Interesting Results
Online Shoppers
A recent survey of 2120 Internet users refutes the widely held view that younger people have more favorable attitudes toward shopping online than older people. While (among Internet users) interest in shopping online did not differ by age, older and younger shoppers differed in terms of how they prefer to shop online. Compared to older online shoppers, younger shoppers had more favorable attitudes toward:
- Receiving personalized product offers and discounts.
- Custom-designed products.
- Seeing profiles of people with similar purchase patterns.
The study also identified online shopping differences based on gender (women were more receptive to using online shopping lists), highest level of education (those with less education were more tolerant of advertising on Web sites and more willing to receive e-mails from retailers), and income (higher-income people were more concerned about being able to use a retailer’s Web site to check inventories at local B&M stores).