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U.S. shopping preference retail type 2017, by age group

Most popular types of online stores according to online shoppers in the United States in 2017, by age group

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Release date

July 2017


United States

Survey time period


Number of respondents

1,005 respondents

Age group

18 years and older

Special properties

online shoppers who have made an online purchase in the past six months

Method of interview

Online survey

Supplementary notes

Millennials: 18-34 years of age. Gen Xers: 35-49 years of age. Baby Boomers: 50-68 years of age. Seniors: 69+ years of age.
Marketplace: Online marketplaces selling a variety of items.
Large brand name retailer: Legacy retailers with an omni-channel presence, meaning they have both brick-and-mortar locations and online storefronts.
Web-store: These are small, online-only independent retailers.
Category-specific online stores: These are large online retailers focused on a niche product offering.

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