There are more and more seniors who go online, especially now that they have tablets that are more user-friendly. They have become a significant marketing target. But what are their behaviours in terms of clothing?
According to a study conducted by telephone with 600 women over 55 by Market Audi in October 2015, for Damartex, seniors prefer buying ready-to-wear and shoes in stores rather than on the web.
The question was: Generally speaking, do you buy garments on the web often, sometimes or never? 31% of French seniors responded, « often » and « sometimes », 37% of the British, and 12% of the Belgians. 89% of French seniors responded « often » and « sometimes » to the question: Generally speaking, do you buy garments in stores often, sometimes, or never? 98% in United Kingdom and 96% in Belgium.
The younger seniors are the ones who buy on the web
The study of Market Audit shows that the older you get, the less you use the Internet to buy ready-to-wear in all 3 countries.
The 55-64 years olds are the ones who buy the most on the Web, over 75, online purchases are very rare. Buying online remains rather exceptional for Belgian seniors, even the youngest. Overall, the younger seniors consumer more than the older ones; in France, close to one 75-year old woman out of five responded that she never buys clothes in stores.
The Example of Price Minister
In 2014, Price Minister conducted a survey of its customers. Seniors account for 20% of buyers and 23.5% of orders. Their average basket is 6% below average but they buy 19% more often than the average. Their purchases weigh 22.04% of the turnover. They consume relatively few items of clothing: 11% of the shoes are bought by seniors and 13% of the garments. Seniors consume art, books and collectables first: 30% of the art prints are bought by seniors and 32% of the books.
– Market Audit
– Le Journal du Net (French language) : http://www.journaldunet.com/ebusiness/commerce/seniors-e-commerce-priceminister-0714.shtml