Gen X and baby boomers present a huge opportunity for online retailers


bii online shoppers age 1

BI Intelligence


The conventional wisdom is that teens and millennials drive e-commerce trends. In actuality, a disproportionate share of middle-aged consumers are shopping online.

  • 23% of online shoppers fall between the ages of 35 and 44, while only 18% of the US population is that age.
  • 24% of online shoppers are between the ages of 45 to 54, even though less than 20% of the US population falls between those ages.

In a recent report, BI Intelligence breaks down the demographics of US online and mobile shoppers by gender, age, income, and education, and takes a look at what they're shopping for, and how their behaviors differ. It's important for retailers to know who their potential customers are online in order to market to them effectively.

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Here are the surprising facts about how e-commerce and mobile commerce habits differ across age brackets:

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In full, the report:

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