Senior Citizens' E-commerce Transactions Continue to Rise, Outpacing Gen Z and Millennials
Supported By
- A Small Font
- A Medium Font
- A Bigger Font
The number of e-commerce transactions conducted by older consumers continues to increase compared to the Gen Z and Millennial age groups.
This is evident from a survey report resulting from a collaboration between Kredivo and the Katadata Insight Center (KIC), titled *Indonesian E-commerce Consumer Behavior 2023: Economic Recovery and Post-Pandemic Shopping Trends*.
Consumers aged 26-35, or Millennials, were still the largest contributors to the proportion of e-commerce transactions throughout 2022, reaching 46.2%. However, the trend has been declining over the past two years.
Similarly, consumers aged 18-25, or Gen Z, were the second largest contributors to the proportion of e-commerce transactions last year. However, the trend in the proportion of transactions in this age group decreased from 2020-2022.
On the other hand, the proportion of e-commerce transactions in the 36-45 and 46-55 age groups has tended to increase over the past two years. The proportion of e-commerce transactions for these two age groups increased compared to 2021, reaching 23.5% and 6.3% respectively in 2022.
“This shows that older generations are increasingly adapting to the internet and using e-commerce as a shopping destination,” said the Kredivo and KIC team in their report.
According to Kredivo and KIC, this is also influenced by the shift of consumers to older age groups, coinciding with the presence of e-commerce in Indonesia, which has reached a decade.
Kredivo and KIC conducted this survey using a sample of 22 million transactions from 2.2 million Kredivo users spread across 34 Indonesian provinces, using a bottom-up approach based on primary data.
The surveyed Kredivo users were aged between 18 and >55 years old, with the criteria of having made online transactions in the January-December 2022 period on the marketplaces Blibli, Bukalapak, JD.ID, Lazada, Shopee, and Tokopedia.
Respondents were most concentrated on Java Island, especially West Java (35.4%), DKI Jakarta (19.8%), Banten (12%), and East Java (11.1%). The combined proportion of respondents from other provinces reached 21.5%.
More than half, or 53.4%, of respondents were married, while 43.6% were single, and 3% had other statuses. The complete report on this survey can be accessed and downloaded via the following link.
"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."
Related Data
Latest Data Stories
