| Online activity | Research a product | Buy or make travel reservation | Participate in an online auction | Pay to download digital content | Buy or sell stocks online |
| Gender | |||||
| Male | 50% | 50% | 59% | 60% | 62% |
| Female | 50 | 50 | 41 | 40 | 38 |
| Age | |||||
| 18-29 | 26 | 24 | 25 | 32 | 21 |
| 30-49 | 44 | 44 | 50 | 42 | 45 |
| 50-64 | 24 | 26 | 22 | 19 | 27 |
| 65+ | 6 | 7 | 3 | 7 | 8 |
| Race | |||||
| White (not Hispanic) | 72 | 72 | 79 | 66 | 75 |
| Black (not Hispanic) | 10 | 9 | 6 | 11 | 7 |
| Hispanic (English speaking) | 10 | 11 | 7 | 12 | 9 |
| Other | 6 | 6 | 7 | 10 | 9 |
| Education | |||||
| Less than high school | 7 | 4 | 5 | 7 | 4 |
| High school grad | 27 | 23 | 23 | 25 | 19 |
| Some college | 28 | 31 | 34 | 31 | 22 |
| College + | 37 | 41 | 39 | 37 | 55 |
| Income | |||||
| Under $25K | 14 | 10 | 10 | 13 | 7 |
| $25K-$40K | 12 | 11 | 11 | 17 | 13 |
| $40K-$60K | 18 | 17 | 15 | 15 | 12 |
| $60K-$100K | 21 | 24 | 26 | 18 | 22 |
| Over $100K | 17 | 20 | 22 | 19 | 28 |
| Don’t know/Refused | 18 | 18 | 16 | 18 | 18 |
| Region | |||||
| Urban | 25 | 24 | 23 | 27 | 28 |
| Suburban | 51 | 51 | 53 | 45 | 51 |
| Rural | 13 | 13 | 13 | 12 | 13 |
| Internet connection | |||||
| Has broadband at home | 72 | 78 | 84 | 77 | 79 |
| Number of cases | 1,365 | 1,088 | 422 | 259 | 200 |
| Source: Pew Internet | |||||