Brands make online shopping easier for elderly demographics
Trend - For senior demographics, modern technology can be more challenging to navigate. To change this, some online retailers are prioritizing senior demographics--both in the products they offer and in how their platforms are designed.
Insight - Despite the relatively widespread access of smartphones and connectivity in North America, elderly demographics who weren't raised with these technologies have found adapting to them more challenging. This creates barriers for seniors, while also preventing brands from reaching this untapped market. The shift towards education and accessibility in e-commerce is aiming to bridge this gap.
Insight - Despite the relatively widespread access of smartphones and connectivity in North America, elderly demographics who weren't raised with these technologies have found adapting to them more challenging. This creates barriers for seniors, while also preventing brands from reaching this untapped market. The shift towards education and accessibility in e-commerce is aiming to bridge this gap.
Workshop Question - How could your brand prioritize accessibility in its product design?
Trend Themes
-
E-commerce for Seniors — With seniors being a relatively untapped market for online retailers due to technology challenges, e-commerce sites are prioritizing senior demographics through targeted products and designs.
-
Boomer-focused Products and Services — The wealthiest generation of consumers, boomers are becoming increasingly targeted for youth-based products, services, and campaigns such as online grocery delivery and fashion marketplaces.
-
E-commerce Education for the Elderly — As many senior citizens struggle with technology and e-commerce, companies are launching service centers and 'elderly modes' to accommodate more intuitive navigation and offer user-friendly features.
Industry Implications
-
E-commerce — The e-commerce industry is embracing new innovations to target seniors, as seen with accessible platforms, boomer-specific shopping sites and education, and elderly modes for better navigation and features.
-
Grocery and Food Delivery — Given the ongoing health risks of the coronavirus pandemic, elderly consumers are continuing to rely on online grocery delivery services, which are increasingly targeted to their age-specific needs.
-
Fashion Retail — As seniors seek fashionable and functional clothing, niche fashion marketplaces like VNV are growing in popularity, with forward-thinking organizations providing modern, easy-to-wear clothing options for this market.
