| % each demographic group who make up the purchasing and non-purchasing population |
Online purchasers | Haven’t bought online |
| Gender | ||
| Male | 49% | 49% |
| Female | 51 | 51 |
| Age | ||
| 18-29 | 26 | 24 |
| 30-49 | 46 | 37 |
| 50-64 | 23 | 28 |
| 65+ | 6 | 12 |
| Race/ethnicity | ||
| White (not Hispanic) | 74 | 66 |
| Black (not Hispanic) | 10 | 11 |
| Hispanic (English speaking) | 10 | 18 |
| Education | ||
| Less than high school | 6 | 11 |
| High school grad | 29 | 25 |
| Some college | 25 | 42 |
| College + | 39 | 21 |
| Income | ||
| Under $25K | 13 | 19 |
| $25K-$40K | 12 | 15 |
| $40K-$60K | 17 | 18 |
| $60K-$100K | 22 | 16 |
| Over $100K | 19 | 7 |
| Don’t know/Refused | 17 | 25 |
| Region | ||
| Urban | 25 | 27 |
| Suburban | 50 | 47 |
| Rural | 14 | 15 |
| Internet use | ||
| Has broadband at home | 77 | 53 |
| Number of cases | 1,111 | 570 |
| Source: Pew Internet & American Life Project Survey | ||