Consumer buying behavior is shifting online, driven in part by the availability of products in online stores and convenience of Amazon Prime. A new report by retail-industry analysts at IHL Group found that 55% of American households are now Prime members, along with 69% of households than earn over $100,000. According to the report, Prime members behave differently than consumers who don’t have access to the free, two-day shipping that Prime provides. This is especially true for Prime members who can’t find what they want in a brick-and-mortar store. IHL’s research suggests Prime members approach buying products differently than non-Prime members. A Prime member will first ask themselves if they need what they’re after in less than two days; if so, they’ll then head to the store. Read more at Quartz.