Super users, or users that use the internet more than the average user, were responsible for 60 percent of e-commerce spending in 2022, according to a study done that year. All other users, using the internet at a normal rate or less, acounted for the remaining 40 percent of online spending.
Distribution of e-commerce spending in the United States in 2022, by user type
According to the source: "Super Users account for a disproportionately large share of time and spend across all major media and technology verticals, including video, gaming, music, podcasts, messaging and social media, eCommerce, Metaverse, live events, mobile data, and more.
They "represent 22% of the U.S. population" and "spend more than double the amount of time consuming media as all other users."
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Activate. (October 26, 2022). Distribution of e-commerce spending in the United States in 2022, by user type [Graph]. In Statista. Retrieved January 08, 2025, from https://www.statista.com/statistics/1345217/e-commerce-spend-share-by-user-type/
Activate. "Distribution of e-commerce spending in the United States in 2022, by user type." Chart. October 26, 2022. Statista. Accessed January 08, 2025. https://www.statista.com/statistics/1345217/e-commerce-spend-share-by-user-type/
Activate. (2022). Distribution of e-commerce spending in the United States in 2022, by user type. Statista. Statista Inc.. Accessed: January 08, 2025. https://www.statista.com/statistics/1345217/e-commerce-spend-share-by-user-type/
Activate. "Distribution of E-commerce Spending in The United States in 2022, by User Type." Statista, Statista Inc., 26 Oct 2022, https://www.statista.com/statistics/1345217/e-commerce-spend-share-by-user-type/
Activate, Distribution of e-commerce spending in the United States in 2022, by user type Statista, https://www.statista.com/statistics/1345217/e-commerce-spend-share-by-user-type/ (last visited January 08, 2025)
Distribution of e-commerce spending in the United States in 2022, by user type [Graph], Activate, October 26, 2022. [Online]. Available: https://www.statista.com/statistics/1345217/e-commerce-spend-share-by-user-type/
