Japan’s elderly embrace smartphones and e-commerce

More senior citizens in Japan are using smartphones and testing the water with online shopping, according to new research by IPG Mediabrands.

The firm looked into the digital habits of 2,400 Internet users in the Kanto and Kansai areas over three days in November 2016 and found that 28% of respondents aged between 70 and 74 now own a smartphone, compared to only 17% in 2015.

The uptick in smartphone ownership among seniors has led more to try online shopping, with the study finding that 55% of men and 38% of women said they were now interested in buying goods online.

The research showed Rakuten proved to be the most popular e-commerce website among the 70 to 74 age group, although Amazon was the most popular site on average overall.