In our 7th Annual Consumer Personalization Study with the e-tailing group, we surveyed 1,000 consumers and compared average responses across age groups. Our data shows that, while personalization is more essential for younger shoppers, consumers of all ages want personalized shopping experiences.
Sixty-nine percent of consumers ages 25-34 said they were comfortable sharing information for an improved shopping experience, as did 46 percent of their 55+ counterparts. Forty-five percent of 25-34 year olds expressed frustration when onsite product recommendations fail to update in real-time, and 27 percent of the 55+ segment said the same.
The average shopper uses at least three devices to access the Internet. While younger shoppers are inclined to use three or more (70 percent), the older crowd is keeping up, too:
Younger consumers rely heavily on tablets and smartphones to make purchases online, but older consumers are starting to go mobile as well. 33 percent of shoppers over the age of 55 use smartphones to buy products, and 36 percent use tablets.
Considering consumers of all ages are using multiple devices to research and purchase products online, it’s crucial that retailers recognize consumers, and deliver personalized content, across each of their devices and also across all the channels they shop.
When shopping online, both older and younger consumers are influenced by personalized product recommendations and mobile advertising.
The younger crowd also reported that visiting a retailer’s mobile site or app would most likely prompt an in-store visit (88 percent), but the 55+ group isn’t far behind – they reported personalized product recommendations on a retailer’s website or mobile device as their largest in-store visit driver (65 percent).
Personalized marketing matters, and consumers of all ages want to see it beyond their mobile devices:
We’ve known for quite some time that younger segments are more receptive to personalization, but it’s very compelling to see the age gap shrinking. Even if your target audience is above 55 years old, improving your personalization strategy should lead to more traffic (both in-store and online), higher engagement, and increased sales.
Download our full 2015 survey to learn more about how age affects personalization preferences.