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Minority Shopping Online Up In Numbers and Frequency
by Jack Loechner, Friday, March 21, 2008 8:15 AM
Minority Shopping Online Up In Numbers and FrequencyAccording to a new report from The Media Audit, Online shopping by African-Americans, Asians, Hispanics and other
minorities has increased dramatically during the past five years. "The 88 markets surveyed for this report have an aggregate adult population of approximately 145 million and 58 million of those
adults are members of a minority," says Bob Jordan, president of International Demographics, Inc. Among 17.6 million African-Americans in the 88 markets surveyed:
- 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
- 10.9 percent make more than twelve purchases
a year
Among 8.8 million Asians in the markets surveyed:
- Seventy percent shop online, compared to 55.8 percent five years ago
- More than 46 percent make
five or more purchases in a year
- 24.9 percent make 12 or more purchases annually
Among the 23.3 million Hispanics surveyed:
- 41.8 percent of
Hispanics shop online, compared to 27.7 percent five years ago
- 23.5 percent of Hispanics make five or more purchases in a year
- 12.3 percent make 12 or more purchases a year
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
- 19.5 percent make 12 or more purchases annually
Among all adults surveyed:
- 55.8 percent now shop online, compared
to 44.1 percent in 2002
- 35.7 percent made five or more purchases in a year
- 19.8 percent made 12 or more purchases
For
more information from the Data Source, please visit here: