The Lifestyles of the Online Shoppers
What do Internet users do when they're not online, and how does it differ from those without Internet access? Scarborough Research profiles their lifestyles and sheds some light on the subject.
Internet shoppers view convenience and time management as key elements in their active lifestyles, and are usually wealthy, well-educated, and male, according to a study by Scarborough Research.
The Scarborough study focused on three segments of Internet market shoppers: E-shoppers (adults age 18 and over who shop on the Internet), the “wired but wary” (Internet users who are not yet shopping online), and the unwired (those who have no Internet access at all).
Nearly 60 percent of e-shoppers are male, 70 percent attended college, and 65 percent have white-collar jobs. More than a third (36 percent) have a household income of $75,000 or more. Three-quarters of Internet users are not yet shopping online. This group has similar habits and lifestyles to e-shoppers, but their Internet usage patterns aren’t as diverse, Scarborough found.
“E-shoppers clearly evidence a rich, active, and diverse lifestyle,” said Bob Cohen, president of Scarborough Research. “Given their predisposition and time constraints, it is not surprising that the choice and convenience provided by e-commerce offers attractive benefits for this segment. Moreover, their distinct lifestyle orientation would suggest further opportunities for even greater involvement in e-commerce.”
Scarborough found that e-shoppers’ active lifestyle includes traveling and a plethora of other leisure activities. More than half have taken a trip abroad in the past year, and 37 percent belong to frequent flyer programs. Forty-five percent have attended a professional sporting event in the past year, and 24 percent have health club memberships. Other lifestyle activities include photography (34 percent), swimming (52 percent), biking (40 percent), and camping (24 percent).
The “Wired but Wary” group that has Internet access but has not shopped online represents 75 percent of the online community. Just like their e-shopper counterparts, the wired but wary live similar active lives. Scarborough found their demographic and lifestyle patterns are directionally the same but not as pronounced as the e-shopper. The wired but wary group are not diversified Internet users, and use it primarily for email.
“The wired but wary segment may need some additional enticements to shop online,” Cohen said. “Despite the fact that they are engaged in some online activities, the benefits of online shopping are obviously not self-evident to this group. E-commerce providers will have to engage in further incentives to appeal to them.”
More than half (54 percent) of the total adult population measured by Scarborough are without Internet access (the Unwired). They lead a less active lifestyle, are 55 percent female, and almost half are over age 50. The unwired lead a slower lifestyle. Only 40 percent use ATMs, less than 10 percent has health club memberships, and only 28 percent have attended a professional sporting event in the past year.
The Scarborough data is based on interviews with more than 85,000 randomly selected interviews conducted among US adults in 64 markets.
| Internet User Profiles | |||
|---|---|---|---|
| Demographic | Percent | ||
| E-Shoppers | Wired but Wary | Unwired | |
| Men | 57 | 50 | 45 |
| Women | 43 | 50 | 55 |
| Ages 18-34 | 40 | 37 | 27 |
| Ages 35-49 | 41 | 37 | 26 |
| Age 50+ | 18 | 26 | 46 |
| High School or Less | 30 | 35 | 59 |
| Some College (1-3 years) |
34 | 35 | 27 |
| College Graduate or More (4+ years) |
35 | 30 | 15 |
| White Collar | 65 | 61 | 33 |
| Blue Collar | 19 | 21 | 24 |
| Household Income | 41 | 49 | 72 |
| Household Income $50,000-$74,999 |
22 | 22 | 14 |
| Household Income $75,000+ |
36 | 29 | 14 |
| Lifestyle Activities | |||
| Bicycling | 40 | 37 | 23 |
| Camping | 24 | 22 | 17 |
| Swimming | 52 | 46 | 31 |
| Hiking/Backpacking | 20 | 17 | 8 |
| Photography | 34 | 26 | 18 |
| Seen 3+ Movies in Past Month | 36 | 31 | 20 |
| Attended Pro Sporting Event | 45 | 41 | 28 |
| Belong to Health/Exercise Club | 24 | 20 | 9 |
| Used ATM Card | 75 | 65 | 41 |
| Made Foreign Trip in Last Three Years |
54 | 49 | 34 |
| Belong to Frequent Flyer Program | 37 | 28 | 11 |
| Household Owns Cell Phone | 64 | 59 | 36 |
| 10+ Times Fast Food in Past Month |
31 | 24 | 20 |
| Bought from TV Shopping Show | 19 | 12 | 11 |
| Bought from Direct Mail | 75 | 61 | 56 |
| Ways in Which Internet is Used | |||
| Automobile Information | 39 | 19 | |
| 94 | 80 | ||
| Financial Services/Information | 47 | 25 | |
| Games | 43 | 31 | |
| Medical Services/Information | 30 | 16 | |
| News | 67 | 37 | |
| Real Estate Listings | 21 | 10 | |
| Research/Education | 67 | 42 | |
| Source: Scarborough Research | |||
