Baby boomers & e-commerce: Understanding generational sentiment
Baby boomers are accustomed to shopping in stores. At the onset of the pandemic, many began online shopping. But in our independent research, we discovered that this transition has left them dissatisfied, wanting more from retailers when it comes to product imagery. Baby boomers are a large generation with significant purchasing power. Savvy retailers will not ignore the preferences of this generation, understanding that their impact on success cannot be understated.
Baby boomers & e-commerce: Understanding generational sentiment
Baby boomers are accustomed to shopping in stores. At the onset of the pandemic, many began online shopping. But in our independent research, we discovered that this transition has left them dissatisfied, wanting more from retailers when it comes to product imagery. Baby boomers are a large generation with significant purchasing power. Savvy retailers will not ignore the preferences of this generation, understanding that their impact on success cannot be understated.
Baby boomers & e-commerce: Understanding generational sentiment
Baby boomers are accustomed to shopping in stores. At the onset of the pandemic, many began online shopping. But in our independent research, we discovered that this transition has left them dissatisfied, wanting more from retailers when it comes to product imagery. Baby boomers are a large generation with significant purchasing power. Savvy retailers will not ignore the preferences of this generation, understanding that their impact on success cannot be understated.
The power of baby boomers
- There are 69.6 million baby boomers, making them the 2nd largest generation
- They are the most affluent generation
- Baby boomers have $2.6 trillion in buying power
And their expectations for e-commerce experiences exceed those of other generations
- 14% of boomers are very satisfied with product imagery, compared to 19% of the general population
- 76% of boomers are more likely to purchase a piece of furniture if they can see it from all angles, compared to 65% of gen pop
- 76% of boomers said a lifestyle image is more likely to capture their attention than a packshot, compared to 69% of gen pop
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