Age Influences Values, Worries in Online Shopping
The Pew Internet and American Life Project study (as covered in Promo) reported that although all Web users agree that online shopping was convenient and time-saving, 62% of those under age 30 consider
the Internet to be the best place to find good deals, while only 32% age 65 and older do. Likewise, younger Internet users are far more likely to find online shopping convenient. The reason according to the study's author - simple force of habit. The generational gap is less pronounced when it comes to giving
credit and other personal info online - 71% of
younger users do not like doing so, almost as high as the 82% of
older users.
Meanwhile, MediaPost had an article on an IDC study. According to the report, the Internet is where people spend the most time browsing (32.7 hours per week out of 70.6 hours per week, on average, with all media.) These numbers are strongly influenced by age with older consumers favoring TV and print. Additionally it showed that 84% of survey respondents use search engines; 83% use maps and geographic navigation; 77% do other kinds of research, and 76% do e-mail. Regarding advertising - "This suggests that advertising budgets will continue to be shifted out of television, newspapers and magazines into Internet advertising."
If we want to look at shopping even further down the age range, eMarketer covers a MediaMark study reporting that "Kids are shopping online, downloading digital files and making their product opinions known... as training to make purchases once they have the means. " About 13% of US children said that they shopped online during the past 30 days. There's a big jump at age 14 "when some teens get debit cards or start using their parents' credit cards."
Posted by Universal Ad
Meanwhile, MediaPost had an article on an IDC study. According to the report, the Internet is where people spend the most time browsing (32.7 hours per week out of 70.6 hours per week, on average, with all media.) These numbers are strongly influenced by age with older consumers favoring TV and print. Additionally it showed that 84% of survey respondents use search engines; 83% use maps and geographic navigation; 77% do other kinds of research, and 76% do e-mail. Regarding advertising - "This suggests that advertising budgets will continue to be shifted out of television, newspapers and magazines into Internet advertising."
If we want to look at shopping even further down the age range, eMarketer covers a MediaMark study reporting that "Kids are shopping online, downloading digital files and making their product opinions known... as training to make purchases once they have the means. " About 13% of US children said that they shopped online during the past 30 days. There's a big jump at age 14 "when some teens get debit cards or start using their parents' credit cards."
Posted by Universal Ad
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