The line graph illustrates the percentage of online shopping activity across different times of the day in 2015, categorized by age groups.
Overall, online shopping activity steadily increases throughout the day, peaking between 8 pm and 10 pm before declining. Younger demographics exhibit the highest engagement, while older individuals participate less frequently but follow a similar trend.
In the morning, all age groups demonstrate relatively low shopping activity, with percentages remaining below 10% before 9 am. As the day progresses, engagement gradually rises, particularly after noon, where the 25-34 age group surpasses 20%. The 16-24 and 35-44 age cohorts also show consistent increases, while older demographics lag slightly behind.
A significant surge occurs after 6 pm, culminating in a peak between 8 pm and 10 pm, when online shopping reaches its highest levels. The 25-34 age group records the highest activity at approximately 32%, followed closely by the 16-24 and 35-44 cohorts, both exceeding 30%. The 45-59 demographic peaks at around 27%, whereas the 60+ age group remains the least active, reaching just under 25%.
Following this peak, a sharp decline is observed across all age groups after 10 pm, reflecting a reduction in consumer activity during late-night hours. Despite differences in overall engagement levels, all age groups exhibit a similar shopping pattern, with evening hours being the most preferred for online purchases.