Young people use modern technologies when shopping and make quick decisions.

Attitudes to shopping vary across generations. Compared to older people, young people are more familiar with the modern technologies of merchants and use them more often. They will also give more on the recommendation of friends and advertising. Older customers, on the other hand, compare prices more often and need detailed information about the product they are buying. This follows from a survey by the Ipsos agency for the consulting agency Acomware. 

Mobile e-shop applications, product QR code readers, product video presentations, voice searches or chatbots are just some of the technological innovations that sellers use to make shopping more pleasant and easier. A survey by the Ipsos agency for the consulting company Acomware confirmed the expected fact that technological innovations in the field of shopping are generally known mainly to younger shoppers aged 15 to 24. However, even shoppers a generation older are not behind in using some of them. In the phones of Czechs, we most often find mobile applications from sellers.

"I have mobile applications of two e-shops on my phone - from Mallu and Alza. I follow their prices and buy through them several times a year. Last time I bought Bluetooth headphones through the app. Previously, I also used a QR code reader," presented by Karel Procházka from Prague. More than a third of the youngest shoppers under the age of 24 have personally used the seller's mobile application at some point.

Sellers' mobile applications are also used by people in their sixties

What is quite surprising is that these applications are not alien even to the older generation. A quarter of Czechs aged 55+ used it at least once when purchasing goods. "When I was twenty, goods were not bought, but found. I vividly remember how there used to be queues of several hours for scarce goods, such as toilet paper. In today's age of the Internet, mobile phones, e-shops and couriers, shopping is incomparably faster and easier. Personally, I only use the mobile application of one e-shop, because I don't have a computer at home and I don't want to browse the seller's website on my phone screen." says Věra Novotná from Brno.

In addition to mobile applications, Czechs also use loyalty cards from mobile applications or scan product QR codes with their mobile phone when purchasing goods. Approximately one in two has already tried a product scanning device when shopping in a brick-and-mortar store. 

Seniors don't trust advertising that much

The survey also showed that young people want to know references and recommendations of friends when choosing goods. Advertising and information on the seller's website are also an inspiration before purchasing. In contrast, representatives of the older generation do not pay much attention to the advice of friends or advertising, they are more interested in product information and compare prices more often.

"They are often convinced to make a purchase decision by high-quality product descriptions and photos. They most often look for the necessary information in search engines. A total of 28 percent of shoppers over the age of 55 claim that Google or Seznam was their source of information, and a quarter used a product comparison tool. In the case of young people under the age of 24, only eight percent used the search engine and 15 percent of the respondents used the comparison tool." adds David Vurma, CEO of the consulting company Acomware, to the survey.

We prefer e-mail and phone when communicating

Even in the age of modern technology, sellers must not underestimate communication channels that are "outdated" for many. Buyers still prefer to handle, for example, questions regarding goods, orders or possible complaints by e-mail. Facebook, Instagram and other social networks are mainly used for communication by young people (39 %). A telephone line is still in demand, which is used by more than half of shoppers over the age of 55 and, quite surprisingly, by a third of people under the age of 24. The exchange of SMS messages is also very popular with the older generation.

A poorly handled e-shop upsets customers

When shopping online, customers are most upset by mandatory registration in the e-shop, insufficient or inconsistent information and product photos, and lengthy searches for the right goods on confusing websites. A big difference between generations is evident in the speed of purchasing decisions. "Two-thirds of young people make a purchase within an hour, in the case of older shoppers, only a quarter decide to buy this quickly. Older people are more prudent and most often buy within a day," reported by David Vurma.

MEDIA CONTACT

Kamil Gric

kamil.gric@acomware.cz

+420 737 289 527

ABOUT ACOMWARE

Acomware is a specialized consulting company for e-commerce and digital marketing. Since 2002, he has been helping companies achieve the best possible results in his environment. It increases sales, builds new brands or improves customer care. The company's services are used by retail chains, e-shops and manufacturing companies.

The Czech e-commerce scene is a home for Acomware, which it is actively trying to develop and cultivate. He participates in the development and implementation of new tools and technologies, trains experts and enthusiasts. On the website www.acomware.cz publishes unique research and studies. He is the organizer of the Performance 2020, Emailing 2020 conferences and the Eshopista discussion cycle.