Forget the outdated image of the typical online shopper, because the digital cart is now being filled by a surprisingly diverse global cast, from millennials dominating U.S. sales and women leading in Brazil, to German seniors and India's youth all reshaping what it means to buy with a click.
Key Takeaways
- In 2023, 65.2% of online shoppers in the United States were millennials aged 25-44
- Globally, women accounted for 52.1% of all online shoppers in 2022, slightly edging out men at 47.9%
- 41.3% of online shoppers in the EU were aged 18-34 in 2023, representing the largest youth demographic segment
- In 2023, the average online shopper spent $1,423 annually in the US, up 8.2% from 2022
- 57.4% of online shoppers abandoned carts due to high shipping costs in 2023 globally
- Mobile commerce accounted for 43% of total e-commerce sales among shoppers in 2023
- 73% of online shoppers in the US used smartphones for purchases in 2023
- Desktop computers were used by 48.2% of online shoppers for high-value purchases over $200 in 2022
- 62.1% of Indian online shoppers accessed e-commerce via mobile apps exclusively in 2023
- 76.5% of online shoppers prioritized convenience as the main motivation in 2023
- Price comparison was key for 68.3% of shoppers before purchasing electronics online in 2022
- 59.1% preferred brands with sustainable practices in their online choices in 2023
- 54.2% of 55.6% of online shoppers worried about data breaches in 2023 surveys
- 62.7% avoided sites without HTTPS encryption for purchases in the US 2022
- Phishing attacks targeted 14.3% of online shoppers via fake delivery emails in 2023
Millennials and women dominate global online shopping across diverse trends.
Demographics
- In 2023, 65.2% of online shoppers in the United States were millennials aged 25-44
- Globally, women accounted for 52.1% of all online shoppers in 2022, slightly edging out men at 47.9%
- 41.3% of online shoppers in the EU were aged 18-34 in 2023, representing the largest youth demographic segment
- In India, 58.7% of online shoppers were under 35 years old as of 2023, driven by a young population
- Urban residents made up 72.4% of online shoppers in China in 2022, compared to 27.6% rural
- 34.1% of online shoppers in the UK held a university degree or higher in 2023
- Hispanic consumers represented 19.8% of US online shoppers in 2022, growing faster than the general population
- In Brazil, 61.2% of online shoppers were female in 2023
- Baby boomers (55+) comprised 22.7% of online shoppers in Australia in 2022
- High-income households (over $100k) accounted for 38.5% of US online luxury shoppers in 2023
- 48.9% of online shoppers worldwide lived in households with children under 18 in 2022
- In Germany, 29.3% of online shoppers were aged 65+ in 2023, showing senior adoption growth
- African American consumers made up 14.2% of US online shoppers in 2022
- In Japan, 55.6% of online shoppers were women aged 30-49 in 2023
- Students represented 12.4% of online shoppers in South Korea in 2022
- Married individuals comprised 67.8% of online shoppers in Canada in 2023
- In France, 45.7% of online shoppers were employed full-time professionals in 2022
- Gen Z (born 1997-2012) formed 28.1% of online shoppers in Mexico in 2023
- Retirees accounted for 18.9% of online shoppers in the Netherlands in 2022
- Self-employed individuals were 11.3% of online shoppers in Italy in 2023
Demographics Interpretation
The global online shopping cart is being steered decisively by a tech-savvy, multitasking millennial mother from an urban center, but don't underestimate the growing clout of her degree-holding dad, his luxury-loving boss, or his bargain-hunting grandmother.
Device and Platform Usage
- 73% of online shoppers in the US used smartphones for purchases in 2023
- Desktop computers were used by 48.2% of online shoppers for high-value purchases over $200 in 2022
- 62.1% of Indian online shoppers accessed e-commerce via mobile apps exclusively in 2023
- Tablets accounted for 12.4% of online shopping sessions in the UK in 2023
- Voice assistants were used by 8.7% of US shoppers for product searches leading to purchases in 2023
- 55.3% of Chinese online shoppers used WeChat mini-programs for transactions in 2022
- Mobile web browsers overtook apps for 41.6% of Brazilian online shopping in 2023
- Smart TVs influenced 9.2% of online purchases via streaming apps in Australia 2022
- 67.8% of Gen Z shoppers used iOS devices for online shopping in the US 2023
- Android dominated at 74.3% among online shoppers in Indonesia in 2023
- Wearables prompted 4.1% of impulse buys via notifications in Europe 2023
- 28.9% of French shoppers used laptops for fashion browsing in 2022
- Progressive web apps (PWAs) drove 15.7% of sessions for South Korean shoppers 2023
- 51.4% of Canadian online shoppers switched devices mid-session (mobile to desktop) in 2023
- Gaming consoles accounted for 3.8% of online purchases via integrated stores in Japan 2022
- Email links led to purchases on 22.6% of desktop sessions globally in 2023
- 39.2% of Mexican shoppers used feature phones for basic e-commerce in 2023
- AR try-on features on mobile boosted conversion by 31% for 14.5% of users in 2022
Device and Platform Usage Interpretation
While our phones are the pocket-sized impulse buyers of the digital age, we still cozy up to our trusty desktops for serious spending, flirt with new gadgets like smart TVs and wearables, and hop between devices with a fickle grace that keeps retailers perpetually on their toes.
Motivations and Preferences
- 76.5% of online shoppers prioritized convenience as the main motivation in 2023
- Price comparison was key for 68.3% of shoppers before purchasing electronics online in 2022
- 59.1% preferred brands with sustainable practices in their online choices in 2023
- Fast delivery (same-day) influenced 47.2% of grocery online orders in urban areas 2023
- User reviews swayed 82.4% of purchase decisions on Amazon in 2022
- Personalization recommendations drove 35% of sales for 64.7% of loyal shoppers in 2023
- Exclusive online deals motivated 53.8% of UK shoppers to buy digitally in 2022
- 61.9% chose platforms with loyalty programs for repeat purchases in Brazil 2023
- Eco-friendly packaging was a preference for 42.3% of Australian online shoppers in 2023
- Social proof from influencers affected 29.6% of Gen Z beauty purchases online 2022
- Free shipping thresholds met by 77.1% of carts in EU e-commerce in 2023
- 50.4% preferred local brands supporting community initiatives in India 2023
- Gamification elements like points boosted engagement for 38.2% of gamers shopping online 2022
- Privacy-focused brands were chosen by 45.7% of German shoppers in 2023
- Bundle deals appealed to 55.9% for value perception in Canada 2022
- 67.3% valued customer service chat responsiveness in real-time during shopping 2023
- Nostalgia-driven limited editions motivated 21.4% of fashion online buys in Japan 2023
- Health and wellness certifications influenced 49.8% of supplement purchases online 2022
Motivations and Preferences Interpretation
The modern online shopper is a savvy, contradictory creature who wants everything at the best price delivered yesterday, but only if it's sustainable, recommended by a stranger, wrapped in eco-friendly paper, and makes them feel both personally seen and part of a virtuous community.
Purchasing Habits
- In 2023, the average online shopper spent $1,423 annually in the US, up 8.2% from 2022
- 57.4% of online shoppers abandoned carts due to high shipping costs in 2023 globally
- Mobile commerce accounted for 43% of total e-commerce sales among shoppers in 2023
- Impulse purchases made up 62% of online shopping transactions under $50 in the US in 2022
- 71.2% of online shoppers used buy-now-pay-later services at least once in 2023
- Fashion was the top category purchased online by 38.5% of global shoppers in 2023
- Repeat purchases occurred in 68.9% of online shopper sessions in the UK in 2022
- Grocery shopping online grew by 15.4% among US shoppers year-over-year in 2023
- 44.7% of online shoppers preferred free returns policies influencing their purchases in 2023
- Electronics purchases averaged $245 per transaction for online shoppers worldwide in 2022
- 52.3% of shoppers used coupons or discounts in every online purchase in Brazil 2023
- Weekly online shopping frequency was reported by 29.1% of Australian shoppers in 2022
- Cross-border shopping was done by 24.8% of EU online shoppers in 2023
- Subscription services were used by 37.6% of US online shoppers monthly in 2023
- Beauty products saw 31.2% of purchases via live-streaming by Chinese shoppers in 2022
- 66.4% of online shoppers compared prices across 3+ sites before buying in 2023
- Average cart value for luxury goods online was $512 in Europe 2023
- 19.5% of purchases were made via social media marketplaces by global shoppers in 2023
Purchasing Habits Interpretation
The modern online shopper is a financially cautious yet impulsive creature, strategically abandoning carts over shipping costs while simultaneously being seduced by a 'buy-now-pay-later' button into buying another fast-fashion item they saw on a live stream, all in the noble pursuit of a good discount and free returns.
Security and Concerns
- 54.2% of 55.6% of online shoppers worried about data breaches in 2023 surveys
- 62.7% avoided sites without HTTPS encryption for purchases in the US 2022
- Phishing attacks targeted 14.3% of online shoppers via fake delivery emails in 2023
- 48.9% cited identity theft fears as a barrier to online shopping in EU 2023
- Fake reviews misled 23.1% of shoppers leading to returns in 2022 globally
- 71.4% used two-factor authentication for shopping accounts in high-income countries 2023
- Payment fraud losses reached $5.8 billion for online shoppers in 2022 US
- 39.6% of Indian shoppers encountered counterfeit goods online in 2023
- Chargeback rates averaged 1.2% due to fraud in Australian e-commerce 2022
- 52.3% distrusted social media ads leading to scam sites in Brazil 2023
- Deepfake scams tricked 7.4% of luxury shoppers via video calls in 2023
- 66.8% read privacy policies before shopping on new sites in UK 2022
- Account takeovers affected 11.9% of frequent online shoppers globally 2023
- 43.2% faced unexpected subscription charges post-purchase in Canada 2022
- Malware from shopping apps infected 9.7% of Android users in 2023
- 58.1% avoided sharing payment details on unfamiliar platforms in Germany 2023
- Refund scams cost shoppers $1.2 billion in France online fraud 2022
- 34.5% reported card-not-present fraud attempts monthly in Mexico 2023
- Biometric verification reduced fraud concerns for 67.9% of users in Japan 2023
- 49.3% experienced delivery address hijacking attempts in South Africa 2022
Security and Concerns Interpretation
Despite wielding two-factor authentication like a digital shield and scrutinizing privacy policies with the dedication of a forensic accountant, the modern online shopper remains locked in a Sisyphean struggle against a relentless tide of data breaches, counterfeit goods, and cunningly crafted scams.
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