Online Holiday Shopping: Who’s Doing It the Most This Year?

November 15, 2012

As we get closer to Black Friday, there will be no shortage of digital ads trying to get consumers to do all their shopping online.  Yet there is very little data on which consumers are actually buying online. Until now.

We surveyed over 10,000 adults, a cross section of the US, to see not only who is buying online but how much of their budget they intend to spend.  One of the biggest surprises is that the generation that is more plugged into the internet than any other (18-24), is doing the least amount of shopping online.  Perhaps they prefer shopping in stores or still believe the guy in the red suit will take care of everything.  On the other hand, their time-strapped parents are the demographic that is going to do the most shopping online.

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Written by Jeff Mason | Jeff Mason is vice president of marketing at Velaro, where he oversees the company's entire marketing function. Previously, he served as vice president of marketing at Social Solutions and co-founded Artifact Software. He was also vice president of corporate communications and marketing at Sequoia Software.