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United StatesDigital Shoppers & Buyers, US
Digital Buyers, by Race/Ethnicity
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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, by Race/Ethnicity

Timeframe20232024202520262027
Millions
– AsianMaximum of two rows can be charted.
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– BlackMaximum of two rows can be charted.
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– Hispanic**Maximum of two rows can be charted.
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– WhiteMaximum of two rows can be charted.
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– Other*Maximum of two rows can be charted.
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– TotalMaximum of two rows can be charted.
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% Change
– AsianMaximum of two rows can be charted.
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– BlackMaximum of two rows can be charted.
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– Hispanic**Maximum of two rows can be charted.
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– WhiteMaximum of two rows can be charted.
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– Other*Maximum of two rows can be charted.
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– TotalMaximum 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; *includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals; **can be of any race

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 2017.

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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