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Active, interested, quality-conscious: Generation 50+ is irreplaceable for consumption. This is the conclusion reached by the "Consumer Barometer 2016 - Europe" of Commerz Finanz GmbH from its study presenting the results of a survey of over 10 500 consumers in 13 European countries.
In the coming months, European consumers would like to invest primarily in leisure/travel (56 per cent) and digital equipment (52 per cent). This fits in with the hobbies of the over-50s, who like to relax in comfort after work. Europeans are also interested in home electrical appliances, at 39 per cent even more than in the previous year (2015: 36 per cent).
In the choice of shopping destinations, Europeans have different preferences according to country and age group. Generation 50+ continues to prefer high street retailers. When it comes to daily products such as food items, the Internet scarcely features for them, and the over-50s prefer to seek advice in store for larger purchases too. They only buy holidays (41 per cent) and leisure products (41 per cent) to a greater extent online.
In their leisure time, both over- and under-50s like to do the same: relax and spend time with their loved ones and on the nicer things in life. The under-50s are more active and spend more time out and about, while Generation 50+ spends more time - an average of 27 hours per week - watching television and surfing the Internet than younger people (21 hours 30 minutes). Great Britain, Belgium and France occupy "digital pole position".
In the coming months, European consumers would like to invest primarily in leisure/travel (56 per cent) and digital equipment (52 per cent). This fits in with the hobbies of the over-50s, who like to relax in comfort after work. Europeans are also interested in home electrical appliances, at 39 per cent even more than in the previous year (2015: 36 per cent).
In the choice of shopping destinations, Europeans have different preferences according to country and age group. Generation 50+ continues to prefer high street retailers. When it comes to daily products such as food items, the Internet scarcely features for them, and the over-50s prefer to seek advice in store for larger purchases too. They only buy holidays (41 per cent) and leisure products (41 per cent) to a greater extent online.
In their leisure time, both over- and under-50s like to do the same: relax and spend time with their loved ones and on the nicer things in life. The under-50s are more active and spend more time out and about, while Generation 50+ spends more time - an average of 27 hours per week - watching television and surfing the Internet than younger people (21 hours 30 minutes). Great Britain, Belgium and France occupy "digital pole position".
