Saccording to research carried out by ShopFullyan Italian tech company that connects 30 million online consumers to 250 thousand shops around them, post-pandemic digitalisation has involved the Italian population transversally, recording a significant increase also for the over 50 group, increasingly connected and digital. Approximately 45% of research respondents declare that their relationship with technology has changed following the pandemic. In particular, the use of smartphones, PCs or both has increased significantly.
The results of the survey highlighted how the ones who benefit from this greater use of technology are not primarily thee-commercebut rather searching online for product information and then making purchases in physical stores.
In fact, if 23% of over 50s declare that they have benefited more from smartphones or PCs to make online purchases, more than double, 48%, declare that they have used them to better prepare for purchases to be made in person.
Online shopping but not only
«For several years we at ShopFully have been at the forefront of the digitalisation of the retail world and we collaborate in Italy and around the world with over 700 companies. We are often asked if we are convinced that our country is ready for this kind of change and if it is digital transformation can be accepted by all consumers. This research demonstrates that not only is the country ready, but that in general all Italians are already welcoming innovation into their daily lives, even those segments of the population that we are used to considering as more reluctant to technological innovations – commented Marco Durante, VP Sales & Marketing Italy of ShopFully.
«The pandemic had the role of accelerating this process which had already been underway for some time, bringing all citizens to become increasingly familiar with digital technology and its potential. This is why we are witnessing a transformation path that will affect the entire retail sector, leading it to be more digital, transparent and sustainable. That is, ready to take on the challenges of the future”, concludes Durante.
The research also highlights the expectations of the over 50s for the store of the future. For 65% of respondents It is important to be able to know in advance which products you can find in the store and their prices. For 23%, however, it is desirable increase the possibility of making purchases from your smartphone and then picking them up in store or having them delivered to your home. Almost 20% ask for a greener large-scale retail trade with less waste.
What technology do senior consumers want?
Another research, commissioned to YouGov from Readily, digital subscription service that allows unlimited access to around 5,000 magazines via a single app, investigated how senior consumers’ digital habits have changed over the last two years or so.
60% of Italians over 60 confirmed that one’s lifestyle has become more digital in the months of lockdown. As? Increasing the use of video calls (34%), doing online shopping (28%), taking advantage of the vision of streaming movies (21%) and reading books, magazines and newspapers digitally (19%). Furthermore, in this age group, 63% of those interviewed believe that their lifestyle will continue to be increasingly digital.
Italian seniors vs foreign seniors
Comparing the responses of the Italian interviewees with those of the interviewees in other countries in which the survey was carried out, it is highlighted that those over sixty in the Bel Paese are by far those who have had the most “digitized” their habits. Then follow the Swedes with 48%, the British, the Dutch, the Australians, the Americans and the Germans.
«The pandemic has brought with it curiosity and knowledge about how the digital world can bring us closer to each other, optimize ours well being and make everyday life easier”, he commented Marie Sophie Von BIbra, head of growth at Readly for Italy.
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