Online Shoppers' Habits Vary

Consumers who earn more than $75,000 a year are more likely than those who earn less to demand discounts (32% vs. 28%) and free shipping (32% vs. 27%) when shopping online, according to eCommerce researcher Steelhouse.  They are also more likely to buy premium brand products online (29% vs. 15%). 

Shoppers ages 18–24 are more likely than those ages 25 and older to make online purchases only when they're getting discounts and free shipping. Younger shoppers are also more likely to read product reviews before buying.

Shoppers over 65 are more likely than their younger counterparts to start their online shopping trips with a specific purpose in mind, and to never buy during their initial visits to websites, regardless of whether the items are on sale.

Women (37%) are more likely than men (26%) to check out coupon sites before making online purchases, and they're more likely to insist on discounts and free shipping.  Men (25%) are more likely than women (16%) to buy premium brand products online.

Those who live in the Northeast (22%) and West (24%) are more likely to buy premium brand products than those in the Midwest (17%) and South (19%).  Shoppers in the Midwest (31%) and South (33%) are more likely than those in the Northeast (25%) and West (29%) to browse online with no intention of buying.

Four in 10 White online shoppers (41%) always shop with a purpose, compared to 30% of non-​White shoppers.  White shoppers are also more likely to browse regularly without any plans to purchase (43% vs. 27%).

Online shoppers with college degrees are more likely than those with less education to buy brand name products, to look for coupons, and to demand discounts and free shipping.  They're also more likely to abandon their shopping carts during checkout.

[Source:  Brooks, Chad.  "Gender, Income Big Factors in Internet Buying Behavior."  Business News Daily/​Steelhouse.  20 May 2011.  Web.  16 June 2011.]