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Younger US Shoppers Use The Mobile Channel Differently Than Older Shoppers

ForecastView Document

June 25, 2014

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  • By Susan Wu

Why Read This Brief

Forrester recently released its mobile phone and tablet commerce forecast for the US, which illustrates the transition from the PC to smartphone and tablet online retail market. While the overall mobile buyer population is growing, younger shoppers are certainly spearheading most of this evolution. More importantly, however, there are fundamental differences between younger and older shoppers in the way they use their mobile devices to shop. A closer examination reveals several of these diverging behaviors among age groups.

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