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.
Key Topics Covered in this Report
- Boomers’ online shopper profile.
- Retailers used and items purchased online.
- Sources of information used when researching products.
- Consumer frustrations when shopping online.
- Important factors when shopping online.
Baby Boomers Online Shopping Behaviors and Market Opportunities
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.
Who are Baby Boomers?
Baby Boomers is the generation born between 1946 and 1964. In 2023, Baby Boomers are between the ages of 59 and 77.
Expert Analysis from an Industry Specialist
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
Collapse All
-
Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
-
Executive Summary
- Top Takeaways
- Target Audience
- Figure 1: Boomers demographic breakdown, 2023
- Consumer trends
- Figure 2: Online shopping frequency, 2023
-
- Figure 3: Online shopping behaviors, 2023
-
- Figure 4: Important factors when shopping online, 2023
- Competitive strategies and opportunities
- Social media can be a place to connect with consumers
- Be a partner in health and wellness, combating loneliness
- Use the stores to drive sales online
- Infuse real human connection into the shopping journey
-
Baby Boomers Overview
- Baby Boomers hold significant wealth, influence over the marketplace
- Figure 5: Population by generations, 2023
-
- Figure 6: Boomers demographic breakdown, 2023
- Boomers’ Values
- Enlist Experiences to encourage interest in brands
- Understand Boomers’ Identity
- Let consumers know their Rights are protected online
- Boomers are concerned about their environmental Surroundings
- Technology isn’t a top priority for Boomers
- Value goes beyond price
- Older consumers make time and space for their health and Wellbeing
- Baby Boomers hold significant wealth, influence over the marketplace
-
Market Drivers
- Boomers have less inflationary blues
- Figure 7: Consumer Price Index change from previous year, 2022-23
- Boomers also look to brands to help reassure their concerns around supply chain, COVID-19 and climate change issues
- Boomers have less inflationary blues
-
Competitive Strategies and Market Opportunities
- Social media is still a key place to alert Boomers to products for them
- Figure 8: Thrive Causemetics launches gray eyebrow liner for older consumers
- Leverage secondhand as a way to buy – and sell
- Figure 9: The RealReal features vintage pieces for sale on its platform
- Address health and wellbeing changes and challenges
- Figure 10: Seniors gather for special pickleball game hosted by Seadog Cruises on Chicago River
- Showcase quality, authenticity of products in a simple manner
- Social media is still a key place to alert Boomers to products for them
-
The Baby Boomer Online Consumer – Fast Facts
-
Boomers Online Shopper Profile
- Baby Boomers shop online more often than given credit for
- Figure 11: Online shopping frequency, 2023
- Computers are the go-to source for online shopping
- Figure 12: Typical online shopping habits, 2023
- A third of Baby Boomers rely on ecommerce for a majority of their purchases
- Figure 13: Percent of purchases made online, 2023
- Baby Boomers shop online more often than given credit for
-
Retailers Shopped
- One-stop shops capture Boomers’ online dollars
-
- Figure 14: Retailers shopped, 2023
- Boomers leverage Amazon more than the other generations
- Figure 15: Top three retailers shopped, by generation, 2023
-
Items Purchased
- Baby Boomers frequently purchase medicine, vitamins online
- Figure 16: Items purchased, by generation, 2023
- Baby Boomers frequently purchase medicine, vitamins online
-
Sources of Information
- Boomers lean on online reviews, stores to help them make purchase decisions
-
- Figure 17: Sources of information, 2023
- Brands should use social media to connect with older generations
- Figure 18: Boomer TikTok influencer partners with CVS
-
- Figure 19: Sources of information, by generation, 2023
-
Online Shopping Behaviors
- Boomers resort to actions that are simple-to-execute when shopping online
- Figure 20: Online shopping behaviors, 2023
- Baby Boomers are savvier online than they are given credit for
- Figure 21: Online shopping behaviors, by generation, 2023
- Boomers resort to actions that are simple-to-execute when shopping online
-
Frustrations with Online Shopping
- Baby Boomers are looking for safe, transparent websites from brands and retailers
-
- Figure 22: Frustrations, 2023
- Brands should be partners in helping consumers make the most of their dollars
- Figure 23: Frustrations, by household income, 2023
-
Important Factors when Shopping Online
- Like Gen X, Baby Boomers need a flawless, basic ecommerce experience
- Figure 24: Important factors when shopping online, 2023
- Younger consumers could influence, change Boomers’ behaviors
- Figure 25: Important factors when shopping online, by generation, 2023
- Like Gen X, Baby Boomers need a flawless, basic ecommerce experience
-
Attitudes toward Online Shopping
- Boomers seek better behavior from brands
- Figure 26: Attitudes – brand behavior, 2023
- Show Boomers how omnichannel shopping can be of benefit to them
- Figure 27: Attitudes – shopping preferences, 2023
- Boomers are content with the brands they already know and love
- Figure 28: Attitudes – brand loyalty, 2023
- Tech experiences aren’t a priority for Boomers, but there’s opportunity to connect through sustainability initiatives
- Figure 29: Attitudes – alternative shopping options, 2023
- The in-person experience will cultivate relationships with Boomers
- Figure 30: Attitudes – brand engagement, 2023
- Boomers seek better behavior from brands
-
Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
$ 4,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
