Table 1.

Descriptive statistics for the sample

Number of households		168
Mean age (main shopper)		51.01
Mean household (HH) size		2.50
Online adopters (based on the year before)		66 (39.29%)
Online shoppers (based on the year of analysis)		73 (43.45%)
Number of shopping events		24099
Online shopping events		1140 (4.73%)

	Online shoppers	All shoppers
Average basket size	23.54	22.40
Median basket size	10.75	11.42
Average basket size (online only)	61.02	60.12
Median basket size (online only)	61.30	60.59
Average basket size (in-store trips only)	19.87	20.52
Median basket size (in-store trips only)	9.58	10.75
Average number of shopping events per week	3.46	3.10