My dad (who is celebrating his birthday today! happy brithday dad!) has what I like to call a small 'problem': he has an Amazon.com addiction. No, seriously. Every time we have a conversation about a project one of us like, a few days later there's inevitable a package from Amazon from him with said product in it. He even write product recomendations and places orders on monthly auto renewal.
I love it, and also think it's hilarious, but the point of this little story is that he, like many other Baby Boomers, DO shop online.
In fact, according to a study by the Integer Group and M/A/R/C Research, "52% of shoppers ages 50-54 are purchasing health and beauty products online, while 29% have bought food and beverage products online -- more than any other age group," debunking the myth that Boomers don't shop online.
So why are they shopping online? The same reason many of the rest of us shop online: DEALS! As Andrew Morse, director of insight and strategy at the Integer Group, explains, "The fact that the Boomer generation is buying more products online is less surprising in the context that the same group are core club store shoppers as well. We know Boomers are frugal; they seek out value for money in any situation. The same behavior is carrying through online.”