Average Web buyer is 43 years old, earns $68K a year, and spends $92 a month online

Those who shop online prefer the offline channel to a large degree. Only 15% of those who shop online report that the Web is their preferred channel. A whopping 82% say that although they shop online, traditional stores are their preferred place to buy. Web shoppers spend more monthly on consumer goods than their counterparts who do not shop online - about 26% more.

Those consumers who shop online still spend much more per month in traditional stores, Forrester found. They order, on average, about $92 worth of products online per month and spend $256 in traditional stores. The average age of Web buyers is slightly lower than non-Web-buyers - 43 compared to 46 years old. Their household income, however, is higher - almost $68,000 per year compared to just under $51,000 per year. Slightly more than half of Web buyers - 52% - are female. Over half of online shoppers have broadband at home. 15% of those who shop online report that the Web is their preferred channel. A whopping 82% say that although they shop online, traditional stores are their preferred place to buy.