Online shopping for CPG is most popular with those 45 and older. Surprised?
“The Checkout,” an ongoing shopper-behavior study, shows increasing comfort with shopping online among all age groups, with baby boomers taking the lead. Fifty-two percent of shoppers ages 50 to 54 buy health and beauty products online, and 29% of those ages 45 to 49 buy food and beverages online. “Grocery shopping online is a concept most shoppers have yet to adopt, which means there are conventions ingrained in their shopping behavior that must be disrupted,” said Craig Elston, senior vice president of The Integer Group.