ECOMMERCE companies should take more notice of the over-50s, as they are a valuable market often quite willing to buy online, an analysis of spending habits suggests.
Data from Saga Platinum, a company which specialises in the ‘Silver Generation’, shows online shopping is not just for the young and that older people are spending increasing amounts through the internet.
Online purchases by the over-50s have increased by 25 % since 2010 and now account for £1 in every £8 spent on cards, the company says.
Saga says this increase is roughly in line with growing online sales across the UK and therefore there is no reason to think the old are being left behind in the internet age. Indeed Silver Surfers, as they are known in some marketing circles, are positively enthused by the prospects of buying online.
The research found that music and books were the fastest growing areas for online sales by the over 50s, up by 738% and 4436% respectively.
It also appears this group has gone mobile with 27% owning a smart phone, iPad or other tablet computer.
“Today’s over-50s embrace new technology and are not fearful of it,” Saga says chief executive Roger Ramsden.
“They are savvy and confident shoppers online and enjoy the convenience and ability to shop around at the click of a mouse.”