Local Purchases By Channel & Age Group, April 2014 [CHART]

Local Purchases By Channel & Age Group, April 2014 [CHART]

Baby Boomers (55+) aren’t lagging on the digital front as much as they’re made out to be, says BIA/Kelsey, pointing out that almost half of the Baby Boomers and Seniors surveyed use their smartphones at least weekly for local shopping – although it should be noted that smartphone penetration is relatively low among older Americans. Despite some Boomers’ use of smartphones for shopping – which is mostly limited to search (66%) rather than applications (4%) – they estimate making 74% of their local purchases in-store. That compares to an average of 56% among the 18-34 bracket. Source: BIA/Kelsey

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