thE DIgItAL coNSumER When consumers are online, the difference between browsing and purchasing is represented by a line so fine that it often takes critical analyzing to define it. In the recent Global Nielsen Survey of E-Commerce, global online browsing and buying intentions of consumers were recorded. Age matters The survey also found that age plays a factor with respect to online and mobile behaviour among users. Global average percent of the population ranges that make up online purchase intendors (browse online vs buy online): Will Browse Online Browsing % COSmETICS 5-9% Buying % PERSONAl CARE 33 31 31 GROCERIES Will Buy Online 6-9% Product categories with consistent browse/buy rates: GeneratiOn Z (<20 Years) 29 49-59% 52-63% PET-RElATED PRODUCTS Millennials (21 - 34) 30 24 27 BABY SUPPlIES 21 GeneratiOn X (35 - 49) FlOWERS 23 25-28% 25-30% 20 20 7-13% 6-13% 1-3% 18 1-3% BaBy BOOMers (50 - 64) AlCOHOlIC DRINKS 20 17 silent GeneratiOn (65+) poLItIcAL vISIt On September 10, Canadian Retailer and the participants of our 2014 Executive Roundtable were pleased to welcome the Minster of Labour and Status of Women, the Hounourable Dr. Kellie Leitch. We thank Dr. Leitch very much for taking time out of her schedule to attend. For full coverage of the Canadian Retailer 2014 Executive Roundtable, see page 34. www.retailcouncil.org/cdnretailer fall 2014 | cANADIAN REtAILER | 7http://www.retailcouncil.org/cdnretailer