Today, online consumers no longer choose a brand based on their age, but on the connection they establish with it, the level of commitment and the speed in making decisions. Traditional segmentation by age groups has lost weight in the face of these factors. A recent survey by Infobip, an omnichannel communications platform, conducted in collaboration with Retail Economics magazine, and which included 2,000 people of all generations in the United Kingdom, highlights the growing importance of hyper-personalization in e-commerce, driven in largely by artificial intelligence, regardless of the age of the consumer.
The study also notes that online shoppers tend to be more indulgent than those who prefer physical stores, and they also spend on average 25% more per year.
The new online consumer
The Infobip report also offers some interesting insights into generational preferences when it comes to engaging with brands. For example, baby boomers have shown a notable willingness to interact with chatbots, something that is more often associated with younger generations. In turn, generation Z, known for its closeness to digital, turns out to be less dependent on this environment than previously believed, while millennials and generation X share an interest in a deeper and more meaningful relationship with brands, beyond the purchase.
Only 7% of online businesses incorporate online chats despite the fact that no generational group has problems when communicating with it
Regarding social consumption habits, the study reveals that 40% of millennials and 38% of generation Z identify as social buyers, which means that they not only seek to purchase products, but also an authentic relationship with brands. . This behavior is not exclusive to younger generations, as 43% of Generation X also fit this profile. Likewise, half of baby boomers also consider themselves social shoppers, which breaks the myth that they are less adept at the digital world.
It is interesting to note that all generations prefer to interact with brands digitally, and are quite receptive to chatbots. 10% of baby boomers and 23% of generation X feel very comfortable with this form of communication. However, only 7% of online retailers take advantage of online chats, showing a failure to take advantage of this trend.
Finally, the study reaffirms that the focus on customer personalization is key to generating greater commitment, overcoming segmentation based solely on age or income. Artificial intelligence is facilitating the use of consumer data to segment more efficiently, based on individual preferences rather than demographic criteria, thus consolidating hyperpersonalization as a winning strategy.
