E-commerce has become one of the main allies of the consumer for the purchase of Christmas gifts and the Baby Boomers, generation born between 1946 and 1964, have shown an increasing interest in e-commerce
The Generations study, made by Croma Consultoria, part of the Croma Group, reveals that this generation wants to reduce shopping in physical stores and increase virtual shopping, As long as they're safe.. Currently, 44% of the group have the habit of researching and shopping online. The index is expected to rise to 59% in the coming years.
The study also reveals that 55% of respondents buy from suggestions based on browsing history on websites; other 46%, on social networks. The results prove that directing investments to digital expansion is a sound strategy for companies at the end of the year, in order to win new customers and secure new revenues
“The baby boomer consumer is increasingly adapted to the digital environment, driven by the convenience and reliability of e-commerce platforms. This audience, that values quality service and transparency, has proven to be one of the most significant growth segments in online shopping, especially in health-related categories, leisure and technology”, says Edmar Bulla, founder of the Croma Group
Furthermore, 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 in reducing expenses. Among the main assets financed by the group, are smartphones (39%) and household appliances (31%)
The continuous development of online tools, that dialogue with the specific usability demands of the elderly, causes the Revolution 4.It directly impacts the way these individuals deal with the recurrent 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 anti-fraud technologies, but also a more friendly navigation , with clear communication and a service that makes them feel valued and supported throughout the shopping journey”, emphasizes Bulla
