Demographic profile of online shoppers

Online activityResearch a productBuy or make travel reservationParticipate in an online auctionPay to download digital contentBuy or sell stocks onlineGenderMale50%50%59%60%62%Female5050414038Age18-29262425322130-49444450424550-64242622192765+67378RaceWhite (not Hispanic)7272796675Black (not Hispanic)1096117Hispanic (English speaking)10117129Other667109EducationLess than high school74574High school grad2723232519Some college2831343122College +3741393755IncomeUnder $25K141010137$25K-$40K1211111713$40K-$60K1817151512$60K-$100K2124261822Over $100K1720221928Don’t know/Refused1818161818RegionUrban2524232728Suburban5151534551Rural1313131213Internet connectionHas broadband at home7278847779Number of cases1,3651,088422259200Source: Pew Internet

Online activity Research a product Buy or make travel reservation Participate in an online auction Pay to download digital content Buy or sell stocks online
Gender
Male 50% 50% 59% 60% 62%
Female 50 50 41 40 38
Age
18-29 26 24 25 32 21
30-49 44 44 50 42 45
50-64 24 26 22 19 27
65+ 6 7 3 7 8
Race
White (not Hispanic) 72 72 79 66 75
Black (not Hispanic) 10 9 6 11 7
Hispanic (English speaking) 10 11 7 12 9
Other 6 6 7 10 9
Education
Less than high school 7 4 5 7 4
High school grad 27 23 23 25 19
Some college 28 31 34 31 22
College + 37 41 39 37 55
Income
Under $25K 14 10 10 13 7
$25K-$40K 12 11 11 17 13
$40K-$60K 18 17 15 15 12
$60K-$100K 21 24 26 18 22
Over $100K 17 20 22 19 28
Don’t know/Refused 18 18 16 18 18
Region
Urban 25 24 23 27 28
Suburban 51 51 53 45 51
Rural 13 13 13 12 13
Internet connection
Has broadband at home 72 78 84 77 79
Number of cases 1,365 1,088 422 259 200
Source: Pew Internet

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