Which online channels do Millennials, Generation X, Baby Boomers and Seniors prefer to shop from?

Share this Post

Data Highlights

  • Large retailer websites are the most preferred channel to buy among Millennials (76%), Generation Xers (76%), Baby Boomers (74%), and Seniors (66%)
  • Baby Boomers (59%) are more likely than other generations to buy from online marketplaces
  • Category-specific online channels appeal most to Seniors (44%)

Shoppers across generations prefer to buy online from large retailers. Amazon, WalMart, Target are examples of large retailer channels. More than three in four (76%) Millennials buy from large retailer websites. An identical proportion of Generation Xers (76%) also prefer to buy from large retailers. Baby Boomers (74%) are just behind Millennials in shopping from large retailers. Seniors are the least likely demographic to buy online from large retailers. Two in three Seniors prefer to buy from large retailers.

Images.012

Online marketplaces like eBay are the next most preferred channels. Baby Boomers (59%) and Gen Xers (56%) are most likely to buy from online marketplaces. More than half of Seniors (51%) prefer to buy from online marketplaces. Millennials (48%) are the least likely segment to buy from online marketplaces.

Another channel popular among shoppers is web stores. Web stores are individual websites that sell a small range items. At times it could even be just one product – such as a book. Generation Xers are the most interested in buying from web stores. Almost half of Generation Xers (49%) buy from web stores. Millennials (46%) and Baby Boomers (42%) also show reasonable interest in web stores. Only three in ten Seniors buy from web stores.

The final channel from where shoppers buy is category specific websites. Websites that sell baby products or outdoor equipment are some examples. Seniors are the most likely to buy from such websites. More than two in five (44%) Seniors buy from category specific websites. Baby Boomers (39%) and Gen Xers (37%) show some interest in buying from these websites. Millennials (29%) are the least likely to buy from category specific websites.