The internet has typically been described as a young man's medium. Young men have also been regarded as the typical profile of the early adopters of online shopping. However, as the internet has become more ubiquitous, the profile of the online shopper has come to resemble that of the general population (Stores, 2001). For example in the year 2000 in the USA, women comprised almost 60% of the online shoppers. In a report by Jupiter Media Metrix, consumers age 50 and older now comprise 16% of new online shoppers in the USA and the number is expected to double by 2006.
Department, Program, or Center
International Journal of Retail & Distribution Management. 32. 2. 2005.
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