Conventional wisdom states that women drive shopping trends. However, according to a recent report by Business Insider Intelligence, men drive nearly as much spending online in the US as women in the e-commerce territory. Just how many consumers did they track? In the first quarter of 2014, 198 million U.S. consumers bought something online, according to comScore’s quarterly State Of Retail report. That translates to 78% of the U.S. population age 15 and above.
In the mobile realm, men are more likely to make purchases than women. According to a study conducted by SeeWhy, 57% of women made a purchase online in 2013, compared to 52% of men. However, 22% of men made a purchase on their smartphones last year, compared to 18% of women.
Millennials, those consumers aged 18 to 34, remain the key age demographic for online commerce, spending more money online in a given year than any other age group. On average, they spend around $2,000 annually on e-commerce, as indicated in the above graph. In contrast, the Golden Generation spends the least amount of money in e-commerce, which may not come as a shock to most folks. However, one in four mobile shoppers in the U.S. is over the age of 55. That’s about even with their share of the overall U.S. population.
Online shoppers tend to live in households with higher-than-typical incomes. An Experian survey found that 55% of e-commerce shoppers in the U.S. live in households with incomes above $75,000 (40% were in households earning $100,000 and above). According to the Census, the median household income in the U.S. is around $50,000.
The full report can be found here.