Age Distribution of Online Shopping Categories in Italy

The latest update of the Statista Consumer Insights survey shows the top 10 product categories that online shoppers in Italy have bought in the past year.

The results indicate that the age group of 45- to 54-year-old users in Italy makes up the largest percentage of shoppers in most categories. In Shoes (26%) and Household Appliances (24%), they tie with the 35- to 44-year cohort, whereas in the other product groups, the former’s ratio ranges from 23% in Bags & Accessories to 30% in Drugstore & Health Products. Additionally, respondents aged 35 to 44 exceed the 45-54 age group only in Bags & Accessories by one percentage point (24%). Thus, the 35- to 44-year-old shoppers in Italy have the second-largest shares in most categories, competing in that regard with the 25- to 34-year-olds who have bought more Books, Movies, Music & Games (21%), Food & Drinks (22%) and Pet Products (21%) than them.   

The lowest shares are seen in the fringe cohorts, 18 to 24 years and 55 to 64 years. Here, older users in Italy have bought more products than the up to 24-year-olds who only purchased a larger share of Bags & Accessories (16%) than the oldest cohort. Their biggest ratio is seen in the categories Drugstore & Health Products and Pet Products with 23% each.