{"id":14049,"date":"2020-11-11T11:53:21","date_gmt":"2020-11-11T10:53:21","guid":{"rendered":"https:\/\/inboundcph.dk\/aeldre-og-online-shopping\/"},"modified":"2024-04-25T07:32:34","modified_gmt":"2024-04-25T06:32:34","slug":"aldre-och-shopping-paa-natet","status":"publish","type":"post","link":"https:\/\/inboundcph.dk\/sv\/aeldre-og-online-shopping\/","title":{"rendered":"65-89-\u00e5ringar \u00e4lskar e-handel"},"content":{"rendered":"<h2>Hur mycket \u00e4ldre m\u00e4nniskor handlar p\u00e5 n\u00e4tet<\/h2>\n<p>Det har g\u00e5tt ett antal \u00e5r sedan e-handel blev en del av vardagen i Danmark. Under m\u00e5nga \u00e5r var det mer eller mindre reserverat f\u00f6r dem som f\u00f6ljde med i tekniken och var snabba p\u00e5 att anpassa sig till den digitala v\u00e4rlden. Den tiden \u00e4r f\u00f6rbi. V\u00e5ra \u00e4ldre medborgare n\u00f6jer sig inte l\u00e4ngre med att handla p\u00e5 ett mer traditionellt s\u00e4tt - de vill handla p\u00e5 n\u00e4tet.<\/p>\n<p>Enligt nya siffror fr\u00e5n Danmarks Statistik \u00e4r den st\u00f6rsta \u00f6kningen av antalet e-handlare i \u00e5ldersgruppen 75-89 \u00e5r, d\u00e4r 65 % fler e-handlade 2020 j\u00e4mf\u00f6rt med 2016. Den n\u00e4st st\u00f6rsta \u00f6kningen sker i \u00e5ldersgruppen 65-74 \u00e5r, d\u00e4r andelen e-handlare har \u00f6kat med 25 %:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-7825\" src=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/online-shopping1-2.png\" alt=\"\" width=\"940\" height=\"506\" \/><\/p>\n<p>K\u00e4lla: <a href=\"https:\/\/www.statistikbanken.dk\/bebrit07\">www.statistikbanken.dk\/bebrit07<\/a>.<\/p>\n<p>S\u00e5 den bild du kanske har av dina far- och morf\u00f6r\u00e4ldrar med en Nokia 3310 i handen kan beh\u00f6va uppdateras. Onlineshopping \u00e4r inte l\u00e4ngre bara f\u00f6r den yngre generationen. Den \u00e4ldre generationen h\u00e5ller p\u00e5 att l\u00e4ra sig hur enkelt det \u00e4r att handla p\u00e5 n\u00e4tet och de m\u00e5nga f\u00f6rdelar som f\u00f6ljer med det.<\/p>\n<h2>E-handel under COVID-19<\/h2>\n<p>Covid-19 har uppenbarligen p\u00e5verkat danskarnas n\u00e4thandel, och m\u00e5nga fysiska butiker har f\u00e5tt se sina int\u00e4kter minska eller tvingats st\u00e4nga tillf\u00e4lligt eller permanent. Som ett resultat av detta har kunder i alla \u00e5ldrar varit tvungna att bekanta sig med online-shopping.<\/p>\n<p>\u00c4ldre m\u00e4nniskor kommer sannolikt att forts\u00e4tta att handla mer p\u00e5 n\u00e4tet av tv\u00e5 enkla sk\u00e4l: det \u00e4r enkelt och bekv\u00e4mt att handla p\u00e5 n\u00e4tet och det minskar risken f\u00f6r att uts\u00e4ttas f\u00f6r covid-19 och andra infektionssjukdomar.<\/p>\n<p>Allt annat lika kan man s\u00e4ga att \u00e4ldre m\u00e4nniskor spenderar mer pengar p\u00e5 n\u00e4tet \u00e4n n\u00e5gonsin tidigare. D\u00e4rf\u00f6r \u00e4r det naturligtvis ocks\u00e5 intressant att titta p\u00e5 vad de l\u00e4gger mest pengar p\u00e5 online. Detta kan ses i f\u00f6ljande data fr\u00e5n Danmarks Statistik, som visar att i \u00e5ldersgruppen 60-74 \u00e5r:<\/p>\n<ul>\n<li>47 % k\u00f6pte kl\u00e4der, sport- och fritidsutrustning p\u00e5 n\u00e4tet under det senaste \u00e5ret<\/li>\n<li>37 % k\u00f6pte m\u00f6bler och hush\u00e5llsartiklar p\u00e5 n\u00e4tet under det senaste \u00e5ret<\/li>\n<li>29 % k\u00f6pte mediciner online under det senaste \u00e5ret<\/li>\n<li>25 % k\u00f6pte b\u00f6cker och tidningar p\u00e5 n\u00e4tet under det senaste \u00e5ret<\/li>\n<li>23 % k\u00f6pte mat p\u00e5 n\u00e4tet under det senaste \u00e5ret<\/li>\n<li>14 % handlade livsmedel p\u00e5 n\u00e4tet under det senaste \u00e5ret<\/li>\n<li>9 % k\u00f6pte musik och filmer p\u00e5 n\u00e4tet under det senaste \u00e5ret.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7827\" src=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/online-shopping2-2.png\" alt=\"\" width=\"940\" height=\"150\" \/><\/p>\n<h2>\u00d6nskan att k\u00f6pa \u00f6kar<\/h2>\n<p>Efter att fler danskar valt att f\u00e5 sin frysta semesterers\u00e4ttning utbetald steg konsumentf\u00f6rtroendet igen. Konsumentf\u00f6rtroendet \u00e4r ett uttryck f\u00f6r befolkningens syn p\u00e5 den nuvarande och framtida ekonomiska situationen. I september var det minus 7,5 medan det i oktober var minus 6,2.<\/p>\n<p>Denna blygsamma \u00f6kning \u00e4r ett bevis p\u00e5 att den danska befolkningens k\u00f6plust \u00f6kar, vilket \u00e4r goda nyheter f\u00f6r f\u00f6retagare i hela landet:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7826\" src=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/online-shopping3-2.png\" alt=\"\" width=\"940\" height=\"531\" \/><\/p>\n<p>K\u00e4lla: <a href=\"https:\/\/www.statistikbanken.dk\/forv1\">www.statistikbanken.dk\/forv1<\/a>.<\/p>\n<h2>Utnyttja denna kunskap<\/h2>\n<p>Som marknadsf\u00f6rare \u00e4r det viktigt att h\u00e5lla fingret p\u00e5 samh\u00e4llets puls. N\u00e4r den \u00e4ldre generationen i allt h\u00f6gre grad anv\u00e4nder e-handel och konsumenternas f\u00f6rtroende \u00f6kar, m\u00e5ste du anv\u00e4nda denna kunskap f\u00f6r att utv\u00e4rdera dina marknadsf\u00f6ringsinsatser.<\/p>\n<p>Hur kan du rikta din marknadsf\u00f6ring f\u00f6r att \u00e4ven n\u00e5 m\u00e5lgruppen +65 och vilka produkter \u00e4r de ute efter? Det h\u00e4r kr\u00e4ver att du tar ett steg tillbaka och tittar p\u00e5 de omedelbara m\u00f6jligheter du har att n\u00e5 den \u00e4ldre m\u00e5lgruppen. <strong>H\u00e4r \u00e4r n\u00e5gra exempel:<\/strong><\/p>\n<h3>SEO<\/h3>\n<p>Det kanske inte \u00e4r s\u00e5 konstigt, men det \u00e4r ofta skillnad p\u00e5 hur en 18-\u00e5ring och en 65-\u00e5ring beter sig p\u00e5 Google. D\u00e4rf\u00f6r \u00e4r det en god id\u00e9 att unders\u00f6ka m\u00f6jligheterna att arbeta med de s\u00f6kord som den \u00e4ldre generationen anv\u00e4nder s\u00e5 att ni ocks\u00e5 dyker upp i s\u00f6kresultaten n\u00e4r de letar efter det ni erbjuder.<\/p>\n<p>Du kan l\u00e4sa mer om hur du hittar nyckelord i v\u00e5rt inl\u00e4gg om <a href=\"\/sv\/viden\/analys-av-partikelstorlek\/\">S\u00f6kordsanalys<\/a>. Tyv\u00e4rr finns det inga verktyg som kan ge tillf\u00f6rlitlig information om \u00e5ldersdemografisk anv\u00e4ndning av s\u00f6kord. D\u00e4rf\u00f6r \u00e4r min rekommendation att du kartl\u00e4gger s\u00f6kord inom \u00e4mnesomr\u00e5den och produktomr\u00e5den som du vet tilltalar en \u00e4ldre m\u00e5lgrupp.<\/p>\n<p>Det kommer sannolikt att finnas omr\u00e5den som tilltalar b\u00e5de en yngre och en \u00e4ldre m\u00e5lgrupp. I s\u00e5 fall kan du v\u00e4lja att begr\u00e4nsa analysen genom att endast analysera produktrelaterade s\u00f6kord som inneh\u00e5ller exempelvis \"f\u00f6r \u00e4ldre\". Det kan vara en f\u00f6rdel om du har en begr\u00e4nsad SEO-budget och vill fokusera dina insatser. Det \u00e4r dock oftast l\u00e4mpligare att rikta in sig p\u00e5 breda s\u00f6kord, eftersom man vet att de anv\u00e4nds av olika m\u00e5lgrupper.<\/p>\n<h3>Google-Ads<\/h3>\n<p>S\u00f6kordsanalysen fr\u00e5n dina SEO-insatser kan anv\u00e4ndas som grund f\u00f6r dina Google Ads-annonser. M\u00e5lgrupper, annonser och s\u00e4ljbudskap i Google Ads kan anpassas till de s\u00f6kord som du har identifierat i s\u00f6kordsanalysen.<\/p>\n<p>Din demografiska inriktning i <a href=\"https:\/\/inboundcph.dk\/sv\/viden\/google-ads-kurs\/\">Google-Ads<\/a> \u00e4r en punkt som du b\u00f6r vara s\u00e4rskilt uppm\u00e4rksam p\u00e5, eftersom du felaktigt kan utesluta det gr\u00e5 guldet om du inte \u00e4r medveten om att de kan vara en del av din m\u00e5lgrupp.<\/p>\n<h3>K\u00e4nn dig inte f\u00f6r s\u00e4ker!<\/h3>\n<p>Kanske har din m\u00e5lgrupp alltid varit de k\u00f6pvilliga +65-\u00e5ringarna som lojalt \u00e5terv\u00e4nder till din fysiska butik. Du har positionerat ditt f\u00f6retag p\u00e5 marknaden genom \u00e5ren och k\u00e4nner d\u00e4rf\u00f6r att kunderna \u00e4r lojala mot ditt f\u00f6retag. <strong>Det \u00e4r inte n\u00f6dv\u00e4ndigtvis sant<\/strong> - Statistiken visar att den traditionella m\u00e5lgruppen inte l\u00e4ngre n\u00f6jer sig med att k\u00f6pa sina produkter fysiskt.<\/p>\n<p>\u00c4ldre m\u00e4nniskor unders\u00f6ker marknaden p\u00e5 n\u00e4tet och j\u00e4mf\u00f6r b\u00e5de produkter och priser. Det inneb\u00e4r att din m\u00e5lgrupp kanske inte \u00e4r s\u00e5 lojal som du kanske tror. Tekniken har blivit en del av deras vardag, och om ditt f\u00f6retag inte h\u00e4nger med i utvecklingen riskerar du att f\u00f6rlora kunder till dina konkurrenter \u00f6ver tid.<\/p>","protected":false},"excerpt":{"rendered":"<p>S\u00e5 meget handler de \u00e6ldre online Det er efterh\u00e5nden en del \u00e5r siden, at e-handel blev en del af danskernes hverdag. I mange \u00e5r har det v\u00e6ret mere eller mindre forbeholdt den del af befolkningen, som har fulgt teknologien og v\u00e6ret hurtige til at tilpasse sig den digitale verden. Den tid er slut. Vores \u00e6ldre [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":15529,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[82],"tags":[],"class_list":["post-14049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nyheder_cat"],"acf":{"form":false,"post_short_description":"E-handel er blevet en naturlig del af de 65-89-\u00e5riges hverdag, viser en unders\u00f8gelse foretaget af Danmarks Statistik. Det betyder, at vaner \u00e6ndres, og det samme b\u00f8r din marketingplan muligvis ogs\u00e5, hvis den \u00e6ldre generation er en del af din virksomheds m\u00e5lgruppe. L\u00e6s mere herunder.","post_authors":[13283],"post_contact_section":{"post_contact_section_employee":13364,"post_contact_section_title":"Kom i dialog med os","post_contact_section_text":"Vi forst\u00e5r, at det kan v\u00e6re en stor beslutning at v\u00e6lge et bureau. Men h\u00e5nden p\u00e5 hjertet \u2013 var vi dig, s\u00e5 havde vi valgt os selv. Vores kunder kalder os Danmarks \u00e6rligste og mest n\u00e6rv\u00e6rende bureau \u2013 og hos os finder du specialister, der mestrer strategi og digital marketing. M\u00e5ske er vi ogs\u00e5 det helt rigtige bureau for dig? Kontakt os & find ud af det."}},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>75-89 \u00e5rige er vilde med e-handel \u2013 InboundCPH<\/title>\n<meta name=\"description\" content=\"Flere personer i aldersgruppen 65-89 \u00e5r handler online end nogensinde f\u00f8r, og det har betydning for din virksomhed og din marketingindsats.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inboundcph.dk\/sv\/aldre-och-shopping-paa-natet\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"65-89-\u00e5rige er vilde med e\u2011handel\" \/>\n<meta property=\"og:description\" content=\"Flere personer i aldersgruppen 65-89 \u00e5r handler online end nogensinde 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