embrace older richer markets There is a myth being constantly perpetuated, that it is younger people who shop online. This has resulted in the view by some that e-commerce will not work effectively if it is not targeted towards younger people, specifically members of the ‘X’, ‘Y’ and millennial generations. Nothing could be further from […]

embrace older richer markets There is a myth being constantly perpetuated, that it is younger people who shop online. This has resulted in the view by some that e-commerce will not work effectively if it is not targeted towards younger people, specifically members of the ‘X’, ‘Y’ and millennial generations. Nothing could be further from the truth. While older people were slower to embrace e-commerce, they are now doing so at a faster and faster pace. Further, they have, for a variety of reasons, significantly greater spending power. Research suggests the following breakdown for online shopping expenditure in Australia: 18 to 24 – 12% 25 to 34 – 22% 35 to 44 – 24% 45 to 54 – 20% 55 – 64 – 13% 65+ – 9% There is also research to suggest that the over 45 groups are the fastest growing, as follows: 18 to 24 – 0.8%/ annum…