Stay ahead of the curve with Mintel’s US Baby Boomers: Online Shopping Behaviors Market Report 2023. Our full report is packed with baby boomer consumer insights, the latest trends and consumer behaviors affecting how the generation approaches online shopping.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Baby Boomers are fairly frequent online shoppers, with 75% of these consumers doing so at least once a month, which highlights how vital it is for brands to provide for them in the online space. Boomers are savvier than some might consider, with over a third looking for coupons on deal sites before making a purchase online. Additionally, a quarter are likely to sign up for a brand’s loyalty reward program.
Physical retail is essential to Boomers’ online shopping habits. More than a third learn about products in-store that they want to purchase online, showing the need for omnichannel offerings. Brands and retailers can show how using both physical and online options is the best and most convenient way to get the products they desire.
Baby Boomers is the generation born between 1946 and 1964. In 2023, Baby Boomers are between the ages of 59 and 77.
This report, written by Katie Hansen, a leading retail and ecommerce analyst, delivers in-depth commentary and analysis to highlight current trends in Baby Boomers’ online shopping behaviours.
Baby Boomers are more savvy online shoppers than they feel they are given credit for. Despite not being digital natives, they have adapted to shopping online, in many ways because the pandemic forced them to. While they have returned to shopping in-stores, three quarters of this generation still shops online at least once a month, further emphasizing why brands need to connect with this important and large consumer group online. Brands and retailers that offer a simple, straightforward shopping experience will see the most success with Baby Boomers as they shop online.
Katie Hansen
Senior Analyst, Retail & eCommerce
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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