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Not Just for Millennials Anymore
Thursday, April 24, 2014 6:55 AM

Boomers and seniors are actively using their mobile devices throughout the local purchasing process, according to the results of a new survey conducted by Thrive Analytics and released by the Local Search Association. The data demonstrate the growing importance for local businesses to invest in their mobile presence and marketing in order to attract and retain customers across all age groups.

While more Gen Y respondents said they were likely to use their smartphones every time they shop in-store than older boomer and senior respondents (26 percent vs. 6 percent), the majority of both age groups said they use their smartphones at least sometimes when shopping in-store (97 percent vs. 69 percent).

Why they used their mobile devices:

  • Comparing prices and looking up discounts were the top reasons. Comparing prices: 60 percent of Gen Y; 60 percent of Gen X; 52 percent of Young Boomers; 51 percent of Older Boomers & Seniors. Looking for coupons or offers: 56 percent of Gen Y; 59 percent of Gen X; 52 percent of Young Boomers; 50 percent of Older Boomers & Seniors.
     
  • Only a small minority of respondents try to hide using their smartphones while shopping in-store. The vast majority of respondents said they searched via mobile in-store because it helped them in trying to decide whether to buy something or because it made them a smarter shopper (88 percent of Gen Y; 89 percent of Gen X; 87 percent of Young Boomers; 85 percent of Older Boomers & Seniors).
     
  • Respondents across all age groups said they were willing to stop moving forward with a purchase based on new information they discovered via their smartphone while shopping in-store (65 percent of Gen Y; 62 percent of Gen X; 45 percent of Young Boomers; 37 percent of Older Boomers & Seniors).
     
  • Of those who said they decided not to buy something based on new information discovered, the most common reason was because they found a better price online (47 percent of Gen Y; 46 percent of Gen X; 41 percent of Young Boomers; 41 percent of Older Boomers & Seniors), followed by product reviews and better prices at a nearby store.
     
  • Gen Y respondents are much more likely than Older Boomer & Senior respondents to have ever "checked-in" at a local business or shared their location with others via their smartphone (60 percent vs. 30 percent). They shared their location to benefit from an offer or deal (71 percent of Gen Y; 68 percent of Gen X; 64 percent of Young Boomers; 62 percent of Older Boomers & Seniors) and gain loyalty points or rewards (67 percent of Gen Y; 64 percent of Gen X; 65 percent of Young Boomers; 62 percent of Older Boomers & Seniors).
     
  • Nearly half (49 percent) of all respondents said they have agreed to receive offers, loyalty points, content or other rewards via text messages in exchange for incentives (Gen Y 52 percent, Gen X 55 percent, Young Boomers 43 percent, and Older Boomers & Seniors 37 percent).