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How Often Do Americans Shop Online?

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Nearly one-fourth of online shoppers in the United States say they make a Web purchase at least once a week, according to a recent report from Bronto Software.

The report was based on data from a survey conducted in January 2015 of 1,012 consumers in the United States who had bought online within the previous 12 months. (Respondents who had not made a purchase online in the previous year were not included in the analysis.)

Some 24% of respondents say they are "frequent shoppers" (going online at least once per week, on average, to make a purchase); 36% are "occasional shoppers" (once a month, on average); 40% are "infrequent shoppers" (once a year, on average).

More men than women report shopping online at least once per week, on average (30% vs. 18%).


Americans age 30-39 are the most frequent online shoppers, followed by 18-29-year-olds.

Although seniors (65+) are the least active online shoppers, 42% still make at least one purchase per month online, on average.

Online shoppers in the western US are the most active, with 66% shopping online at least once per month, on average.

About the research: The report was based on data from a survey conducted in January 2015 of 1,012 consumers in the United States who bought online within the previous 12 months.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Grannelle Wed Apr 8, 2015 via web

    Interesting data that seems to parallel your other recently published article on millennials, i.e. frequency of purchase age demographic in online shopping as compared to millennial news consumption (Nanji, 2015). This would professedly indicate the continued convergence of media to online channels is a reasonable supposition, and that marketing efforts should also follow in suit.

    Thanks for a great article.

    Works Cited

    Nanji, A. (2015). How Millennials Consume News. Retrieved March 27, 2015, from MarketingProfs: http://www.marketingprofs.com/charts/2015/27329/how-millennials-consume-new...

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