The online shopper pool is growing and becoming more demographically diverse — and it's forcing brands to make meaningful shifts in their online targeting tactics.
Who Are These New Shoppers?
Boomers spend $230 billion annually on consumer packaged goods, while Gen X'ers spend more on food and wine than any other generation. These shoppers like to research before purchasing, yet are the least likely group to be influenced by online reviews — making influencer campaigns less effective with this cohort.
They value quality, customization, and convenience, and are the most likely group to have groceries delivered. When it comes to online shopping, they prefer laptops and desktops over mobile devices. Some Gen X'ers also have children at home, giving brands the opportunity to form loyalties with the next generation of shoppers at the same time.
What Are They Looking For?
According to Nielsen, consumers are increasingly concerned about safety and hygiene, product origins, and how many hands touch items before they arrive. They're looking for "contactless experiences."
"More than ever in the products we buy, we want to know that they do the job they say they do… easy authentication and understanding what I'm buying is going to do the right thing for me and my family." — Scott McKenzie, Nielsen
What This Means for Your Targeting Strategy
When people change habits, they become more open to fresh ideas. It's an opportunity to win market share now and build brand loyalty in the next generation of shoppers. Here's how to adapt:
- Different age groups shop at different times and days — consider week and day-parting based on age profiles
- Speak directly to their desire for a contactless experience with delivery messaging and targeting tactics
- Make sure your campaigns are cross-device and not mobile-only — you'll miss these laptop and desktop shoppers entirely
