Silver surfers show their online confidence: research

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Britain’s tech savvy senior citizens are powering ahead when it comes to confident online shopping, new research suggests.


Next generation payment company Kalixa Group found that 58% of 66-88 year olds shop online, almost as much as the national average of 59%, while 34.5% of 66-88 year olds are confident in the security of shopping online, well ahead of the national average of 29%.

Ed Chandler, chief executive of Kalixa, said: “The smart shopper will want to avoid the queues and cold weather that’s forecast this Christmas and there’s no better way to do this than shopping online. It can take away a lot of the seasonal stress and leads to a more relaxing and enjoyable festive holiday.

“The extent to which our senior citizens have embraced the digital shopping revolution is quite breath-taking, not just in terms of numbers, but in terms of the sheer confidence they have in shopping online. It’s important that retailers grasp what this means. Armed with this knowledge about the silver surfers, I’d expect retailers targeting older generations to make sure browsing and buying online is optimised. If they don’t, they are missing out on engaging with one of the most net savvy demographics.”

A copy of the Payment Generation Gap report can be downloaded at www.kalixa.com/download.

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