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	September 17, 2007 Benchmark 2007: Retail Most Online Shoppers Are Early Adopters by Sucharita Mulpuru with Charles S. Golvin, Peter Hult, Brian Tesch, April Lawson

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Executive Summary

While online shopping continues to grow at a blistering double-digit pace, much of that growth results from the significant amount that the most tenured online shoppers spend online. Although they are 36% of the North American population, Early Adopters are 53% of online shoppers and exhibit two particularly important features critical to online businesses: They value convenience in their shopping experiences, and they actively shop across channels (i.e., in stores as well as online).

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