Another view of older consumers and catalog shopping

Abstract

This article presents the results of a study of older consumers in which catalog users were compared with catalog nonusers. Using a national sample of over 700 older men and women, catalog users and nonusers were compared on an array of psychographic, activity, and media-usage variables. Differences between catalog users and nonusers were evident in all three areas. Compared to catalog nonusers, catalog users were found to be more venturesome, more fashion-conscious, more open to change, and more socially engaged. In addition to these psychographic differences, a number of significant differences in the areas of lifestyle activities and media usage were found relative to potential advertising strategy. Finally, several interesting parallels between this study and previous studies of older consumers are discussed.