More "Tire-Kickers" Than Buyers

by , Aug 27, 2001, 12:00 AM
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More "Tire-Kickers" Than Buyers

A recent study from Cultural Access Group finds that, overall, internet users prefer to research product information online. The report shows that only 31% of online African Americans and 32% of online Hispanics in the US have made online purchases, compared to 69% of the general US market.

OnLine Product Researchers and Purchasers in the US by Race (Jan, 2001) as % of Internet Users in Each Category

+-----------+---------+-----------+-----------+
|           | General | Hispanic  |  African  |
|           | Market  |           | American  |
+-----------+---------+-----------+-----------+
| Research  |   74%   |    59%    |    54%    |
| Purchase  |   69    |    32     |    31     |
+-----------+---------+-----------+-----------+
Source: Cultural Access Group, August 2001 With more than 3400 survey responses, the study determined that compared to the general market, a greater percentage of online African Americans and Hispanics are not comfortable with using their credit cards online to make purchases.

Responses to Question "I'd be comfortable purchasing with my credit card on the Internet."

+-----------+---------+----------+----------+
|           | General | Hispanic | African  |
|           | Market  |          | American |
+-----------+---------+----------+----------+
| Agree     |   76%   |   47%    |   39%    |
| Disagree  |   16%   |   38%    |   49%    |
+-----------+---------+----------+----------+
Source: Cultural Access Group, August 2001

In addition to this data, A July report from Pew Internet and American Life found that 41% of Hispanic internet users and 40% of African American internet users have bought something online. eMarketer estimates that 33% of Hispanics in the US are online, and the 2000 US Census reports that there are roughly 35.3 million Hispanics in the US.

Learn more at eMarketer.

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