It's a small world after all

Online shopping by African-Americans, Asians, Hispanics and other minorities has increased dramatically in the past five years, according to (pdf) a report from The Media Audit, MarketingCharts writes.

"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," said Bob Jordan, president of market research firm International Demographics, Inc., which produces The Media Audit.

Among the findings:

• Of all adults surveyed, 55.8 percent now shop online, compared with 44.1 percent in 2002. In addition, 35.7 percent make five or more purchases in a year, and 19.8 percent make 12 or more purchases.
• Among African-Americans, 40.6 percent now shop online, compared with 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 12 purchases.
  • The total adult African-American population in the 88 markets surveyed is approximately 17.6 million.
• 70 percent of Asians now shop online, compared with 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.
• 41.8 percent of Hispanics now shop online, compared with 27.7 percent five years ago:
  • 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.

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