2015-08-12
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Significantly more U.S. households are buying products on the Web, with the percentage jumping to 34 percent from 24 percent just a year ago, according to a survey released Wednesday by NFO Research.
The study also found that while older Americans are buying online in ever-increasing numbers, the online shopping scene is still dominated by those under the age of 35.
“More Americans in all age and income groups are buying online, but Internet activity is still heavily driven by the young and the affluent,” said Lynn Franco, Director of the Consumer Research Center.
Age Matters
When it comes to online shopping, age does matter. According to the survey, the group most likely to shop online are adults aged 25 to 34, with 55 percent of that sector purchasing something online this year, compared to 40 percent a year ago. Among 35 to 44 year-olds, 45 percent had shopped online, up from 33 percent last year.
The segment least likely to make an online purchase are consumers 65 and older, with just 10 percent having spent online, compared to 8 percent last year.
Pacific Region Shoppers Lead Way
Where someone lives -- and how much he or she earns -- also affects online purchasing behavior, according to NFO’s research.
The NFO study found that U.S. residents in the Pacific region were the most likely to shop online, with 42 percent of those households having shopped online this year, compared to 31 percent last year.
The percentage of online shoppers in the Mountain states is also reaching new heights, with nearly 38 percent of residents in those states making online purchases this year, up from last year’s 26 percent.
In New England, 29 percent of households shopped online, compared to 30 percent last year.
More Disposable Income on the Web
Not surprisingly, more U.S. households with annual income in excess of $50,000 a year made online purchases this year than last -- 53 percent this year, up from 40 percent last year.
The other income brackets also saw increased percentages of households spending online. About 35 percent of households earning between $35,000 and $49,999 made online purchases this year, up from 27 percent.
Among households earning $25,000 to $34,999, the percentage making online purchases also increased, from less than 18 percent last year to 29 percent this year.
