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According to a survey on the usage rate of e-commerce shopping channels in South Korea in 2023, about ** percent of respondents stated that they used mobile shopping the most. Around half of the respondents in their fifties reported the same. E-commerce is a particularly important part of the South Korean shopping landscape, with most people actively using it. As the older generations in South Korea adopt technology more readily than before, online shopping has become an important part of the shopping experience.

Digital adoption

With mobile shopping being the most popular e-commerce shopping channel, it comes as no surprise that most of the older adults in South Korea have smartphones. Those who had smartphones also tended to use them. Only after the age of 85 years did the usage rate drop below ** percent. Convenience is the key to the hearts of South Korean consumers, and the older population also appreciates newer shopping technologies, such as smart pay.

Online shopping spending of active seniors

South Koreans in their fifties were especially more willing to spend money on themselves or leisure activities. In fact, people who actively engage in society and the economy even after reaching retirement age form the new consumer group of “active seniors”. These active seniors were found to have increased their online shopping spending compared to 2022.����