Although the ongoing study by The Integer Group has shown an increase in online shopping over the last three years, the latest study is showing online shopping overall has leveled out. Even though online shopping is steady, Boomers are continuing to increase their online purchases (up 4.5 percent since 2011) and Millennials who said they are purchasing more online is down 7 percent from 2011. This was revealed in the latest issue of The Checkout , an ongoing shopper behavior study conducted by Integer and M/A/R/C Research.
"Millennials may be feeling the pinch of a still-slow economy and making the decision to watch spending more closely. It could also be that we are starting to reach a plateau in online-shopping adoption," said Craig Elston, senior vice president, Insight & Strategy at The Integer Group.
Even though many shoppers in the survey noted that they are shopping about the same amount online as they were three months ago, there are some interesting shifts in purchase categories. Since the January 2012 issue of The Checkout, online purchase of health and beauty has increased significantly among shoppers aged 50 to 64, growing nearly 12 percent. The percentage of 18- to 24-year-olds who say they've purchased any products online, even once, has dropped in all categories except books, music, and tickets. Overall, none of these categories saw major growth from 2011 to 2012.
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