2010 Online Purchasing Patterns of
Affluent African Americans
A Strategic Insights Paper no Marketer Should be Without
This report, published in January 2010, explores the online purchasing patterns of Affluent African American consumers in the United States. For purposes of this report, Affluent African Americans are defined as individuals earning $75,000 or more annually or households earning $150,000 or more. The report looks at the influence of technology on the purchase decisions of this market segment.
Based upon the 2009 Diversity Affluence Affluent Ethnic Population study, there are an estimated 819,700 African American individuals in the U.S. who earn at least $75,000 per year. Given this large population and grouping of disposable income, it is important to consider the online buying behavior of Affluent African Americans. Less than a decade ago, the Internet was used often for communications and information, but rarely was retail commerce conducted online. This has changed dramatically in recent years. Affluent African Americans are shopping online at record levels. During this most recent economic recession, more Affluent African Americans are shopping online. Almost one-quarter of survey respondents are making more purchases online than in retail stores given the current climate. Not only are Affluent African Americans shopping online more often, but they are greatly increasing the amount of money spent online. Affluent African Americans purchase not only goods, but services online. Most respondents use the internet to book travel services (airfare, hotels, and rental cars). What you'll find in this report:
According to the U. S. Census Bureau's 2010 Statistical Abstract, almost $127 billion of goods were sold online in 2007.
In 2004, 16.7 percent of survey respondents spent $2,500 or more online; by 2008, that number grew to almost half.
It is projected that Affluent African Americas will increase online retail purchases by 20.2 percent over the next year.
Over three-quarters of all respondents use the internet to purchase event tickets (such as concerts, theatre, and opera).
In order to understand the buying patterns of Affluent African Americans, this study analyzed data, both quantitative and qualitative, on what Affluent African Americans purchase, how they make their purchases, why they purchase online, who they are as customers, and how to market to them. In this challenging economy, retailers would be wise to consider effective marketing to a population with significant purchasing power ($87.3 billion) and with a growing trend towards online purchasing. This report will help you to understand the online buying patterns and preferences of this lucrative market. Methodology: Diversity Affluence conducted the online survey of Affluent African Americans from April through October 2009. The survey collected information about how, when, where, and why Affluent African Americans use the internet to make retail purchases. In addition to the survey data, Diversity Affluence conducted two focus groups in May 2009 in New York City. Cost: $1,395.00 (Includes 1-hour of phone consulting.*)
Pages: 39 (Includes charts and statistics.) *This is a limited-time offer. The consulting opportunity, a $350 value, will be withdrawn once 40 copies of the paper have been distributed. Please don't delay.This report will be delivered as a PDF file via email within 24 hours of payment.
For quicker delivery, questions or for more information, contact Andrea Hoffman at (973) 846-0155 or email her at andrea@diversityaffluence.com. |
