• by December 1, 2000

When it comes to e-commerce, every major research company is trying to predict what's going to happen in the next month. Seeing into the future is fun, but here is an inside look at the consumer group that is driving e-commerce today:

According to Simmons' National Consumer Survey (NCS), men are still more likely to shop online than women, but the gap is closing. This year, 51% of Web shoppers were male and 49% female (compared to 55% and 45% respectively in 1999).

More than half of online shoppers are between the ages of 25 and 44, with the heaviest concentration among 25-34 year olds. More than three-quarters have some college education and are also more likely to hold managerial or professional positions that contributed to their average $74,000 annual household income. Internet shoppers are also twice as likely as the rest of the population to own common stock in a company and 80% more likely to own mutual funds.

Additionally, e-shoppers are generally representative of the U.S. population and include various ethnic backgrounds. African Americans, however, are 40% less likely to purchase online. Interestingly, e-shoppers are three times as likely as the rest of American consumers to have written something that has been published and twice as likely to have addressed a public meeting [I'm officially a statistic!]

Online buyers mimic the U.S. population in regard to the department, clothing and children stores that they frequent. However, they are notably more likely than other consumers to shop at Victoria's Secret, Disney Store, Sports Authority, Eddie Bauer, Nordstrom, and Banana Republic.

This consumer group tends to rely more heavily on magazines to stay informed. Some of their top picks are Details, The Economist, Fortune and Skiing. They also tune into late night network fringe television shows, science fiction and prime- time animation programming. Cable favorites include: E!, Entertainment TV, Comedy Central, VH-1 and Sci-Fi Channel.

Simmons says E-tailers looking to reach online buyers may want to consider advertising on the radio, particularly on stations airing the adult contemporary or alternative programming that is popular with those who buy online.