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.
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.