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As the Christmas rush is upon us, new research has shown how older consumers lack trust and confidence in online retailers, who could be doing more to make online shopping accessible and enjoyable for people of all ages.
An increasing number of older consumers (55 years and older) now shop online in the UK as the pandemic has driven them away from physical shops, buying items online more regularly than before the pandemic. Half (50%) of consumers aged 55+ have bought more from online shops during the pandemic than they had previously.
Although the apparent increase in older Brits shopping online suggests that many are technically savvy, this research raises concerns over other mature consumers’ whose confidence and ability to shop online isn’t quite as good.
A recent YouGov survey commissioned by PriceRunner found that more than 3 in 5 (63%) older shoppers are reluctant to buy from a brand online they have never bought from before or heard of, whilst almost 4 in 10 (39%) feel the information on online shops is unclear, making the shopping process more complicated than if done in physical shops.
Aston spoke to Christine Gouldthorp, online shopping expert at PriceRunner to tell us more about their research, give us advice & share the best tips to shop safer and more confidently online.
Photo by Mike Petrucci on Unsplash