Not all retailers have the same customer base. Of course, that makes sense. But, have you ever wondered how customer bases varied between sites? Obviously Saks Fifth Avenue is going to attract a different clientele than, say, Walmart, but what about the rest? The graphic below illustrates the differences in customer demographics across North America’s largest online retailers. It takes into consideration factors such as: gender, age, education level, income level, and ethnicity. Some of the findings may be surprising:

(click image to enlarge)