E-commerce has become one of the main allies of the consumer for the acquisition of Christmas gifts and Baby Boomers, a generation born between 1946 and 1964, have shown increasing interest in e-commerce.
The Generations study, made by Croma Consultoria, part of the Croma Group, reveals that this generation intends to reduce purchases in physical stores and increase virtual purchases, provided they are safe. Currently, 44% of the group are in the habit of researching and buying online. The index is expected to grow to 59% in the coming years.
The study also reveals that 55% of respondents buy from suggestions based on browsing history on websites; another 46%, on social networks. The results prove that directing investments to digital expansion is a sure strategy for companies at the end of the year in order to win new customers and ensure new revenues.
"The baby boomer consumer is increasingly adapted to the digital environment, driven by the practicality and trust of e-commerce platforms. This audience, which values quality and transparency service, has been one of the most significant growth segments in online shopping, especially in categories related to health, leisure and technology”, says Edmar Bulla, founder of the Croma Group.
In addition, the proximity to the virtual environment has expanded to the financial area. The study “The future of the Brazilian's relationship with money and finance”, also produced by Croma Consultoria, shows that 68% of baby boomers believe in the effectiveness of digital payments for reducing expenses. Among the main assets financed by the group, are smartphones (39%) and home appliances (31%).
The continuous development of online tools, which dialogue with the specific demands of usability of the elderly, makes Revolution 4.0 directly impact the way these individuals deal with the recurring activities of daily life. By providing greater security and accessibility for users, e-commerce strengthens the relationship with consumers.
"Building a safe and intuitive digital environment for society and especially for baby boomers in online shopping is essential to strengthen the trust and purchasing power of this group. This involves not only robust fraud technologies, but also a more friendly navigation, with clear communication and a service that makes them feel valued and supported throughout the purchase journey”, emphasizes Bulla.
