||Local hoppers(20–50 years)
||Digital browsers (50–80 years)
- They are in employment and may or may not have children.
- They lack time more than money.
- Efficiency is the priority in day-to-day life.
- Transactions/purchases are made between other tasks (en route).
- They are also happy to pay a little more for a convenient service.
- Retired: they lack money more than time.
- They enjoy browsing, researching and comparing.
- They are price-sensitive and critical.
- They value personal contact when making a purchase. The ‘young world’ is often too fast and hectic for them.
- They feel like they would get in the way of others.
- They may have restricted mobility.
- They have learnt to use online ordering in their own way.
|Opinion on online shopping
- Missed deliveries mean rushing to a collection point.
- Packaging waste results in overflowing bins.
- Handling of personal data is considered unsatisfactory.
- Lack of sustainability: See increased CO2 production from transportation as a problem.
- Increasingly recognise insufficiently social and fair working conditions.
- You can browse in peace and compare offers.
- Prices are often cheaper.
- Detailed descriptions and customer reviews are often available.
- There’s a feeling of more discretion.
||The younger generation often find online shopping less convenient and more time-consuming than ‘just going to the shop’. There is only a convincing argument for online shopping from a particular amount and with certain savings.
||The older generation often consider online shopping to be more relaxed than having to go to the shops. Browsing online and researching in peace from home is an enjoyable activity for them. They are tempted by savings.
|Neither generation considers a pressing need to buy an item online for immediate use to be realistic.