Online shopping is popular across all demographics, but the where and how differs by age, culture, and interests. Current purchasing behaviors can help retailers and brands target digital shoppers and anticipate new trends.
Online shopping is one of the few digital habits that continues to be adopted across all demographic groups at consistently high rates. This report covers the most popular online shopping categories, the channels consumers prefer, and the influences that prompt purchases among each cohort.
Key Question: How do demographic characteristics influence digital buying and shopping preferences?
Key Stat: Digital buyers ages 35 to 54 overindex in purchases within the previous month in all of the 10 leading product categories compared with the total population.
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Table of Contents
Executive Summary
Online shopping is universal, but there are differences in where and how each demographic group shops
Shopping habits are driven by basic needs—and differentiated by life stages
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