January 7, 2009

How Online Seniors Purchase Products

Consumer Product Strategists Beware: The Growing Senior Population Is Already Researching And Buying Products Online

by Sally M. Cohen, Abe Garon

with Michelle de Lussanet, Laura Wiramihardja

Executive Summary (This is a document excerpt)

As vendors look forward to aging Boomers forming an expanded target market of tech-savvy senior citizens, now is the time to start seriously selling products and service to Seniors through the online channel. The majority of today's online Seniors research and purchase products and services online; while they may be insulated from others' opinions online when researching, their product preferences are diverse and their appetite for Internet access is increasing. The online behavior of today's Seniors provides consumer product strategists with fertile ground for the establishment of an effective and lasting online Senior strategy.

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