Picture of Online Shoppers Specific Focus on Davis, California

Growth in online shopping market share will likely lead to changes in consumer travel patterns. In response to the inevitable transportation impacts of online shopping, a detailed exploratory analysis of shopping survey data (excluding food purchases) was conducted with Davis, California, as a case study. Davis was notable for its lack of major big-box retailers and relative geographic isolation; these factors suggest that it could be particularly well suited to online shopping. Results of the analysis indicated that income and age were associated with a greater likelihood of shopping online, whereas no significant effects were found for gender or the built environment. Online shoppers were also associated with a greater concern for the environment and local community, as well as a positive sentiment toward technology. The study results, though reflecting the unique shopping context in Davis, provide insights into the characteristics and motivations of online consumers.