While the number of new Internet users in the US and the total number of online buyers are both growing at single digit rates, online sales are experiencing double-digit increases. Credit goes to baby boomers who are increasing their online spending and a cadre of digitally literate young adults who are replacing older Internet shoppers in the e-commerce marketplace. These demographic forces — coupled with the spread of broadband access — are changing the way people shop online and how Web merchants market to them.