Discovery to Delivery: How Are Aussies Shopping Across the Generations? — Baby Boomers (1946–1964)

Executive Summary

• Quality and simplicity first. Boomers prioritize trusted retailers, clear information, and reliable, free delivery.
• Weekly shopping is steady. About a quarter shop online weekly.
• Returns policies matter. Free returns strongly influence retailer choice.
• Limited AI appetite. Most do not use AI day to day and few like the idea of agentic commerce.
• Delivery certainty over speed. Strong preference for dependable delivery vs faster options.

Top Stats Unboxed

• Weekly online shop: 23% shop online weekly.
• Emerging priority: 80% agree product quality is most important.
• Delivery trend: 57% say free returns strongly influence where they shop.
• AI stance: 59% are not using AI; only 7% like the idea of agentic commerce.
• Certainty vs speed: 87% value delivery certainty much higher than speed; 13% prioritize speed.

What These Signals Mean

• Trust anchors spend. Recognized retailers, clear product details, and transparent policies win.
• Post purchase = pre purchase. Free, reliable delivery and returns shape retailer selection before checkout.
• Low AI tolerance. Keep experiences simple, optionalize AI assistance, and emphasize privacy/security.