U.S. generations: impact of terms on likelihood to make a purchase online 2014

This statistic presents several factors influencing buyers to purchase items online instead of in person, sorted by generation. During a June 2014 survey, it was found that 81 percent of Generation X respondents were more likely to shop online when offered free shipping.

How would each of the following impact your likelihood to make a purchase online, as opposed to in person?

MillennialsGeneration XBaby BoomersMatures
Free shipping79%81%83%81%
Free postage for sending in returns/exchanges67%71%73%72%
Opportunity to make returns/exchanges at a brick and mortar store52%59%56%50%
Returns only free if bought in-person to a brick and mortar store which is not available to you locally19%18%14%13%
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Release date

July 2014


United States

Survey time period

June 11 to June 16, 2014

Number of respondents

2,241 respondents

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

Values may not add up to 100 percent due to rounding.

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