Super shoppers

Less than a quarter of ecommerce shoppers account for 54% of total spending according to Activate Consulting’s Technology & Media Outlook 2024 report. These super shoppers over index by the greatest degree within leisure categories, spending 5.7 times as much on toys and games, and 5.6 times as much on sporting goods than other shoppers. Supper shoppers also represent the largest share of spending on in-person activities, attending 3.1 music concerts over the last twelve months versus 1.2 for other concert goers for instance. This spending data dovetails with Activate’s finding that super fans spend twice the amount of time consuming media compared to all other users, as highlighted in yesterday’s Daily Sketch.

Source: Activate Consulting, October 2023