Social distancing and stay-at-home measures have upended the shopping habits of US consumers across generations, including older cohorts. In May 2020 data from CouponFollow, nearly half of US boomer internet users said they increased their digital spending since the coronavirus pandemic.
And while boomers typically lag in digital technology adoption compared with younger generations––preferring to only adopt digital tools that are clearly useful––the desire for interaction during the pandemic has motivated their increased digital usage, according to eMarketer principal analyst at Insider Intelligence Mark Dolliver.
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