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.