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Here’s How Americans Shop Online

Photo: Courtesy of Stylight

Monday is the biggest online shopping day in the United States, according to one of the key findings in a Stylight report released this week, with Q2 activity peaking on May 9 in particular.

The fashion aggregator, based in Munich, Germany, analyzed the behavior of the American consumer so far in 2016 and discovered that 80 percent of online shoppers were women, specifically those who tend to shop for specific brands rather than browse.

Of the 90 percent of Americans who told Emarketer they purchased something online at least once in the last three months, Stylight’s data found that the majority (27 percent) of online shoppers ranged in age from 25 to 34 (Millennials), followed by 35 to 44 years olds at 20 percent. Somewhat surprising was the site’s discovery that more people age 45 to 54 (19 percent) shopped online than those age 18 to 24 (18 percent).

Where did most of this activity take place? On the go, Stylight said, noting that its mobile traffic grew by more than half (52.7%) in the first semester of this year versus 2015, though it’s not made clear how many months that is. That being said, 57 percent of Stylight traffic came from mobile in Q2 and 43 percent from desktop computers.

Of the Millennials that shop on, 72 percent are women and 28 percent are men. Regardless of gender, however, American Millennials—who make up one-fourth of the U.S. population and contribute 21 percent of retail spending—are impulse shoppers. Eighty-three percent will buy an item the same day they find their desired product, while 50 percent admitted to purchasing something from the “suggested items” displayed as they browsed an online retail site.

What’s trending this summer? Navy is, for one. In the last quarter navy blue performed best in evening dresses, jumpsuits and sneakers, Stylight said. Meanwhile, the top five performing brands were Converse, Birkenstock, Michael Kors, Vans and Adidas.

Founded in 2008, Stylight recently said its revenue had more than quadrupled since its launch (but didn’t provide any hard numbers). It currently has operations in 15 countries worldwide, including the U.S. and Canada.