Digital buyer reach in the U.S. 2019, by generation

This statistic presents the digital buyer penetration rate in the United States as of January 2019, by generation. According to the findings, online shopping was most common among Millennial internet users with a penetration rate of 84.8 percent.

Percentage of digital buyers in the United States as of January 2019, by generation

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Release date

February 2019


United States

Survey time period

January 2019

Age group

18 years and older

Supplementary notes

Source stated that digital buyers are defined as internet users who have made at least one purchase via any digital channel (including online, mobile, and tablet).
Millennials: born between 1981 and 1996
Generation X: born between 1965 and 1980
Baby Boomers: born between 1946 and 1964

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Statistics on "E-commerce in the United States"

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