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	July 25, 2008 Benchmark 2008: The Web Purchasing Power Of Gen X North American Consumer Technographics by Sucharita Mulpuru with Carrie Johnson, Charles S. Golvin, Peter Hult

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Executive Summary

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%.

TABLE OF CONTENTS

• Gen Xers Comprise More Than One-Third Of Online Shoppers
  • Boomers Dominate Online Shopping
• Supplemental Material

This is an excerpt

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