Generation Y tops the online shopping league

The so-called "Generation Y" of people born between 1980 und 1999 (also termed "millennials") buy the most DIY products online across Europe. Around seven per cent of their purchases are transacted via this channel, according to the Dutch marketing consultancy firm USP. Close behind them is the so-called "Generation X" (born between 1965 and 1980) with six per cent, while third place is occupied by the "baby boomers" (born between 1950 and 1965) with four per cent.
The "baby boomers" are ahead with regard to total sales figures
Since the "baby boomers" have the highest proportion of purchases in the DIY sector (bricks-and-mortar stores and online) of all, their four per cent equates to higher overall sales than in the case of the other two groups. The reason for this is that "baby boomers" have a greater knowledge of DIY than the other two generations, are more familiar with products and brands and have a bigger freely disposable income. In Germany and Great Britain, the percentage share of the "baby boomers" is higher than in the nine other countries surveyed.