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Changes of Online Shopping Among the Elderly During the Corona-19 Pandemic

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Hanna Gendel Guterman

    (Ariel University)

  • Idit Sohlberg

    (Ariel University)

  • Shalom Levy

    (Ariel University)

Abstract

The elderly is an important segment for the business industry. More elderly now shops online than ever before. There is scant previous research that explores this group according to subgroupings of age, and the published studies typically included a limited range of products and services. This research aims to close this gap by segregating respondents into three groups according to age: 55–64, 65–74 and 75+ years. Furthermore, a second aim is to find the effects of the COVID-19 pandemic on Web activities for these subgroups. The data was based on two surveys of the same 328 identified respondents, before and during the pandemic. The results show that on-line shopping diminished mainly in the oldest age group, about 70–75 years, but remained the same in regard to on-line banking activities. Surprisingly, during the pandemic, there was a reduction of on-line shopping, chiefly among the youngest group. However, the elderly increased their on-line activity in one area: shopping for food. Notably, the pandemic produced weaker effects on on-line shopping in the oldest group.

Suggested Citation

  • Hanna Gendel Guterman & Idit Sohlberg & Shalom Levy, 2023. "Changes of Online Shopping Among the Elderly During the Corona-19 Pandemic," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Katrijn Gielens (ed.), Advances in National Brand and Private Label Marketing, pages 142-150, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-32894-7_16
    DOI: 10.1007/978-3-031-32894-7_16
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