StatsAudienceOnline Asians Lead in Income, E-commerce

Online Asians Lead in Income, E-commerce

This high-earning, but small, online group is spending more online than other minorities.

While relatively low in numbers, the U.S. Asian population exhibits financial strength. Measured at just 4 percent of the Internet population, according to Jupiter Research (a unit of this site’s corporate parent), 42 percent of Asian Internet households earn $75,000 or more annually, compared to 35 percent of Caucasians and 26 percent of African-Americans. The Media Audit further revealed that while Hispanics outnumber Asians by more than double, the two groups nearly equal each other in the number of households that have annual incomes of $100,000 or more.

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

Related Articles

Review stars don't matter all that much [Study]

Audience Review stars don't matter all that much [Study]

2y Mike O'Brien
Facebook Claims More Than Half of Social Logins [Study]

Audience Facebook Claims More Than Half of Social Logins [Study]

3y Mike O'Brien
Mobile Shift Drives Father's Day Sales, IBM Says

Audience Mobile Shift Drives Father's Day Sales, IBM Says

3y Susan Kuchinskas
Google Zeitgeist 2013: Our Fascination with North Korea, Royal Baby & Harlem Shake

Audience Google Zeitgeist 2013: Our Fascination with North Korea, Royal Baby & Harlem Shake

4y Jessica Lee
Facebook and YouTube Lead Mobile Online Activity [Study]

Audience Facebook and YouTube Lead Mobile Online Activity [Study]

4y Yuyu Chen
World Cup Most Social Sporting Event Ever, Says Adobe

Audience World Cup Most Social Sporting Event Ever, Says Adobe

3y Susan Kuchinskas
#CZLNY: Unlocking the Secrets to Mobile Video

Audience #CZLNY: Unlocking the Secrets to Mobile Video

4y Greg Jarboe
Online Content Videos Hit Record 52 Billion Monthly Views

Audience Online Content Videos Hit Record 52 Billion Monthly Views

4y Greg Jarboe