Online Consumer Profile and Intergenerational Comparison in the Republic of Croatia

Over the past ten years, e-commerce has grown significantly. Its popularity spiked during and after the COVID-19 epidemic and influenced consumer behavior, primarily by directing attention toward digital channels. This study investigates the attributes of online consumers in the Republic of Croatia. It examines the key differences between Baby Boomers, Generation X, Millennials, and Generation Z to identify significant patterns and insights that can enhance current marketing tactics. The study compares data from 2017 and 2020 with data gathered in June 2023 from a representative sample of 1, 8 0 0 respondents in Croatia. Selfcompletion and web panel surveys combined with a stratified sample based on area and settlement size form the foundation of the methodological framework. The results show that the percentage of people who purchase online increased from <tex xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">$\mathbf{2 8. 5 \%}$</tex> in 2017 to 5 3 %} in 2023. The main considerations for internet shoppers of all ages are reduced costs, free shipping, and discounts. Also, preferences and habits differ by generation. Older generations are more cautious and take a more traditional approach, while younger generations prefer cutting-edge technologies and flexible payment options. The results have important implications for future studies on how technology affects consumer behavior as well as for creating customized marketing tactics aimed at particular generational cohorts.