Figure 16: Customer Profile
One of the most surprising findings of the research is that many of the e-commerce companies surveyed do not gather data about the age of their customers, and do not have age-specific strategies or strategies that specifically target millennials. From a sub-sample of three survey respondents that provided this data, it seems that the largest proportion of customers are millennials, 20-35 years of age, representing almost 2/3 of the customer base. The slightly older age group of 36-45 years represents about a quarter of the customer base, and forms an important segment. Moreover, based on a sub-sample of four survey respondents, the gender of e-commerce buyers seems to be split equally, and may diffffffer marginally according to product offffffering – for example, a fashion retailer shared that 60% of their customers are female, whereas an electronics retailer claimed to have 45% female customers only.