Fewer consumers between the ages of 55 and 64 shop online than do younger people, but they spend $300 more per year than the average web shopper because of their higher incomes and higher rates of booking travel online, according to new study from Forrester Research.
Senior consumers—those aged 65 or over—also lag other users in online spending. Only 29% of seniors made an online purchase over a three-month period, compared with 48% of 55- to 64-year-olds and 56% of users under the age of 55, the study found. Seniors spent a mean amount of $281 online, compared with $361 for the next youngest group and $333 for the under-55 group during that period.
Only 46% of consumers aged 65 or over use the web, compared with 69% of 55- to 64-year-olds and 73% of the North American population overall, Forrester says.
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