July 25, 2008

Benchmark 2008: The Web Purchasing Power Of Gen X

North American Consumer Technographics

This is the 15th document in the "State Of Consumers And Technology: Benchmark 2008" series.

by Sucharita Mulpuru

with Carrie Johnson, Charles S. Golvin, Peter Hult

Executive Summary (This is a document excerpt)

Despite recent economic woes, online retail sales are projected to grow 17% in 2008 and surpass the $200 billion mark. Further, the bulk of online retail sales are driven by tenured Gen Xers and Boomers, a cross-section of the Web buyer population that values the convenience of the online channel and is actively spending more on the Web. These folks are less price-sensitive, disproving the theory that online shopping inevitably leads to brand-disloyal shoppers. Gen Xers account for 34% of all online shoppers, while Boomers represent 38%.

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