Seniors also love online shopping! Average monthly online spending by older Americans has increased by 60%

During the epidemic isolation, the Internet has become the main channel for people at home to communicate with the outside world. The elderly (over 60 years old ) are no exception, and they have even begun to learn to use electronic devices for online consumption.

According to tracking data from market research firm NPD Group, people aged 65 and over in the United States spent an average of nearly $187 per month online in 2020, up 60% from 2019. Although their online spending is still lower than the average of $238, the elderly are also the fastest growing online shopping group by age group .

Online retailers and logistics companies have noticed this phenomenon. In order to encourage older consumers to maintain this shopping habit, many businesses have launched targeted services for older consumers. For example, grocery delivery service provider Instacart has opened a telephone support hotline, and Target's delivery service Shipt is also launching free services for low-income older consumers.

Instacart President Nilam Ganenthiran predicted that even after the pandemic ends, ordering groceries through online channels will become the "new normal" for seniors .

It’s important to note, however, that seniors aged 65 and over are less likely than younger consumers to have home internet or a smartphone.

According to a study by the nonprofit Older Adults Technology Services, nearly 22 million, or 42%, of Americans aged 65 and older do not have broadband equipment installed in their homes , and low-income people, black and Latino seniors are more likely to be excluded from the online world.

In addition to the lack of network equipment, another problem faced by the elderly is security threats such as information leakage and Internet fraud. Data shows that American consumers lost $245.9 million due to online shopping fraud in 2020. Moreover, shopping from online grocery stores, plus tips paid to waiters and delivery fees, costs more money than shopping directly in physical stores.

In addition, the epidemic has also exposed another huge flaw of the Internet, which is that it is not convenient for people with disabilities or elderly people with declining vision and hearing abilities to use.

According to the example of the wmur website, Iris Berman, 93, who lives in an assisted living center in San Francisco, USA, used to buy shoes online by herself, but with the deterioration of her eyesight, she is now unable to shop online by herself, so her son Eric Berman, who works in technology, chose to take over her online shopping activities through a virtual shared screen.

While seniors won’t grow up with the evolution of the internet, there are many who enjoy the process of learning new technology!

Lynette White, 72 , buys clothes and home goods from Amazon and Target on her iPhone, and sometimes has trouble navigating. When she's ready to check out, she may find she has to start all over again, which frustrates her. But she says she also enjoys learning new skills and often gives Amazon gift cards to her grandchildren.

"I was really impressed by the online shopping sites and I'm still excited about technology at my age, " White said.

Therefore, it may be time for sellers to change the past promotional concept of promoting elderly products to young people and inspiring filial piety of children, and select products and promote sales based on the preferences and tastes of the elderly themselves . At the same time, attention should be paid to optimizing the purchase experience of the website and the design style of the webpage, including adjusting the font size, recruiting website testers over the age of 65, etc. , so that the elderly can also enjoy the pleasure of online shopping!

Elderly Group

Online Shopping