Home/Insights/Internet users by ageAug, 2024 - Jul, 2025
United Kingdom

Internet users by age

This report analyzes traffic from users across different age groups and how they interact with the e-commerce sites they are visiting. Grips Intelligence is dedicated to providing unparalleled insights into the ever-evolving landscape of e-commerce. With our cutting-edge technology and vast data repository, we offer in-depth analyses and benchmarks for the most sought-after metrics.

Internet users by age

Traffic share by users’ age

The share of traffic by users’ age

27%
18-24
27%
25-34
22%
35-44
12%
45-54
7%
55-64
5.2%
Other

Sessions share over time by users’ age

Share of sessions in % from Aug, 2024 to Jul, 2025
18-24
25-34
35-44
45-54
55-64
Other

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Conversion rate by users’ age

The conversion rate by users’ age

1.6%
55-64
1.6%
45-54
1.4%
65+
1.3%
25-34
1%
35-44
0.78%
Other

Conversion rate over time by users’ age

Conversion rate from Aug, 2024 to Jul, 2025
55-64
45-54
65+
25-34
35-44
Other

Average order value by users’ age

The average order value by users’ age

$133
45-54
$128
25-34
$123
55-64
$118
35-44
$109
18-24
$105
Other

Average order value by users’ age

Absolute values in $ from Aug, 2024 to Jul, 2025
45-54
25-34
55-64
35-44
18-24
Other


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