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United StatesDigital Shoppers & Buyers, US
Digital Buyers, by Generation
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Overall
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Digital Buyers
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Digital Shoppers
Mobile
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Mobile Buyers
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Mobile Shoppers
by Age
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Digital Buyers, by Age
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Digital Buyer Penetration, by Age
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Digital Buyer Share, by Age
by Sex
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Digital Buyers, by Sex
by Generation
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Digital Buyers, by Generation
by Race/Ethnicity
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Digital Buyers, by Race/Ethnicity
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Digital Buyer Penetration, by Race/Ethnicity
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Digital Buyer Share, by Race/Ethnicity
by Device
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Mobile Buyers, by Device
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Mobile Shoppers, by Device
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US Digital Buyers and Penetration, by Generation

Timeframe20232024202520262027
Millions
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% Change
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% of Internet Users
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% of Population
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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Source: eMarketer

Note: digital buyers defined as internet users who have made at least one purchase via any digital channel (including online, mobile and tablet) during the calendar year; Gen Z are individuals born between 1997 and 2012; millennials are individuals born between 1981 and 1996; Gen X are individuals born between 1965 and 1980; baby boomers are individuals born between 1946 and 1964

Additional Note: Digital buyers are internet users who have made at least one purchase via any digital channel during the calendar year, including online, mobile and tablet purchases. Internet users are individuals of any age who use the internet from any location via any device at least once per month. eMarketer benchmarks its retail ecommerce sales figures against US Department of Commerce data, for which the last full year measured was 2018.

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

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