How Baby Boomers Shop Online
Key Takeaways
Baby boomers’ preference for online shopping has crept upward in key categories, like groceries and apparel, with the promise of convenience particularly compelling for this generation.
Boomers’ use of mobile app shopping has reached parity with the general population, with just 15% of the generation saying they don’t shop via mobile devices.
While they shop less than other generations, baby boomers are more brand loyal. As a greater share of this generation shifts into retirement, brands should ensure they’re staying ahead of boomers’ changing needs.
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Baby boomers are no longer online shopping laggards. While a plurality (48%) say they prefer to shop in stores, their usage of mobile shopping has steadily increased over time, in line with the general population. This generation is often overlooked in e-commerce research because baby boomers don't shop as often as younger generations do, but that’s a mistake: they’re more brand loyal than any other generation and worth spending resources to understand and court as their life stage evolves.
Baby boomers’ preference for shopping online is growing
Baby boomers’ preference for online ordering has crept upward, particularly when shopping for groceries, apparel, and beauty and personal care products. When asked why they prefer to shop online, baby boomers rate the convenience of the experience 11 percentage points higher than the general population does.
Shopping online for apparel, groceries is becoming more popular with baby boomers
Those who prefer in-store shopping have a much stronger preference for the overall experience and ability to compare products in person, as compared to the general population. For an aging population, the convenience of home delivery will become a higher priority as more baby boomers manage mobility challenges, and see more shifts toward online ordering.
Mobile shopping has grown among boomers
Ordering through mobile apps isn’t solely the domain of young people either: the share of baby boomers who shop via mobile app has caught up to the general population. Though, baby boomers use the option less often, reflective of their overall lower shopping frequency.
Baby boomers shop through mobile apps
Earning a coveted spot on a customer’s phone screen is tough for retailers, typically reserved for customers who are already loyal. For those who also have a brick-and-mortar presence, integrating in-store benefits like wayfinding, coupon wallets and rewards cards can make the app a more compelling download.
Baby boomers are brand loyal
Morning Consult Intelligence data shows that baby boomers are more likely than the general population to say that when they find a product or service they like, they stick with it (+4 points), and less likely to say they’re always looking out for the latest trends (-14 points). This anti-consumption attitude contributes to their brand loyalty: they tend to be more brand loyal when buying groceries, personal care products, personal electronics and apparel products.
Baby boomers are more loyal shoppers
In a wave dubbed “Peak 65,” 4.1 million Americans will turn 65 every year from 2024-2027. This signals a massive movement into retirement, a life stage shift that disrupts shopping patterns. Currently 55% of late boomers (born 1955-1964) report being retired, versus 85% of early boomers (born 1946-1954). While consumption tends to slow in retirement, brands that can capture boomers in this life stage won’t have to work hard to keep them. Doing so requires keeping customer understanding up to date for this large, loyal cohort.
