Changes of Online Shopping Among the Elderly During the Corona-19 Pandemic

Hanna Gendel Guterman (), Idit Sohlberg and Shalom Levy
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Hanna Gendel Guterman: Ariel University
Idit Sohlberg: Ariel University
Shalom Levy: Ariel University

A chapter in Advances in National Brand and Private Label Marketing, 2023, pp 142-150 from Springer

Abstract: Abstract The elderly is an important segment for the business industry. More elderly now shops online than ever before. There is scant previous research that explores this group according to subgroupings of age, and the published studies typically included a limited range of products and services. This research aims to close this gap by segregating respondents into three groups according to age: 55–64, 65–74 and 75+ years. Furthermore, a second aim is to find the effects of the COVID-19 pandemic on Web activities for these subgroups. The data was based on two surveys of the same 328 identified respondents, before and during the pandemic. The results show that on-line shopping diminished mainly in the oldest age group, about 70–75 years, but remained the same in regard to on-line banking activities. Surprisingly, during the pandemic, there was a reduction of on-line shopping, chiefly among the youngest group. However, the elderly increased their on-line activity in one area: shopping for food. Notably, the pandemic produced weaker effects on on-line shopping in the oldest group.

Keywords: Elderly group age; web shopping, Web banking activity, Corona-19 pandemic (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-32894-7_16

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DOI: 10.1007/978-3-031-32894-7_16

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