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September 19, 2018

How Much Do US Internet Users Plan to Spend on the 2018 Holiday Season Compared with 2017? (% of respondents, by demographic)

Description

US Internet users were asked about their planned spending on the 2018 holiday season compared with 2017. This chart shows the results among millennials, baby boomers, parents and affluent consumers.

Note

Data was provided to eMarketer by OpenX.

Methodology

Data is from the September 2018 OpenX "2018 Consumer Holiday Shopping Report" in partnership with The Harris Poll. 2,021 US internet users ages 18+ were surveyed online during August 30-September 6, 2018. Respondents identified as female (57%) and male (42%). Respondents identified their age as 18-24 (8%), 25-34 (16%), 35-44 (17%), 45-54 (17%), 55-64 (18%) and 65+ (23%). Respondents identified their household income as less than $15K (6%), $15K-$24,999 (7%), $25K-$34,999 (8%), $35K-$49,999 (13%), $50K-$74,999 (18%), $75K-$99,999 (15%), $100K-$124,999 (14%), $125K-$149,999 (8%), $150K-$199,999 (5%), $200K-$249,999 (1%), $250K or more (2%) and prefer not to answer (3%). Respondents identified their employment status as employed (59%), not employed, but looking for work (4%), not employed and not looking for work (1%), not employed and unable to work due to disability or illness (5%), retired (22%), student (3%) and stay-at-home spouse or partner (6%). OpenX is a programmatic advertising technology company.