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BizReport : Ecommerce archives : December 18, 2013

Research reveals confidence of British silver surfers

Confident and tech-savvy silver surfers are avoiding the cold weather and Christmas queues and shopping online, according to new research from next-gen payment firm Kalixa Group.

by Helen Leggatt

British silver surfers are giving younger generations a run for their money when it comes to online shopping, found Kalixa's recent research. Over half (58%) of those over retirement age (66-88 years of age) shop online in the UK, that's almost as much as the national average of 59%.

Furthermore, amongst the same age group, over a third (34.5%) are confident that online shopping is secure, far more than the national average of 29%. And, this older age group are less likely to find online shopping frustrating. For example, while 34% of all online shoppers find setting up new accounts with online retailers to be frustrating, just 21.5% of silver surfers find it a chore. Despite their age, and accompanying deterioration in memory, just 22% of silver surfers find remembering a password difficult, compared with 32% of the general population.

kalixa-group-logo.pngAccording to Ed Chandler, CEO of Kalixa, the extent to which older members of the British population have embraced ecommerce, and their confidence shopping online, is "breathtaking".

"It's important that retailers grasp what this means," says Chandler. "Armed with this knowledge about the silver surfers, I'd expect retailers targeting older generations to make sure browsing and buying online is optimized. If they don't, they are missing out on engaging with one of the most net savvy demographics."

A recent study from Shoppercentric found that, despite older consumers' willingness to get online and engage with retailers, they feel undervalued. Despite 62% of those age 50 and above having Internet access at home, one in two believes that retailers don't think their age group is important. Just one in five believe retailers value older shoppers due to the amount of time and money at their disposal.

Tags: ecommerce, online payments, silver surfer, UK

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