Commentary

Dayparts, Age and Affluence Influence Internet Shopping Patterns

Dayparts, Age and Affluence Influence Internet Shopping Patterns

New research from The Media Audit shows 1 p.m. to 6 p.m. to be the most popular "daypart" among online shoppers who made 12 or more purchases during the past year. "The data shows online shoppers generally get started at 8 a.m. and keep shopping until 10 p.m. with just a slight slowdown around the lunch hour," says Bob Jordan, president of International Demographics.  "At 10 p.m. there is a serious decline in online purchasing and at midnight it is even more pronounced," adds Jordan. 

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The collective adult population of the 87 metropolitan markets surveyed regularly by The Media Audit exceeds 137 million:

  • 93.9 million logged on during an average month
  • 21.4 million made 12 or more purchases during the past year
  • 41.2 million made 5 or more purchases
  • 68.6 million made at least one purchase
  • 48.3 million logged on at work and 29.1 percent or 14.1 million said they made 12 or more purchases during the year
  • 85.3 million logged on at home and 23.8 percent or 20.3 million made 12 or more purchases 

Affluence has a very definite impact on Internet shopping.12 or more purchases were made by:

  • Slightly more than 18% of those earning $35,000 to $49,999
  • 21% of those earning $50,000 to $74,999
  • 25.7% of those earning $75,000 to $99,999.
  • 34% of those with incomes of $100,000 to $149,000
  • 45.1% of those earning $150,000 or more

Age groupings were much more revealing than were the income figures:

  • 9.7 percent of the 12-time purchasers were under the age of 25
  • 52.4 percent were between the ages of 25 to 44.

When internet dayparts are examined, 30.2 percent of men who logged on between 8 and 11 a.m. made 12 or more purchases in the past year. Between midnight and 8 a.m. 35.9 percent of the men who access during this daypart made 12 or more purchases.  Of the women who logged on between 8 and 11 a.m., 25.4 percent made 12 or more purchases and move up to 30.2 percent between midnight and 8 a.m.

The daypart examples offered here, says Jordan," are simply a glimpse of the volume of data that has been compiled to produce an understanding of dayparts and what they mean to advertisers.

For more data, see The Media Audit.

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