Black and Hispanic shopping online grows in numbers and frequency

(March 21, 2008) According to a new report from The Media Audit, online shopping by African-Americans,  Hispanics, Asians 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


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