With the Black Friday and Cyber Monday sales in full swing, our first Chart this week shows just how many Americans could be hoping to grab a deal this Thanksgiving.

Online commerce is an absolutely mainstream activity among US internet users. Around 8 in 10 are buying products online each month, meaning the US sits firmly within the top 10 countries for this activity.

Demographic splits give further indication of just how widespread this behavior has become. It’s the 25-44 age group who are the biggest online shoppers, but even among the 55-64s there’s still 72% regularly buying online. Similarly, it’s unsurprising that we see higher figures among the upper income group, but the vast majority of the lower quartile are buying products too.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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