I was catching up on my reading from last week and noticed this gem from eMarketer. In it they shared some data from the Pew Internet & American Life Project study in February 2008 on the positive and negative attitudes of online buyers by age.
One thing jumped right out: Across the board, the percentage of those surveyed who had negative things to say about shopping online was higher among older shoppers, with one exception. Can you guess?
“Online shopping is still too complicated.” Unbelievable, huh? But it’s a sentiment evidently shared by 18 year olds and 65+ year olds equally.
To me, this just shows the opportunity that still exists in the e-commerce space. The burden is really up to us as marketers to understand who our visitors are and what they what to see in order to be comfortable purchasing. It’s a challenge that keeps me passionate about this space and I hope motivates you.