The line graph illustrates the percentage of people in five age groups who shopped online at different times of the day in 2015.
Overall, online shopping activity generally increased throughout the day and reached its highest levels in the evening before declining sharply at night. In addition, younger adults tended to shop online more frequently than older people, while those aged over 60 consistently recorded the lowest figures.
At the beginning of the day, all age groups showed relatively low levels of online shopping, at around 5-8%. By 9 a.m., the figure for the 45-59 age group had risen markedly to approximately 20%, making it the most active group at that time. In contrast, the proportions for the other age groups increased more gradually, remaining between 10% and 16%.
From midday onwards, online shopping became increasingly popular. The percentages for the 16-24 and 25-34 groups climbed steadily, reaching around 27% and 23% respectively by 6 p.m. A more dramatic rise occurred between 6 p.m. and 9 p.m., when all groups except the over-60s experienced substantial growth. The highest proportion was recorded among 16-24-year-olds at roughly 33% at 9 p.m., closely followed by those aged 25-34 and 35-44.
After 9 p.m., online shopping activity fell across all age groups. By midnight, the figures had dropped to approximately 15% for the youngest adults and around 5% for people aged 60 and above, the lowest level on the chart.