US Digital Buyers Who Have Purchased* Clothing, Shoes or Accessories Digitally, by Demographic, April 2019 (% of respondents in each group)
The top categories shoppers are buying online are apparel and accessories, entertainment (books, videos, etc.), and beauty/health. Females are buying more apparel and accessories and beauty products online than males are.
Data was provided to eMarketer by Bizrate Insights.
Data is from the April 2019 "eMarketer Ecommerce Survey" conducted by Bizrate Insights. 1,002 US internet users ages 18+ were surveyed online during April 2019. Respondents identified as female (52%) and male (48%) and were ages 18-34 (31%), 35-54 (35%) and 55-65 (34%). Respondents were members of Bizrate Rewards, the Bizrate Consumer Panel operated by Bizrate Insights, which is comprised of over 2 million panelists who provide feedback based on their experiences and opinions. The Bizrate Rewards panel is comprised of a broad demographic profile which represents a sampling of all ages, education levels, genders and incomes. At the time of joining the panel, each panelist stated they had shopped online. In exchange for providing feedback, panelists have the opportunity to earn points, which can be exchanged for electronic gift cards. This survey, provided by Bizrate Insights on behalf of eMarketer, provides a monthly consumer pulse of digital shopping behavior and intent.