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Digital Shoppers
by Sex
by Generation
by Race/Ethnicity
Source: EMARKETER Forecast, February 2026 - January 2026
Note: ages 14+; digital shoppers are internet users who have browsed, researched or compared products digitally via any device during the calendar year but have not necessarily bought digitally
Additional Note: Digital shoppers are internet users who have browsed, researched or compared products digitally via any device during the calendar year but have not necessarily bought digitally. Internet users are individuals of any age who use the internet from any location via any device at least once per month.
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.