internet - Users too poor or not willing to buy online?

I'm still working my way through the excellent report by Guo Liang on the internet users in China. There is one major difference I saw with earlier data, for example by the 6-monthly CNNIC-reports. Those data, based on information by individual users, shows that most Chinese occupants of cyberspace are each time younger and partly for that reason without the means to purchase online - even if they wanted to.
Guo Liang sees increased internet use as the income goes up, perhaps he uses households as a sampling method. Because mostly children go online, who are poor as an individual, they might be more wealthy when you look at them as a part of a household. Also in Guo's research internet users do not buy online, but more because they do not trust the way of buying online, not because they do not have the means.
Both methods are of course valid, you can use both individuals or households as the basis for your research. But when the results are that different, it is still be bit confusing.