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EMARKETER

US Digital Shoppers and Buyers 2024

Across Demographic Groups, Convenience and Transparency Are Key

Report by Paola Flores-Marquez  |  Jan 31, 2024
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Executive Summary
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Table of Contents
Executive Summary
Online shopping is universal, but there are differences in where and how each demographic group shops
Shopping habits are driven by basic needs—and differentiated by life stages
What should retailers and brands do?
Sources
Media Gallery
About This Report
Online shopping is popular across all demographics, but the where and how differs by age, culture, and interests. Current purchasing behaviors can help retailers and brands target digital shoppers and anticipate new trends.
Topics
Digital Shoppers & Buyers
US
Table of Contents
Executive Summary
Online shopping is universal, but there are differences in where and how each demographic group shops
Shopping habits are driven by basic needs—and differentiated by life stages
What should retailers and brands do?
Sources
Media Gallery

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?

Adults 54 and Younger Share the Same Top 3 Digital Purchases (% of US digital buyers*, by age, Dec 2023)
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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.

Here’s what’s in the full report

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6charts

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Table of Contents

  1. Executive Summary
  2. Online shopping is universal, but there are differences in where and how each demographic group shops
  1. Shopping habits are driven by basic needs—and differentiated by life stages
  2. What should retailers and brands do?
  1. Sources
  2. Media Gallery

Charts in This Report

Adults 54 and Younger Share the Same Top 3 Digital Purchases (% of US digital buyers*, by age, Dec 2023)Estimated Spending on Beauty Products Online in the Past Year Among US Online Beauty Buyers, by Generation, Nov 2023 (% of respondents)
Which Retail Membership Services Do US Adults* Pay For? (% of respondents, by demographic, Dec 2023)Social Platforms Used Most Often to Discover New Beauty Products, Gen Z vs. Total US Beauty Shoppers, Feb 2023 (% of respondents in each group)
Leading Product Categories That US Adults Purchased After Seeing Products Promoted by Influencers, July 2023 (% of respondents)Expected Fulfillment Method for Online Shopping Orders Among US Adults, by Generation, Oct 2023 (% of respondents)

authors

Paola Flores-Marquez

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