How Does Your Audience Buy Online So You Know How to Connect With Them Better.

With a growing number of people using social media to research products or services instead of platforms like Google. The best thing we can do as business owners is to understand who and why they do this so you can market more effectively to them, once you know how and where to have your marketing visible.

Introduction

I’ve been curious about the different generational groups and how they use search engines to find what they’re looking for online. In particular how they research, buy or book online in 2024, and if this will change going into 2025.

Each group has grown up with various challenges, influences and lifestyles that has impacted how they use the internet, and purchase products and services. Some groups look at products as essential, while other groups value high-quality long-lasting items that they know in the long run will save them money.

In the first half of 2024, eCommerce spending in Australia reached approximately AUD $35 billion according to Rablio, marking a 12 per cent increase compared to the same period in 2023. Each generation attributed to, some by making small but frequent purchases while others made larger but essential purchases to justify the price.

Understand how the different generations buy online, and how your audience book, buy and subscribe via your website.

Australians use their smart mobile devices to accomplish the many tasks on their to-do lists in the most convenient way possible. Australians use smartphones for searching, social media and messaging apps for an average of three hours each day for play, work, and interact with friends and family.

Other uses of smartphones include taking photos, digital payments and money transfers, checking news and weather, tracking health and fitness, and gaming. Mobile phones used for entertainment, such as watching live TV (45%) and streaming.

Let’s have a look at each generation’s values and spending habits further:

Gen Z Shopping Habits

Gen Z’s Born 1997 – 2012 (12-27 yo)

• They’re values-based shoppers who look for brands that show authenticity and inclusivity,
• They’re more likely to purchase from a brand that is sustainable, socially proactive and responsible,
• They look for ease and convenience while shopping,
• They research brands using social media (mainly TikTok) before making a purchase,
• They’re risk-averse and don’t like to use credit cards, so they’ll only purchase if they have the money in their debit account.

Millennial Shopping Habits

Millennials Born 1981 – 1996 (28-43 yo)

• They like to shop from local, Australian brands,
• They’re the biggest spenders having spent a total of $22.1 billion in 2023 on online shopping alone,
• Millennials prioritise convenience, a personalised experience and look for previous shopper reviews,
• They value convenience so fast delivery, instant gratification from purchases and a hassle-free experience are important to them,
• Millennials prefer to shop from their mobiles, using both mobile-friendly websites, and social media feeds like Instagram, Facebook and Pinterest.

Gen X Shopping Habits

Gen X’s Born 1965 – 1980 (44 – 59 yo)

• Gen X are our latch-key gen who value stability, and therefore buy from non-political brands,
• They discover new brands while shopping in-store, Google search, TV ads, and lastly social media ads,
• Two-thirds purchase online using their mobile device, instead of computer or tablet, but 78% still prefer to make a purchase in-person,
• They trust the people and brands they follow and usually make a purchase within 3-months,
• And Gen X will always choose quality over price, even when the economy is shaky.

Baby Boomer Shopping Habits

Baby Boomer’s Born 1946 – 1964 (60 – 78 yo)

• Baby Boomers (or Boomers) value transparency when making a purchase,
• They want VIP treatment, exclusive offers, loyalty programs, discounts and personalisation,
• When they shop they generally have one of the highest average basket sizes for online purchases ($110 per order vs Millennials’ $98),
• They may be resistant to change but they spend 2 hours more on the internet than Gen Z,
• Their preferred social media platforms are Facebook, Instagram and TikTok,
• They’re an the most loyal demographic to a brand or business.

What can you do to connect with your audience?

Perhaps if your audience is 60+ you could add a loyalty program to your business, or send them a discount code on their birthday. Boomers love to feel like a VIP and they’ll be your biggest cheerleader and loyal customer if you make them feel special.

Or if your audience is Gen Z, you could donate or partner with a business that offsets your business’s carbon emissions, or take it a step further and get BCorp certified, use recyclable materials or ensure your packaging is compostable or made from plant-based materials. They look for sustainable responsible brands. This is how to create loyalty with them.

What are you going to add to your client/ customer experience and increase trust and loyalty for your business?

Conclusion

When looking at the brand your creating think about how you can adapt it to your ideal audience now that you know how they shop online. Learn what they like and how you can tweek and adapt your brand to them.

Perhaps you could add a loyalty program to your business or send them a discount code on their birthday. Or perhaps partner with a business that offsets your businesses carbon emissions by planting trees so your audience feels good when they purchase from you. You could even take it a step further and get BCorp certified. This will show your audience that your business is not just community-focused but the entire supply chain considers its impact on the planet, implements ethical practices and supports the community.

I should mention that although I’m a millennial and identify with some of their characteristics, I also identify with Gen Z as I’m a few years away from that category. This might be similar for your audience too, so if they’re close to another age range consider if there is any overlap in identities and cater to their values and influence also.