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 Among
African-Americans, 40.6 percent now shop online, compared to
27.1 percent five years ago. More than 20 percent now make five
or more purchases in a year.
Online shopping by
African-Americans, Asians, Hispanics and other minorities has
increased dramatically during the past five years, according to
a report from The Media Audit.
The report contains data from 88 markets with an aggregate adult
population of approximately 145 million, 58 million which are
members of a minority.
Among African-Americans, 40.6 percent now shop online, compared
to 27.1 percent five years ago. More than 20 percent now make
five or more purchases in a year and 10.9 percent make more than
twelve purchases. The total adult African-American population in
the 88 markets surveyed is approximately 17.6 million.
Seventy percent of Asians now shop online, compared to 55.8
percent five years ago. More than 46 percent make five or more
purchases in a year and 24.9 percent make 12 or more purchases.
The total adult Asian population in the 88 markets surveyed is
approximately 8.8 million.
According to the report, 41.8 percent of Hispanics now shop
online, compared to 27.7 percent five years ago. In addition,
23.5 percent of Hispanics make five or more purchases in a year
and 12.3 percent make 12 or more purchases. The total adult
Hispanic population in the 88 markets surveyed is approximately
23.3 million.
All other minorities in the survey are grouped and total
approximately 8.5 million. Slightly more than 52 percent shop
online, 33.9 percent make five or more purchases in a year and
19.5 percent make 12 or more purchases.
Among all adults surveyed, 55.8 percent now shop online,
compared to 44.1 percent in 2002. In addition, 35.7 percent made
five or more purchases and 19.8 percent made 12 or more
purchases.
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