We might take it for granted, but back in the day personal browsing while on the clock was a taboo. Today’s workforce enjoys the freedom of skipping between business and personal browsing seamlessly. We’re all catching up on Facebook, checking our personal emails, reading articles and even shopped on Amazon during business hours. This is precisely why we at Jumpshot decided to look into what American’s shop for when they’re at work. We found that what people buy is heavily influenced by their age, and that Millennials have indeed made gaming mainstream for adults.

Top ten products purchased during work hours

We analyzed the top ten products purchased on Amazon throughout Q1 of 2016 and found that a whopping 70 percent of the individuals bought amazon products, nearly half of which were Amazon gift cards. The overall best selling individual item is Amazon’s flagship product Kindle Fire. With a promo price of under $50, we can understand why 16 percent of the purchasers purchased this product.

#  Product % of to 10 purchasers
1 Amazon.com Gift Cards 34%
2 Fire, 7″ Display, Wi-Fi, 8 GB 16%
3 TurboTax Deluxe 2015 9%
4 Star Wars: The Force Awakens 8%
5 Amazon Fire TV Stick 8%
6 AmazonBasics High-Speed HDMI Cable – 6.5 Feet 6%
7 AmazonBasics Apple Certified Lightning to USB Cable – 6 Feet 6%
8 Samsung 32GB EVO Class 10 Micro SDHC Card 4%
9

Samsung 64GB EVO Class 10 Micro SDXC Card

4%
10 Samsung 850 EVO 250GB 2.5-Inch SATA III Internal SSD 4%

Millennials love their games

Millennials displayed a very focused purchase pattern, with 62 percent of the purchases revolving around  console games, such as The Legend of Zelda and Fire Emblem Fates. It’s interesting that opposed to the general theme Amazon products are much less popular among Millennials, accounting for 31 percent of the conversions.

# Product % of to 10 purchasers
1 Amazon.com Gift Cards 24%
2 The Legend of Zelda: Twilight Princess HD – Wii U                     12%
3 Fire Emblem Fates: Conquest – Nintendo 3DS 10%
4 Tom Clancy’s The Division – PlayStation 4 9%
5 Fire Emblem Fates: Birthright – Nintendo 3DS 9%
6 Pokken Tournament – Wii U 8%
7 Star Wars: The Force Awakens 7%
8 Dark Souls III: Day 1 Edition – PlayStation 4 7%
9 SteelSeries QcK Gaming Mouse Pad 7%
10 Fire, 7″ Display, Wi-Fi, 8 GB 6%

35 and older get serious

Tax season is upon us, and individuals 35 years of age and older know it. The leading individual product purchased by this age group was TurboTax software, accounting for 10 percent of the activity. Beyond that, the older generations adhere to the general trends of favoring Amazon’s own products, with an astonishing 71 percent of purchasers buying a Amazon products.

# Product % of to 10 purchasers
1 Amazon.com Gift Cards 32%
2 TurboTax Deluxe 2015 10%
3 Fire, 7″ Display, Wi-Fi, 8 GB 17%
4 Amazon Fire TV Stick 9%
5 Star Wars: The Force Awakens 7%
6 AmazonBasics Apple Certified Lightning to USB Cable – 6 Feet 7%
7 AmazonBasics High-Speed HDMI Cable – 6.5 Feet 6%
8 Georgia-Pacific Spectrum® Standard 92 Multipurpose Paper 5%
9 Samsung 32GB EVO Class 10 Micro SDHC Card 4%
10 Amazon Echo 4%

Bottom line: Amazon is great at selling, especially their own products. And customer demographics impact the types of products we buy. Millennials display a strong inclination toward gaming, while Gen Xers and Baby Boomers are more inclined to purchase the latest Amazon gadget. Tidbits like these are fundamental in optimized outreach, identifying opportunities to reach potential customers and tailoring your offering. We’ll continue to share our data-driven insights with you, so stay tuned!