Demographic progfiles of online purchasers online

% each demographic group who make upthe purchasing and non-purchasing populationOnline purchasersHaven’t bought onlineGenderMale49%49%Female5151Age18-29262430-49463750-64232865+612Race/ethnicityWhite (not Hispanic)7466Black (not Hispanic)1011Hispanic (English speaking)1018EducationLess than high school611High school grad2925Some college2542College +3921IncomeUnder $25K1319$25K-$40K1215$40K-$60K1718$60K-$100K2216Over $100K197Don’t know/Refused1725RegionUrban2527Suburban5047Rural1415Internet useHas broadband at home7753Number of cases1,111570Source: Pew Internet & American Life Project Survey

% each demographic group who make up
the purchasing and non-purchasing population
Online purchasers Haven’t bought online
Gender
Male 49% 49%
Female 51 51
Age
18-29 26 24
30-49 46 37
50-64 23 28
65+ 6 12
Race/ethnicity
White (not Hispanic) 74 66
Black (not Hispanic) 10 11
Hispanic (English speaking) 10 18
Education
Less than high school 6 11
High school grad 29 25
Some college 25 42
College + 39 21
Income
Under $25K 13 19
$25K-$40K 12 15
$40K-$60K 17 18
$60K-$100K 22 16
Over $100K 19 7
Don’t know/Refused 17 25
Region
Urban 25 27
Suburban 50 47
Rural 14 15
Internet use
Has broadband at home 77 53
Number of cases 1,111 570
Source: Pew Internet & American Life Project Survey

Newsletters

You have been successfully signed up. To sign up for more newsletters or to manage your account, visit the Newsletter Subscription Center.
See All
See All