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

The bottom line: Cyber Monday should be a big day for electronics

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