Table 1 Google shopping ads utilization...

Table 1

Google shopping ads utilization and demographic information (n = 5,808)

Variable	Category	Frequency (n)	%
Access	Laptop/desktop	1,805	31.1
	Smartphone	2,846	49.0
	Tablet	1,135	19.5
	Other	22	0.4
Usage length	≤ 1 Year	1,363	23.5
	2 Years	1,909	32.9
	3 Years	1,637	28.2
	4 Years	519	8.9
	≥ 5 Years	380	6.5
Usage frequency	Rarely	895	15.4
	Sometimes	2,735	47.1
	Often	1,794	30.9
	Always	384	6.6
Usage hours	< 1/2 hour	1,227	21.1
	1/2-to-1 hour	2,240	38.6
	2 hours	1,583	27.3
	3 hours	619	10.7
	≥ 4 hours	139	2.4
Gender	Male	2,243	38.6
Gender	Female	3,565	61.4
Cohort	Generation Z	3,375	58.1
Cohort	Generation Y	2,433	41.9
Education	Grade 8–11	211	3.6
	Grade 12	498	8.6
	Completed grade 12	1,381	23.8
	Postmatric diploma or certificate	1,557	26.8
	Degree	1,651	28.4
	Postgraduate degree	510	8.8

Variable	Category	Frequency (n)	%
Access	Laptop/desktop	1,805	31.1
	Smartphone	2,846	49.0
	Tablet	1,135	19.5
	Other	22	0.4
Usage length	≤ 1 Year	1,363	23.5
	2 Years	1,909	32.9
	3 Years	1,637	28.2
	4 Years	519	8.9
	≥ 5 Years	380	6.5
Usage frequency	Rarely	895	15.4
	Sometimes	2,735	47.1
	Often	1,794	30.9
	Always	384	6.6
Usage hours	< 1/2 hour	1,227	21.1
	1/2-to-1 hour	2,240	38.6
	2 hours	1,583	27.3
	3 hours	619	10.7
	≥ 4 hours	139	2.4
Gender	Male	2,243	38.6
Gender	Female	3,565	61.4
Cohort	Generation Z	3,375	58.1
Cohort	Generation Y	2,433	41.9
Education	Grade 8–11	211	3.6
	Grade 12	498	8.6
	Completed grade 12	1,381	23.8
	Postmatric diploma or certificate	1,557	26.8
	Degree	1,651	28.4
	Postgraduate degree	510	8.8

Source:

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