Amazon.de Browsing Sessions by Device — 55+ vs. 25–44 Shoppers in Germany, 2024–2025

Analysis

Germany's 55+ online shoppers show a meaningfully different device mix on amazon.de than the 25–44 cohort: desktop accounts for 39% of their sessions versus 33% for younger shoppers, tablet usage is 9% versus just 2%, and mobile trails at 52% compared to 64% among the 25–44 group.

Germany's desktop hold — and what it means for the 55+ segment

Germany is one of a small number of countries where desktop has historically retained strong ground in online commerce, even as mobile surges globally. Across the full German e-commerce market, smartphones account for roughly 66% of internet traffic, but older users use devices differently: research consistently shows that consumers aged 55 and over tend to own and rely on older or multiple device types, including tablets, for longer browsing sessions and more deliberate purchasing decisions. The 55+ cohort's 9% tablet share — versus 2% among 25–44-year-olds — is a distinctive signal: tablet use is associated with at-home, lean-back consumption that matches the convenience-first shopping posture visible in their category preferences on Amazon.de. For marketers targeting older consumers in Germany's e-commerce market, desktop and tablet optimisation is not optional — it is where the 55-plus-Käufer actually shops.

This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.