Thursday’s chart takes a look at online commerce behaviors by generation.

Online shopping is now a mainstream activity among internet users of all ages. And, across the board, it’s PCs/laptops which top the table; at least 7 in 10 in each generation are using these devices to buy products online, with their perceived security and functionality benefits being key to this.

For mobiles, we see a dramatically different picture. Despite being almost as popular as PCs/laptops among Millennials, the numbers using them for online shopping decrease in line with age to reach a trough of just 22% among Boomers.

So, mobile-optimization might now be essential in reaching all demographics, but it’s Millennials who you are most likely to lose if the mobile shopping experience is not a positive one.

For more insights on these three Generations, clients can download a new infographic on these audiences on PRO Platform, available next week.


Written by

Chase Buckle is the Trends Manager at GlobalWebIndex. Chase oversees GlobalWebIndex’s Trends team, who leverage the company’s research studies to unlock the most up-to-date understanding of the modern digital consumer.

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