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).
