US Digital Shoppers and Buyers 2024

Across Demographic Groups, Convenience and Transparency Are Key

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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Paola Flores-Marquez

"Behind the Numbers" Podcast