Online Purchase Intent Low Among Older Consumers But Set To Rise

While younger consumer lead the way, don’t count out the older folks.

Global online purchase intention rates doubled—in some cases tripled—between 2011 and 2014 across more than half of 22 categories measured by Nielsen. But not all age groups are shopping online to the same degree. And the age group that has grown up in the digital era—Millennials (age 21-34)—is leading the way.

Millennials comprise at least half of all respondents who plan to make an online purchase across every product category measured in Nielsen’s Global Survey of E-commerce. Baby supplies, personal care items, toys/dolls and alcoholic drinks garner the most significant share of Millennial online purchase intenders.

As can be expected, the older the age, the greater the decline in online shopping intent.

Willing to make a purchase online – Globally;

Generation X (age 35-49)  28%
Baby Boomers (age 50-6410%
The Silent Generation (age 65+) 2%

Oh, and by comparison, Generation Z (under age 20) is less than boomers at 7%

But watch this change as boomers exert their online power.