Think you know what online shoppers want? Think again.

Some current ecommerce trends challenge gender and age group stereotypes, a new report from Gale’s commerce team found. The survey showed that men make more impulse buys online than women, and that younger consumers like seeing personalized ads in multiple places.

Still, there are clear trends within certain groups of shoppers. To capitalize on those trends, brands need to understand why each audience is buying online to begin with—and what purpose that serves in their lives, explained Dan Maguire, director of retail media at Gale.

“The biggest opportunity lies in understanding that different audiences engage with commerce in fundamentally different ways,” he said.

Drop your gender assumptions

Digital purchases are increasingly popular across the board: 86% of respondents said they buy something online at least once a month, and about half say they do so weekly.

But when broken down by gender, the data showed that men are more impulsive shoppers.