More Americans still prefer to shop in a physical store (49 percent) than shop online (38 percent). But among shoppers who are younger than 40, 48 percent prefer to shop online. People in households with more than $70,000 in household income also have a preference for shopping online.

The findings from the Saint Leo University poll tend to reinforce what we know about technology usage, said John Pantzalis, Saint Leo University associate professor of marketing. Younger people can be earlier adopters of innovation, as can more affluent consumers. “Online shopping is a matter of technology and education,” he said.

The online survey of 1002 adults was conducted December 1-6 and has a margin of error of about three percent.

To view poll results click here.