Gender, age, income all factor into online spending habits

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Differences in gender, age and income level affect online retail behavior of both women and men, according to an online survey of 1,200 U.S. Internet users by consultancy Ernst & Young. While both men and women selected Amazon.com, Barnes & Noble and CDNow as their favorite sites. But further on the list, men favor sites that specialize in electronics, entertainment and home/office supplies; women turn to sites that feature health and beauty products, apparel and even e-greetings. Based on its findings, Ernst & Young suggests e-retailers focus merchandising and marketing efforts according to their primary target audiences.

Copyright April 2000, Crain Communications Inc.

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