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Digital Buyers

Overall

Digital Shoppers

Mobile

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Source & Notes

Data Table

Source: EMARKETER Forecast, February 2026 - January 2026

Note: ages 14+; internet users who have made at least one purchase via any digital channel during the calendar year, including desktop/laptop, mobile, and tablet purchases

Additional Note: Internet users are individuals who use the internet from any location via any device at least once per month.

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

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