In honor of Cyber Monday I’m continuing my examination of online shopping.
In my previous post, I showed that U.S. consumers are more satisfied with their experiences of buying computers and TVs in a store than they are when buyimg them online. But who buys these electronics online? To answer that question, I examined the online purchases by age group. As you can see in the chart below:
- Online is an important channel across all age groups, ranging from 20% of TV purchases by 18 to 24-year-olds to 47% of computer purchases by 25 to 34-year-olds
- Online is a more important channel for computers than for TVs across all age groups
- 30-year-olds are the “sweet spot” for online computer purchases while 40-year-olds are the “sweet spot” for online TV purchases