Who is shopping for groceries on-line? Gomez Advisors (www.Gomez.com), a Lincoln, Mass.-based Internet research firm, the average on-line grocery shopper is affluent, white collar, female and well-educated. But while this demographic drives significant revenues, in order to catch more customers e-grocers must cast a wider net, Gomez reported. Gomez based its study on a survey of 20,000 Internet users. Due to high Internet penetration and a number of offerings, California boasts the most ...

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