Baby Boomers are more likely to use their smartphones to compare prices while shopping than their younger counterparts.
Statistics from retail technology group Omnico revealed that 50% of 55-59 year olds have used their smartphones to find the best prices while shopping in-store – otherwise known as “showrooming”.
Meanwhile, only 37% of 18-24 year olds are likely to see products in-store then browse on mobile devices to buy online.
Omnico stated that 47% of all smartphone owners use their devices to compare prices on other retailers’ websites while shopping.
The survey of 2,007 UK adults also revealed that millennials born between 1980 and 2000 are more likely to shop using loyalty programmes, including vouchers and mobile loyalty schemes, with one-third of 18-24-year-olds claiming it makes them more likely to shop with a retailer.
As the population ages, the trend for loyalty programmes falls, before rising again to 25% of Baby Boomers.
“Some people may be surprised to see generation Y – the smartphone generation – as less savvy than their parents and grandparents when it comes to shopping for offers whilst on the go,” said Steve Thomas, CTO of Omnico Group. “Instead, we’re seeing younger people being drawn in by mobile loyalty schemes, rather than offers.”
Thomas said retailers and brands need to attract the Y generation with intuitive mobile applications and offers to sustain customer loyalty.
“Clearly, to appeal to shoppers across the spectrum, retailers need a blend of loyalty schemes, offers and other promotions. It’s critical that these work as natively in a mobile environment as they do via a laptop or in-store and should be part of an omni-channel retail strategy,” added Thomas.