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Amazon vs. Target: These shoppers skew wealthier

You can tell a lot about someone by where they shop: Their likes, their dislikes — even their salary.

Cowen and Co. analyst John Blackledge surveyed 2,500 U.S. consumers to determine the median age and average household income for shoppers at several major retailers. His first finding: Not all Amazon shoppers are created equal.

Amazon Prime box, Amazon Prime
David Paul Morris | Bloomberg | Getty Images

According to Blackledge, Amazon purchasers have an average household income of $62,900 and a median age of 40. Its subscription Prime shoppers, on the other hand, have an average household income of $69,300, and a median age of 36.5 years.

Overall, the online retailer's average shopper earns roughly 8 percent more than the survey average of $58,000, though they're slowly losing their advantage. In 2014, the average household income of an Amazon shopper was $63,000; back in 2013, it was $63,900.

Blackledge attributed this slide, which is also occurring among Prime shoppers, to Amazon "broadening its customer footprint." He estimates that 41 million U.S. consumers are subscribed to Prime, which would represent about half of its shoppers. That's up from roughly 41 percent penetration a year ago.

According to the study's findings, Amazon shoppers, on average, earn roughly 12 percent more than those who shop at Wal-Mart. However, they earn 6 percent less than those who shop at Target, 19 percent less than Costco's shoppers and 21 percent less than Macy's.

The results also showed that more affluent consumers skew toward retailers' websites. Whereas the average Macy's shoppers earns $79,400, the average shopper on its website has a household income of $82,200.

For the full results, see below.

Household income by customer base

Retailer
Average Salary
Walmart $56,000
Survey average $58,000
Walmart.com $61,000
Amazon $62,900
Target $66,800
Amazon Prime $69,300
Target.com $69,900
Costco $77,400
Macy's $79,400
Macys.com $82,200
Cowen and Company