It’s a common misconception that online shoppers tend to be young. In fact, a disproportionate share of Gex X and middle-aged adults shop online relative to their share of their population.
- 23% of online shoppers fall between the ages of 35 and 44, while only 18% of the U.S. population is that age.
- 24% of online shoppers are between the ages of 45 to 54, even though less than 20% of the U.S. population falls between those ages.
Gen X and middle-aged adults present a huge opportunity for e-commerce companies and retailers who target those age groups, because these consumers are most often in the prime of their careers, and thus, their disposable income is much higher than that of younger consumers.
In a new report, BI Intelligence breaks down the demographics of U.S. online and mobile shoppers by gender, age, income, and education, and takes a look at what they’re shopping for, and how their behaviours differ.
It’s important for retailers to know who their potential customers are online in order to market to them effectively.
In full, the report:
- Explains why men are so much more important for e-commerce retail over in-store sales, and why they are more likely to buy on smartphones than women.
- Indexes e-commerce spending by age group against the amount of time a given demographic spends online.
- Breaks down online spending habits of teens, including the brands and products they shop for.
- Examines the factors behind what drives online purchases among millennials.
- Identifies Gen X, boomer, and older consumers’ online spending tendencies.
- Looks at how education and income influence e-commerce spending.
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