What is the demographic profile of shoppers who go online to research brands and products?

Share this Post

Data Highlights

  • More than half (53.6%) of online shoppers who research digitally are men.
  • Shoppers 45 and above account for more than half (56.2%) of digital product researchers.
  • Tendency to research products online is highest among households with annual income between $50K-$99K.

Men account for a higher proportion of shoppers who research online before buying products. Just over half (53.6%) of male shoppers research online. In comparison, 46.4% of women shoppers go online to research products before buying them.

Images.024

Millennials and Generation Xers have a greater tendency to research products online. But, Boomers and Seniors account for more than half (53.6%) of all digital researchers. More than three in ten (31.6%) shoppers who conduct online research are 45 to 59 years old. Almost a quarter (24.6%) are 60 years or older.

Higher income households are more likely to research products online before buying them. More than a third (33.2%) of households earning $50K to $99K research product online. Just under three in ten (29%) households earning $100K or more research products online.

What is the impact of household income and ethnicity on US shopper’s pre-purchase research behaviour?

  • Households earning $75K or more in a year are more likely to research products online (82%) compared to households earning less than $75K a year (72%)
  • Images.021

  • Households earning $250K or more in a year more most likely to research products on their smartphones (14%) and tablets (14%)
  • Images.022

  • Households earning less than $75K a year are the most likely to research (21%) and purchase (50%) products in-person at a store
  • Households earning $250K or more in a year are most likely to purchase products online (56%)
  • Images.023

  • Research during the same session as purchase is the most common research behaviour among US shoppers across all ethnicities – Asian (48%), Black (48%), Hispanic (54%), and White (46%)