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The 50-plus generation buys online
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Nearly every second over-fifty is a virtual shopper
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Best agers go for products made in Germany
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Hamburg, Germany, October 10th, 2006 –
Almost half of the 50-plus generation in Germany regularly buys on the Internet. This puts the best agers in third place among the most important online shoppers. First and second place go to the 31 to 40-year-olds (52 per cent) and the 14 to 20-year-olds (50 per cent). These are the findings of the E-Shopping-Trend 2006 survey conducted by novomind in collaboration with wiwo.de and handelsblatt.com.
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The number of older consumers who shop in virtual department stores has almost doubled since 2002. At the top of the best agers' shopping list are books (75 per cent), followed by electronic equipment (69 per cent) and DVD/CDs (44 per cent) and they leave the "cheap is hip" mentality to the younger generations. While almost every third shopper between 21 and 30 buys from the company offering the cheapest deal, this is true of only ten per cent of the over-fifties. The more mature clientele places greater emphasis on quality. Over half of the over-fifties buy from suppliers offering the best value for money, and variety of services also plays a decisive role in the choice of shop.
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If the service is good, two out of five shoppers in the 50-plus category are even willing to pay more for the products. Nearly two out of three best agers attach particular importance to safe payment methods and low-cost delivery. They tend to be sceptical about foreign suppliers and two out of five favour German online shops over their international competitors.
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In their choice of product, too, the older shoppers go for the "Made in Germany"label. In fact, barely ten per cent of over-fifties are interested in the possibility of buying foreign articles on the Internet that are otherwise difficult to obtain from German retailers. By comparison, every third young person of between 21 and 30 sees this as the Internet's advantage over the stationary retail trade. The best agers are also dissatisfied with the presentation of goods in online shops. Nearly two out of three complain that they cannot touch or try out the products. Two out of five want zoom functions so that they can take a closer look at the products before they buy.
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The latest novomind survey, E-Shopping-Trend 2006, was conducted in June 2006 in collaboration with wiwo.de and handelsblatt.com. The main focus of the survey was the question of where the latest trends lie in e-shopping and virtual marketplaces. The online questionnaire was completed by 506 end consumers.
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novomind is a software developer in Hamburg and the fastest-growing company in the field of electronic customer communications and mail management. As the leading provider of innovative solutions for digital customer communications, novomind AG provides software for service-oriented and personalised customer dealings. The software not only optimises efficiency in customer administration significantly, it also gives the user a faster return on investment. The portfolio of the Products division includes the novomind Self Service SuiteTM. The software package contains all the necessary communication modules necessary for a customer service centre on a central knowledge basis: e-mail management, virtual customer consulting and systems for interactive, real-time communication. The novomind AG Services division implements complex e-business applications. More than 40 major companies have already decided in favour of novomind technology, among them Citibank, Otto, Yello Strom and the German pension institution Deutsche Rentenversicherung. Club Bertelsmann, EnBW and Mexx as well as public-sector users, such as the German Bundestag (parliament) and the German Department of Trade and Industry, have already successfully introduced novomind systems to optimise their customer communications, turnover and PR.
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