A recent survey of 4,000 Americans found that the Internet is breeding the “hyper-shopper,” a new kind of consumer who uses all media channels more intensively to seek the best information for personal shopping decisions.
Approximately 13.5 million shoppers fit the description. They are defined as shoppers who spend at least $500 online and also spend $500 or more offline after first seeking information online. Altogether, they comprise about 19% of the 72 million Americans who now use the Internet in some way for shopping. Three out of five are men. They average five years of online experience, according to market research firm Dieringer Research Group.
Hyper-shoppers tend to be better educated, making them more skilled at finding and manipulating information, according to the survey. They also report a household income of $66,100, well above the U.S. median of $37,600.
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