Demographics Of Online Purchasers By Product Category, June 2014 [TABLE]

Still, seniors lag behind younger generations in buying online. A June 2014 Harris Interactive survey found online consumers 68 and older significantly less likely than younger people to have made such purchases in multiple product categories. The conspicuous exception was prescription medications.
Seniors are also laggards in using digital tools to research possible purchases in stores. Even among those who go online, a below-average proportion uses the internet for this purpose. In a December 2013 survey of US internet users by Prosper Insights & Analytics, this was true across sectors ranging from apparel to furniture to electronics. Inevitably, medicines/vitamins/supplements was one of the few categories where seniors exceeded the average for total adults. Read the rest at eMarketer.