US Digital Buyers and Penetration

Timeframe20222023202420252026
Digital buyers (millions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of digital shoppersMaximum of two rows can be charted.
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– % of worldwide digital buyersMaximum of two rows can be charted.
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– % of internet usersMaximum of two rows can be charted.
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– % of populationMaximum of two rows can be charted.
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Source: eMarketer

Note: ages 14+; internet users who have made at least one purchase via any digital channel during the calendar year, including desktop/laptop, mobile, and tablet purchases

Additional Note: Internet users are individuals who use the internet from any location via any device at least once per month.

Methodology: Estimates are based on the analysis of survey and web traffic data from other research firms, historical consumer adoption trends, and demographic adoption trends.

Comparative Estimates from Additional Sources:

Digital buyers, US, millions

Sources2020202120222023202420252026
eMarketer,November 2022
Forrester Research,August 2016

Digital buyer growth, US

Sources2020202120222023202420252026
eMarketer,November 2022
Forrester Research,August 2016
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