Business News  •   Published 02/06/2016  •  Updated 27/11/2023  •  By Stewart Smith

Online Shopping Habits of the Over 60’s

Elderly shopping online
One of our customers was a sprightly 90 year old who inquired about a personal alarm for her husband. After chatting through all her options, she mentioned she looked through our website on her iPad. She then went on to say how much of a lifesaver her tablet was. She couldn’t do without it, and it has opened up a whole new world for her. We found it amazing that a true silver surfer like her was embracing technology.

The Rise of the 60 and Above Online Shopper

Those over 60 are the fastest growing group of tablet users, with 39% owning a smartphone or tablet. A recent survey suggested one in three agreed with the statement, “I can’t imagine my life without the internet.” ”Online shopping is becoming a habit for this generation!

According to the Office For National Statistics, those 75 and older who are internet users have nearly doubled since 2013, from 29%, to 54% in 2020.

Applications like Skype are helping the older generation stay in touch with loved ones. Internet access opens up a world of learning, which keeps the brain active. The latest tablets, such as the iPad Pro have really clear screens and vivid colour spectrums, which make reading easier than ever.

Online video streaming is popular among ‘silver surfers’. 15% aged 50-59 watch a movie or a video on YouTube at least once a day. 33% aged 60-69 watch videos on YouTube a few times a week.

Surprisingly, over-70s consume the most YouTube videos via tablet and Smart TV. 8% claim to use a Smart-TV to access online videos. Compared to 2% of 30-49 year olds. 7% of 50-59 year olds and 4% of 60-69 year olds.

Online Grocery Shopping of the Elderly

online shopping for groceries
With the above numbers in mind, it is not surprising that online shopping is booming. The United Kingdom spent an estimated £20.1 billion on Christmas in 2022. While surveys suggest although those over 60 like to support local businesses, online food shopping is benefiting this age group.

Surveys found that those who are over 60 prefer quality over quantity. Online food shopping gives them the time to choose the food brands they want without the hustle and bustle of walking around the aisles.

Food orders are delivered directly to the door, taking away all the hassle of lugging shopping bags home. All the major supermarkets offer home deliveries, with Waitrose and John Lewis enjoying record online sales year after year. New entrants such as Able and Cole offer a range of organic groceries delivered to your door.

Pensioners can be sure they eat healthy by using meal subscription services like Gousto and Wiltshire Farm Foods that save them time and money.

Other statistics for online shoppers over 60:

  • Over a quarter of online shoppers aged 60-69 say they will use mobile devices often for shopping in the future.
  • 55% of online shoppers aged 60-69 and 51% of those aged 70-79 use the internet at least once a week for browsing.
  • 12% of online shoppers aged 60-69 buy online once a week.
  • As each tech savvy generation moves into the over 60 age group the statistics will continue to move in an upward trend. Online shopping will make its way into their daily habits.

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About The Author

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Stewart Smith

Stewart has been involved with the telecare industry for over twenty years, developing lifeline solutions that grant peace of mind to elderly and vulnerable people and their loved ones. During this... Read More

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