In July 2017 , Rakuten Digital Commerce published the infographic "How Generations Consume Online," which presents a study conducted with 472 e-consumers. The study showed that people born between 1980 and 1995 (Generation Y) prefer shopping via online stores to shopping via physical stores.
Observe the following proportions, according to that research:
- Y generation: 95% inclination for online shopping and 5% in physical stores
- Generation Z: 87% inclination for online shopping and 13% in physical stores
- Generation X: 87% inclination for online shopping and 13% in physical stores
- Baby Boomer Generation: 84% inclination for online shopping and 16% in physical stores
- Boomer generation: (no data)
This study contradicts another study conducted by Campaigner with 761 consumers and published in April 2017, which revealed that " Generation Y is more susceptible to email marketing for e-commerce ."
- As soon as you can, read also: “Children's Day 2017 will generate BRL 2,1 billion in revenue for Brazilian e-commerce, research indicates"
A third study by the University of Southern California demonstrates that, although Generation Z is not the most likely to prefer shopping in online stores, they are the ones who respond to emails most quickly. Learn more about this in the article " Is Email Marketing Relevant to Generation Z in E-commerce ?".
Finally, the Boomer generation (born between 1920 and 1945), although not included in the Rakuten study, can also shop via e-commerce, albeit in smaller numbers and often with the help of their children and grandchildren. In this context, it is worth checking out " E-commerce strategies for the elderly ".
