A new E-Commerce report from The Media Audit reveals that three in five U.S. adults now shop online at least once per year, while one in five adults shop at least once per month. According to the National Report, the percent increase between 2006 and 2007 among adults who now shop online is 5.2%, while the percent increase among frequent online shoppers - those who shop twelve or more times in a typical year - has risen by 5.6%. Surveys were conducted in 88 U.S. markets between January 2007 and March 2008.
The region with the greatest concentration of online shoppers is the Northeast region, where 61% of adults shop online at least once in a typical year- a figure that is 4% above the national average. However, 23.2% of adults in the Northeast region make twelve or more purchases in a typical year- a figure that is 11% higher than the national average. More specifically, adults who live in the New England Census Division are most likely to frequently shop online. Nearly one in four New Englanders shop online twelve or more times in a year, a figure that is 17% higher than the national average. The report further reveals that adults who live in the Midwest are the least likely to be frequent online shoppers. Among Midwesterners, 56% shop online at least once in a typical year, a figure that is 4% less than the national average, and 18.2% have made twelve or more online purchases in the past year, a figure that is 13% below the national average.
As the outlook for the holiday retail season is expected to be bleak for 2008, analysis from The Media Audit E-Commerce Report suggests that the best place to find potential big spenders this season is online. According to the report, online shoppers - those adults who have shopped online at least once in the past twelve months - earn more in household income and in general are more optimistic about their financial future. Among online shoppers, 64.3% are considered financial optimists, a figure that is 9% higher than all adults nationally. Furthermore, 43% of adults who shop online earn $75,000 or more in household income, (demographic of ThisWeekNews.com users) a figure that is 39% higher than for all adults, suggesting they might be more able to weather tough economic times.
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