Source: Insider Intelligence | eMarketer, November 2023 - October 2023
Note: ages 14+; 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; *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.