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Online Shopping Habits by Age and Income Tier

With the holiday shopping season ramping up, we wanted to see how age and income impact households’ likely dominant online shopping preferences.

Online Shopping Habits by Age and Income Tier

Source: Economic Cohorts® and data provided by Gfk MRI

Online Shopping Styles*

  • Offline-Only Shoppers: Consumers in this segment do not have Internet access.
  • Traditional Consumers: Although they have access to the Internet, consumers in this segment do not think that Internet is a great way to buy products, and rarely shop online.
  • Straightforward Shoppers: Consumers in this segment prefer purchasing things online for a fixed price, do not necessarily compare prices across different websites, do not shop for previously owned items, and do not read or share product reviews.
  • Passionate Deal Seekers: Consumers in this segment believe that Internet is a great way to buy products. They typically read reviews and compare prices across the websites before purchasing something online. They also share their opinions about products and services, and do not mind saving money by shopping in online auctions and purchasing previously used items.
  • Active Quality Seekers: Consumers in this segment believe that Internet is a great way to buy products. Before purchasing something online, they read reviews by other shoppers and compare prices across different websites. They, however, prefer to purchase products for a fixed price, and avoid buying previously used items. Unlike Passionate Deal Seekers, they do not share their opinions about products and shopping experiences.

*Definitions provided by Gfk MRI

Spotlight on Shopping for Clothes

Which Economic Cohorts clusters are most likely to shop for clothes in the following venues?

  • Online: I46. Confident Future: Young City Singles
  • Department Store: N67. Executive Spenders: Suburban Couples
  • Discount Store: C13. Retiring on Empty – Singles

 

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