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May 1, 2019

US Digital Buyers, by Generation, 2019 (% of population in each group)


This chart shows US adult digital buyers as a percent of the population for 2019. The data is broken out by generation and includes millennials, Gen X and baby boomers.


eMarketer benchmarks its retail ecommerce sales figures against US Department of Commerce data, for which the last full year measured was 2017.


Estimates are based on the analysis of survey and traffic data from other research firms, historical consumer adoption trends and demographic adoption trends.