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Key Takeaways
Age reshapes what “value” means in online shopping. For older Americans, it is primarily about minimizing total cost and reducing purchase risk: of consumers aged 65+ prioritize the best overall price, look for free or low-cost shipping, and value easy, reliable returns. Among 18–24-year-olds, price still leads, but at a much lower , suggesting that younger shoppers are more willing to trade some savings for convenience or a better digital experience.
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