Baby Boomers more likely to buy wine online than Millennials – research (Excerpt)
Source: Just-Drinks
By Lucy Britner
18 January 2017
Consumers born between 1946 and 1965 are more inclined to buy wine online than their younger peers, according to new research.
KPMG’s 2017 Global Online Consumer Report analysed shopping preferences and behaviours of about 18,000 consumers in 51 markets, by geography, generation and product category. The study found that in the next 12 months, 12.6% of Millennials say they will likely buy wine online, compared to 19.2% of Generation Xers and 22.4% of Baby Boomers.
On average, older shoppers also spend more per transaction than both Millennials and Generation X consumers.