Young UK Millennials Among the Least Frequent Digital Buyers - eMarketer

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Young UK Millennials Among the Least Frequent Digital Buyers

Those 65 and older also don’t shop digitally that often

November 19, 2015

Though younger millennials have embraced digital and mobile for most aspects of their lives, they are among the least frequent online buyers, according to May 2015 research.

Frequency with Which UK Digital Buyers Make Digital Purchases, by Age, May 2015 (% of respondents in each group)

Real-time customer engagement platform iAdvize polled 1,012 UK shoppers who purchased items on the internet during the past 12 months. The study found that almost half of UK digital buyers ages 18 to 24 made digital purchases several times per month. Additionally, 21% of respondents in that age group said they made a purchase approximately once a month. Only 20% of them made digital purchases at least once a week. In fact, the digital purchasing habits of 18- to 24-year-olds looked very similar to those in the 55-to-64 age group.

Older millennials—ages 25 to 34—and the 35-to-44-year-old age group, were much more likely to make a digital purchase several times per month. For example, 88% of UK digital buyers ages 25 to 34 made digital purchases at least several times per month. Unsurprisingly, respondents 65 and older were the least frequent online buyers.

Average Monthly Amount Spent on Digital Purchases According to UK Digital Buyers, by Demographic, July 2015 (in £)

Perhaps younger consumers are not shopping digitally as often as older consumers because they earn less money and are less likely to have credit cards. But even though they don’t shop online as often, they do spend a significant amount on digital purchases monthly. July 2015 research by Tryzens, a digital solutions provider, found that 16- to- 18-year-old UK digital buyers spent an average of £585 ($963) monthly on digital purchases.

The 19-to-25-year-old age group spent more, at £685 ($1,128), and 26- to 45-year-olds spent the most monthly, averaging £728 ($1,199). Those 66 and older, who again are the least frequent online buyers, according to iAdvize, spent an average of £269 ($443) a month on digital purchases.

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