Boomers Favor Cross-Border Shopping, But Want Information In Their Own Language: Study

Baby boomers, who are portrayed as being stuck in their ways, are embracing global e-commerce more than younger consumers. But they have different expectations, according to a study from eShopWorld (ESW). 

The report provides insights that might be of use to email marketing teams trying to serve this audience. But they have to observe best practices.

For instance, 43% prefer websites that present information in their local language. In contrast, 31% of shoppers 40 and under feel the same way. And 39% of boomers want prices to be shown in their own currency. 

These things sound like basic requirements for international ecommerce, but only 31% of younger shoppers demand that prices be in the local currency.  

In addition, 42% of boomers say a cost is a primary factoring cross-border shopping, compared 32% in younger age cohorts. 

eShopWorld surveyed more than 22,000 consumers in 11 countries (Australia, Canada, Chile, France, Germany, Mexico, Russia, Singapore, Turkey, the UK and the US) in December 2020.

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Of the baby boomers polled, 65% have used credit or debit cards for cross-borer purchases, and only 3% have utilized buy now, pay later options. However, 12% of shoppers ages 40 and under have used them. 

“Shoppers in the 57–75 age group naturally gravitate to online marketplaces, so retailers and brands seeking to reach them directly need to make sure their cross-border shopping experience is presenting information in their own local language and currency. Tommy Kelly, CEO of ESW. 

It goes without saying that email should also be written in the local language, in line with the old marketing prescription,"Think globally, act locally."

Kelly also notes that older shoppers “also don’t care as much about customer reviews as Gen Zers and millennials do and they prioritize lower costs and clear refund policies.” 

ESW surveyed 22,000 people in numerous countries, focusing most on those in Australia, Canada, France, Germany, Russia, the U.K. and the U.S., in December 2020. 

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