A new report, based on KPMG research, has examined the shopping habits of members of Generation X.
‘Generation X’ is a term which is predominantly used to describe those aged between 36 and 51. In the broadest of definitions, it covers individuals born between the mid-1960s and early 1980s.
Sandwiched between two of the most documented generations (Millennials and Baby Boomers), those in Generation X are primarily in their 40s. With a ton of responsibilities and stress to handle, it’s a generation which appreciates the convenience that technology has facilitated them – none more so than online shopping.
With the shopping habits of Baby Boomers and Millennials widely publicised, OnBuy.com decided to put the spotlight on Generation X as online consumers. To achieve this, the company analysed findings from KPMG to understand the behaviours and attitudes of Generation X towards online shopping.
The research revealed that 56% of Generation X research online for reviews and recommendations before committing to an online purchase. The next biggest avenue for Generation X to research online purchases was the actual retailer’s website they intended to purchase from, at 48%.
The report also considered the top attributes which drive loyalty amongst Generation X. 66% of Generation X citied ‘excellent customer support’ as the largest factor facilitating their loyalty towards a certain retailer. Following this, loyalty for those who are part of Generation X came from ‘exclusive offers for members (47%)’ and ‘loyalty programmes (39%)’.
With Generation X increasingly developing an appetite to become more connected and share their experiences, leaving feedback is increasingly becoming a part of their DNA. Per the report, 49% of Generation X’s preference is to leave feedback directly on the website of the retailer they purchased from. Following direct feedback, Generation X consumers would leave feedback via Facebook at 29%.
Craig (42) from Leicester said: “Growing up in a world where the internet was only at its inception, I would have never predicted the endless possibilities it now provides. It has completely transformed my life in terms of convenience. With work and kids occupying a lot of my time, I really like online shopping. I can browse products online and order at the click of a button. It’s brilliant, as I don’t even have to queue or waste money on parking, like you do with instore shopping.”
London-based retail analyst Lilly Jones commented: “I often label Generation X the ‘lost generation’. Unfortunately for them, they are slotted in-between two generations which are talked about more – the millennials and baby boomers. A lot of retailers have spent a considerable amount of time and resources to understand the behaviours and preferences of these two generations; whilst leaving Generation X behind as a significant consumer group. Retailers must make an active effort to understand the needs of Generation X, as they will continually drive online sales for the foreseeable future.”
