shopping is no longer the purview of Gen Y and Gen X, as boomers and seniors are increasingly incorporating mobile into their brick-and-mortar shopping behaviors. That’s according to new survey
results from the Local Search Association and Thrive Analytics, published in their new “Local Mobile Trends Study.”
The survey of 1,058 smartphone users found that 69% of
older boomers and seniors (defined as consumers ages 54+) use their smartphones at least on occasion to look for deals, compare prices and find reviews while shopping in stores. That’s compared
to 97% of Gen Y respondents.
In terms of specific goals, 51% of older boomers and seniors said they compare prices, versus 60% of Gen Y and Gen X, 52% of younger boomers (ages 44-53),
and 51% of older boomers and seniors. Some 50% of older boomers and seniors said they look for coupons or offers, compared to 56% of Gen Y, 59% of Gen X, and 52% of younger boomers.
In one interesting line of inquiry, the survey asked respondents if they ever felt guilty or try to hide their device when looking for information when shopping -- an indicator of whether they
consider the behavior a routine and acceptable part of the retail experience. Here, older boomers and seniors were the least likely to say they feel guilty or hide their device, at 6%, compared to 8%
of Gen Y, 10% of Gen X, and 8% of younger boomers.
Finally, 37% of older boomers and seniors said they would stop moving forward with a purchase based on information they discovered
via their smartphone while shopping, compared to 65% of Gen Y, 62% of Gen X and 45% of younger boomers.
Among respondents who said they decided not to buy a product based on information
discovered this way, the most common reason was finding a better price online, cited by 47% of Gen Y, 46% of Gen X and 41% of younger boomers, older boomers and seniors."Mobile Shopping" photo from Shutterstock.