Online Asians Lead in Income, E-commerce
The Media Audit found in a survey of 86 major U.S. markets that roughly 56 percent of Asians have household incomes above $50,000, compared to some 50 percent of the general population. On the other end of the annual income spectrum, just over 10 percent of Asians are in households earning less than $25,000 per year, compared to 16 percent of the total population.
The high household income disparity among Asians and other ethnicities has exhibited itself in e-commerce. Nearly 31 percent of online Asians have made five or more Internet purchases in a year, and roughly 56 percent have made at least one purchase — overtaking the general Internet population and other online minorities, according to Bob Jordan, president of International Demographics, Inc., a 33-year-old market research firm that produces The Media Audit. "It [the data] shows that Asians as an ethnic group are making more purchases via the Internet than all of the other ethnic groups."
| E-Commerce by Ethnicity | ||
|---|---|---|
| Group | 1+ Purchases/Year | 5+ Purchases/Year |
| Total | 41.1% | 22.5% |
| White | 45.5% | 25.8% |
| Black | 27.1% | 12.3% |
| Hispanic | 27.7% | 13.8% |
| Asian | 55.8% | 30.9% |
| Source: The Media Audit | ||
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