Average age of online shoppers in Italy Q1 2018, by product category

According to a survey on online shoppers from 2018, the average age of customers purchasing food products online was around 49 years old, whereas the average age of customers buying sport equipment via internet was assessed to be around 40 years old.

Italian online shoppers increase

Overall, it seems that Italians are enjoying online shopping. The number of web shoppers increased from 21.7 million as of 2017, to 23.5 million as of 2018. Considering the online shoppers from a gender perspective , men tend to purchase more than women.  

Most popular categories

Concerning categories, Italian people shopping online have identified the most popular categories when it comes to online shopping. As reported by a survey in 2018, 61 percent of Italian consumers stated that they at least once booked a trip online. Clothing, books and music were the second most popular categories, with 56 percent of the respondents declaring that they bought one of these items at least once online. Only seven percent of online buyers confirmed that they purchased fresh food online. 

Average age of online customers in Italy in 1st quarter of 2018, by product category

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Release date

November 2018



Survey time period

Q1 2018

Number of respondents

1,785 respondents

Method of interview

Online panel

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Statistics on "Online shopping in Italy "

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