Hírek és szakértelem

Vásárlás a neten: Életkor, bizalom, lojalitás

Vásárlás a neten: Életkor, bizalom, lojalitás

Do you intend to buy over the Internet over the next six months? Specifically, Nielsen’s colleagues questioned twenty-two different categories in March this year. The majority of respondents say that 21-34 year-olds represent each product. But the results of the survey show that it is worth paying attention to older people as well.   

Let’s look at the age distribution of those who are willing to buy online for FMCG product groups. The average of respondents from sixty countries, including our country, shows the following picture: The 21-34 year old Y-generation (English Millennials) plans to buy food, household chemicals and cosmetics on the Internet over the next six months:

Alcoholic drink and body lotion (deodorant, shampoo, cream, etc.) 57-57, alcoholic thirst quencher drinks and cosmetics 56-56 percent. 

There is a single indicator above that: 63 percent of the respondents plan to buy articles related to the dressing, feeding and nursing of dolls online.

It would be a pity, however, to ignore the older business plans. Because they account for 40 percent of those who plan to buy on the net. This is a significant number.   

It is true, however, that members of older age groups can be attained in a far more complicated way than young people.

And as we expect older age groups to evaluate, the smaller the proportion of those who plan online shopping. Worldwide, 28 percent of the X generation (35-49 year olds) are willing to buy goods online, while only 50 percent of the 50-64 year olds are just 10 percent. The age of 65 and older is about 2 percent.

From this point of view, the youngest Z generation (20 years and younger) represents 7 percent.

Why is the weight of the generations important? Concerning this question, it is worth quoting John Burbank, president of Nielsen’s Strategic Initiatives:

“At present, online shopping planers are divided by age by pointing the language to the younger. But each age group must be considered by those who plan to develop. Tomorrow, consumers with the highest purchasing power will be those who are extremely receptive to digital supplies. As time passes, an increasing number of consumers use the many benefits of the Internet. Already in the initial phase, it is important to establish and strengthen trust, which is the basis for customer loyalty throughout life. ” 

(Published by Trademagazin on Nov. 2014)