How often do US shoppers buy from online channels?

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Data Highlights

  • Almost one in three (32%) of US shoppers buy items online at least once a week
  • More than one in three (36%) male shoppers buy at least once a week compared to female shoppers (29%)
  • Almost two in five (39%) Generation Xers 35-44 buy items online every week

Shoppers buy items online more often than in the past. More than nine in ten (93%) shoppers buy more than once in a year. Online shopping is no longer a one-off occurrence. Less than one in ten (7%) buy items online only for seasonal shopping.

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Shoppers buy items online on a weekly and/or monthly basis. More than seven in ten (73%) shoppers buy several times in any given month. Weekly buyers account for almost one in three (32%) of all shoppers. More than two in five (41%) shoppers buy items online several times a month.

Male shoppers buy more often online. More than one in three (36%) male shoppers buy at least once a week. In comparison, less than three in ten (29%) female shoppers buy on a weekly basis. The trend is similar for monthly online shoppers. Men (43%) are more likely to buy more than once online in a month compared to women (39%).

Young millennials (18-24) are not the heaviest online shoppers. Just over one in five (22%) in the segment buy items at least once a week. Older Generation Xers (45-54) are more likely to buy weekly. Almost three in ten (29%) in the latter segment buy one or more items online in a week.

Young Generation Xers (35-44) are most frequent online shoppers. Almost two in five (39%) buy items online every week. Older millennials (25-34) are the next most frequent online shoppers. A similar proportion (38%) buy items online at least once a week.

In summary, older millennials (25-34) are the heaviest online shoppers. More than four in five (83%) in this segment buy several times from online channels within a month. Young Generation Xers (35-44) are the next most frequent shoppers. Three in four (75%) in this demographic group go online and buy more than once in a month.