US Digital Shoppers and Penetration

Timeframe20232024202520262027
Digital shoppers (millions)Maximum of two rows can be charted.
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– % changeMaximum 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+; digital shoppers are internet users who have browsed, researched or compared products digitally via any device during the calendar year but have not necessarily bought digitally

Additional Note: Digital shoppers are internet users who have browsed, researched or compared products digitally via any device during the calendar year but have not necessarily bought digitally. Internet users are individuals of any age who use the internet from any location via any device at least once per month.

Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.

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