IAB Looks At Digital Shopping Habits By Age Group

Chris CrumeCommerce

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The Interactive Advertising Bureau (IAB) released its new Digital Shopping Report finding that younger adults, ages 18 - 34, are more likely to favor smartphones for retail activities than any other age group.

"While overall, consumers are more likely to purchase using a tablet (35%) than a smartphone (28%), this younger generation is more inclined to make purchases using their smartphones (43% vs. 35% on a tablet)," a spokesperson for the IAB tells WebProNews. "In comparison, those 35-54 are more apt to use a tablet for their shopping needs and are more apt to make purchases on those devices (41% vs. 35% general population)."

The IAB shares the following findings:

- 18-34 year olds are more likely to read a product review on their smartphones (44% vs. 32% general population) and less likely to do so on tablets (32%). They’re also inclined to check prices on a smartphone (42% vs. 33% general population) and are less likely to do so on a tablet (32%).

- Those who are 35-54 are more prone to use tablets to read product reviews, locate stores, check store hours, and check product pricing (40% vs. 35% general population).

- Adults ages 55-64 are more than twice as likely to make a purchase on a tablet (34%) than on a smartphone (15%).

- Consumers 65+ are more than twice as likely to make a purchase on a tablet (26%) than on a smartphone (11%). They are also nearly twice as likely to read a product review on a tablet (31%) than on a smartphone (17%).

For a look at the IAB's full report, go here.

Here, you'll find some online shopping stats from different sources for Thanksgiving and Black Friday.

Chris Crum

Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.