As holiday shopping season kicks into high gear, retailers who use apps and mobile responsive websites to reach more customers may benefit by making a concerted effort to reach older shoppers. According to Nielsen’s Mobile Measurement, 26 percent of the more than 100 million mobile shoppers are 55 and older, while an additional 40 percent are between the ages of 25 and 44. Those figures might surprise some retailers who are quick to associate mobile shopping with digital-native Millennials. Nielsen’s Fourth-Quarter 2014 Mobile Multicultural Insights report even noted that hispanics are more inclined to shop via mobile than non-hispanic, white smartphone owners. Retailers may also be interested to know that more and more shoppers are turning to apps instead of websites to do their shopping. Between the fourth quarter of 2013 and the fourth quarter of 2014, Nielsen reports that 101.4 million smartphone users accessed a shopping app. By the fourth quarter of 2015, that figure had risen to 109.9 million users.
