Online purchase intention rates doubled or tripled between 2011 and 2014, but not all ages are shopping online to the same degree. Millennials are leading the way, comprising half of all consumers that plan to make an online purchase according to Nielsen.
Millennials planned online purchase in the next six months included baby supplies (63 percent), personal care items (57 percent), toys/dolls (57 percent), and alcoholic drinks (57 percent). Airline tickets/reservation had the lowest planned online purchase among Millennials (50 percent).
But don’t dismiss older generations; Gen X (age 35-49) comprises 28 percent of those willing to make a purchase online, Baby Boomers (age 50-64) comprise 10 percent, and the Silent Generation (age 65+) contributes roughly 2 percent. The youngest age group, Generation Z (under age 20), comprises about 7% of those who intend to purchase online.
Brands also should consider the devices consumers use to shop. Among those who will shop or make a purchase online in the next six months, 84 percent of persons in North American will use a computer, 27 percent will use a mobile device and 26 percent will use a tablet.