Millennials Prefer Online Shopping, While Gen Xers Opt for TV Home Shopping

Wilton Vinck

(Image: Kobiz Media)

(Image: Kobiz Media)

SEOUL, July 18 (Korea Bizwire)South Korean millennials used online shopping portals more than any other generation while members of Generation X were the most prolific users of TV home shopping for the past three years, a survey showed Sunday.

The Korea Information Society Development Institute (KISDI) conducted a survey of the 4,171 households (10,154 persons) who participated in the Korea media panel survey.

The survey showed that Gen Xers recorded the highest TV home shopping usage rate among all age groups over the past three years.

In contrast, millennials showed the highest online shopping usage rate, estimated at 91.5 percent in 2019, 92.1 percent in 2020 and 98 percent last year.

Most generations collected information through portal searches before making purchase decisions.

Baby boomers, however, saw the ratio of information acquisition through acquaintance recommendations reach 36.3 percent, higher than portal searches (35.7 percent).

In stark contrast, millennials recorded a mere 4.8 percent in the ratio of information acquisition through acquaintance recommendations.

In the meantime, the share of those who acquired purchase information through social media or blogs among Generation Z was about 54 times higher than that of the baby boomer generation.

“Variations in the use of e-commerce and mail-order sales by generation stem from differences in levels of digital literacy and the degree of familiarity with information transmission channels,” said Noh Hee-yong, an associate research fellow at the KISDI.

Ashley Song ([email protected])

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