There have been interesting changes in many of the demographics marketers are accustomed to targeting. Recently, Retail TouchPoints looked at the way that most “empty nesters” consult the web, browse, and buy via mobile. A study was done on shoppers born between the years 1946 and 1964 who do not have children living at home. This is what was discovered:
- 82% would rather browse online than in-store
- 65% use smartphones to look up product information
- 64% have made purchases using their tablets
- 71% do NOT think they are “behind the times”
- 68% consider themselves independent thinkers
- 90% start the path to purchase using a search engine
- 85% trust third-person product reviews from major retail sites
- 45% are more likely to purchase based on a trusted blogger’s recommendation
Interesting numbers, right? This demographic clearly do not think of themselves as poking along in the dust of modern progress. Instead, they are embracing progress and using it to buy what they want…
