Digital Market Outlook: UK toys & babyware e-commerce users by income 2017

The graph presents the share of toys and babyware e-commerce users in the United Kingdom in 2017, broken down by income. In 2017, the share of low-income users amounted to approximately 28 percent. An overview of all Digital Markets can be found here.
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Distribution of toys and babyware e-commerce users in the United Kingdom (UK) in 2017, by income

Characteristic	Share of users
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Release date

January 2018

More information

Region

United Kingdom

Survey time period

January 2018

Supplementary notes

* Income is defined as personal net income and is divided into three categories:
- Low income is defined as the country-specific bottom third of the personal income allocation.
- Medium income is defined as the country-specific average third of the personal income allocation.
- High income is defined as the country-specific top third of the personal income allocation.

The e-commerce market segment toys and babyware includes the sale of toys, and products for infants (e.g. clothing, baby changing products, care products, baby food, bottles, nursing products, playpens, strollers, and car seats). Examples of online shops in this eCommerce segment are mothercare.com and childrensplace.com.

Further information on methodology can be found here.

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