When I go in store to shop, it's become a habit to now check the online price of something I am interested in, to see if it is cheaper elsewhere or online or if competing retailers are offering something better on their website. Mary (48) from Newcastle said: "Even though I was initially sceptical of using technology to source what I needed, I soon saw the potential, so I now use my desktop, mobile phone and tablet to shop online pretty regularly. It's brilliant, as I don't even have to queue or waste money on parking, like you do with instore shopping". I can browse products online and order at the click of a button. With work and kids occupying a lot of my time, I really like online shopping. It has completely transformed my life in terms of convenience.
Only 20% of Generation X speak to friends or family before considering or committing to an online purchase.Ĭraig (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. Interestingly, 26% of Generation X visited physical stores to see/try/fit a product before making 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. Moreover, 15% admitted to making a purchase online from their mobile phone whilst shopping instore.Īccording to a report compiled by KPMG, most of Generation X look online for reviews and recommendations before making any online purchases at 56%. In another report conducted by 'Salesforce Research', 25% of the UK's Generation X interestingly look for a product online via a mobile phone whilst in a store. This is signified by the findings of Accenture Consulting, where 47% of those in Generation X stated they find it easy to make a purchase using a mobile phone. With time, limited and a desire to live life on the go, Generation X have been keen to embrace mobile phones and tablets as handy mediums for consumption. Generation X are busy balancing careers with a family alongside, signified by 46% having kids under 18 years old living at home. With the online behaviour of Baby Boomers and Millennials widely publicised, OnBuy decided to put the spotlight on Generation X and consider their consumer shopping habits. Principally in their 40's, with a ton of responsibilities and stress to manage, it's a generation which appreciates the convenience which technology has enabled – none more so than online shopping.
Ironically, many of those classified as Generation X are now juggling the delicate balance of caring for older parents and raising teenagers. In that sense, it can be considered a 'transformational generation', sandwiched between two contrasting generations –Baby Boomers and Millennials. It's a generation old enough to recall a time before the internet but also young enough to witness the rapid technological changes around them. In the broadest of definitions, it is individuals born between the mid 1960's and the early 1980's. Generation X is a term which is predominantly used to describe those aged between 36-51.
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