Today we preview more data from our new Generations report (you can download a free summary here) to look at the numbers who say they have bought a product online within the last month.

Since 2012, we’ve seen steady but consistent growth for this activity among all three groups. Gen X post the best figures of all (68%), although Millennials and Boomers are hardly far behind.

Elsewhere, it’s notable that Baby Boomers are some of the most likely to engage in “webrooming” – researching (typically high-value) products online before purchasing them in-store. This helps to explain why they’re a little behind the other generations in terms of e-commerce: Boomers are still a little more attached to the physicality and reassurance of bricks-and-mortar retail.


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Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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