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US Adult Digital Buyer Penetration By Generation, 2013 & 2017 [TABLE]

Table - US Adult Digital Buyer Penetration By Generation

One moral to draw from this: A brand that targets boomers is apt to have the best luck reaching them in their prepurchase planning stage at home, rather than at the last minute in a store. And when boomers do see a marketer’s message, it’s more likely to be on a roomy computer screen than on a small smartphone screen.

Some of boomers’ shopping doesn’t entail setting foot in a store at all, as many see the appeal of ecommerce. eMarketer estimates that three-quarters of boomer internet users in the US—45.2 million people—will be digital buyers by year’s end. Read the rest at eMarketer.