobile shopping.

To what extent does age play a role in online shopping behavior and preferences? Bronto, a cloud-based marketing platform, analyzed just that.

Bronto found that 35 percent of 30 to 39 year olds shop online weekly, followed by 31 percent of 18 to 29 year olds. After the 30 to 39 year old age group, online shopping decreases with age.

When it comes to online cart reminders, the younger age groups find these reminders helpful whereas the older generations find them annoying. The majority of customers expect the email simply to be a reminder about the products remaining in their cart. The second biggest expectation is that the reminder email contains a coupon or discount code.

The younger generations expect more from emails. Not only do they want a reminder email, but they also want the emails to contain multiple touch points. For example, 31 percent of the 18 to 29-age-group expect the email to show alternate ways to purchase compared to 6 percent of the 65 and older group. Other categories that the 18 to 29 group expects are cart expiration, product photos, coupon amounts, shipping costs, order total and shipping duration. The older the age group, the less they expect these data points.

Whether you have shopping carts on your website, or whether you have the capability of sending out automated reminder emails, consider how these elements apply to your store. Coupon amounts, for example, are easy to implement in your store by showing the total dollar amount saved on each customer’s receipt. Another way to implement this content is in regard to shipping duration. If a special order is placed, give the customer a solid time the order will arrive, offering a discount each day the order is late. Customers want visibility and accountability from their retailer of choice, so use these methods to differentiate your store from the competition.

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About Sara Logel

As NRHA’s market research analyst, Sara conducts organic research and stays abreast of industry trends to help hardware retailers better run their business. Sara also contributes to editorial content in Hardware Retailing magazine. Sara received her B.S. in Marketing and Spanish from Butler University and, after graduation, began her career with NRHA. Sara enjoys traveling, being outdoors and exploring the city of Indianapolis.

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