In summary, online shoppers can differ from offline shoppers in terms of profiles. Online shoppers tend to be younger, wealthier, better educated, have higher 'computer literacy' and more disposable income. However, perhaps as the Internet becomes a more mainstream shopping channel the differences in consumer profiles will not be so marked as wider sectors of the world at large are able to gain access to digital channels. The next part of this section explores the expectations and motivations of online consumers (see also Activity 10.1).

Mini Case Study 10.1

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