An older but still good article on emarketer.com shows that Internet usage by people over 62 is increasing dramatically and that especially online shopping is becoming more and more popular for them. So far, however, e-commerce has been staying away from the age bracket.
62+ as A Target Group
It’s actually a paradox that e-commerce is catering to the needs of younger people because: They don’t have the money! Who can afford a luxurious automatic espresso machine or an expensive digital camera at the age of 25? What’s more, they don’t have the time! Who can afford to travel extensively or go shopping during the day at the age of 40? According to eMarketer, it’s particularly older people who are active on the Internet who are well-to-do. Many of the people over the age of 60 are still working and have good incomes. Or they are no longer working and have time to spend money. The annual growth of the Internet users over the age of 62 currently amounts to 7.6% in the USA. Which means good prospects for online business.
How Do I Reach Older Consumers?
Older customers should never be treated as “old”. Nobody wants to feel old. However, what should be considered is the increased need for security by people over the age of 60. Simple functionality and an easy order handling that inspires confidence are thus essential. Test reports and a seal of approval, faces and background information about the company also help to create trust and pull back the shop’s veil of anonymity. Since all of this also applies to younger people, the design of a webshop can and should be catered to the needs of older customers from the very beginning.
Of course, not every product works in all age groups. Use appropriate teasers on your start page to attract your different age groups and which point shoppers to the relevant items.
