How Often Do Internet Users in North America Buy Online? - eMarketer
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How Often Do Internet Users in North America Buy Online?

More than half of millennials shop digitally vs. in-store

December 9, 2016 | Retail & Ecommerce

Most internet users of varying generations in the North America make a purchase online every two weeks to once a month. And perhaps not surprisingly, according to November 2016 research, millennials lead the pack on this trend.

Frequency with Which Internet Users in North America Make Online Purchases, by Demographic, Oct 2016 (% of respondents)

In October, strategic retail advisory firm HRC Retail Advisory surveyed 3,100 internet users in North America ages 10 to 17 and 21 and older about their online spending habits.

The majority of respondents of all age groups polled said that make a purchase online every two weeks to once a month, according to the data. Looking closely at the particular age breakouts, more than half (52%) of millennials tended to buy at this frequency, followed by 44% of those 42 and older.

In another study, which compared digital shopping with in-store, findings also showed millennials ahead of other generations. According to the report by Bigcommerce and Kelton, released in June, 67% of millennials in the US said they shopped digitally, compared to 33% who went to brick-and-mortars.

Gen X and baby boomers trailed their younger counterparts at online shopping at 56% and 41%, respectively.

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