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While online shopping continues to grow at a blistering double-digit pace, much of that growth results from the significant amount that the most tenured online shoppers spend online. Although they are 36% of the North American population, Early Adopters are 53% of online shoppers and exhibit two particularly important features critical to online businesses: They value convenience in their shopping experiences, and they actively shop in stores as well as online. The fact that 57% of online adults have purchased something through a Web site in the past three months has created the perception that broad swaths of the population now shop online and that buying online is a mainstream activity, Forrester says.