E-commerce retailers generally target the
In addition, boomers were wary of e-commerce in the beginning and reluctant to make purchases online. As a result, the potential of baby boomers as digital consumers often gets overlooked. This is a mistake.
Boomers were the largest generation of Americans born in U.S. history and today represent
Clearly, boomers are active online shoppers and have tremendous buying power. So what changed? On a basic level, Internet penetration. More boomers are using the Internet and increasingly comfortable doing so. They actually
Another major factor are improvements in payment security. The technology surrounding online transactions has grown leaps-and-bounds over the past decade. This fact, combined with the recent outbreak of security breaches at big box retailers, have shown boomers that online transactions are in many ways more secure than offline. Once that concern is out of the way, it is hard for this generation, many who struggle with mobility, to ignore the convenience of shopping from their home.
When targeted right, boomers can powerfully drive sales for e-commerce retailers. However, there are a few key things to keep in mind. Boomers have different shopping styles than other generations.
Quality of experience is another important factor for this demographic, as is trust. If a site seems confusing or insecure, they wont buy. Boomers may be more comfortable with entering their credit card information online than they used to be, but they are still more wary than younger generations, and more concerned with security. Any ecommerce vendor hoping to tap into this market has to make security and seamless checkout a priority. As a bonus, taking steps to improve your overall payments experience will appeal to other customers of all ages. In todays fiercely competitive ecommerce market, targeting boomers is too valuable an opportunity to pass up.
Shawn Budde is CEO of 2Checkout.