That decline is larger than the multichannel retailer’s overall 5.8% sales decline.
The number of Hispanic Internet users grew 19% in Q1 over Q1 2001, comScore reports. And while they are shopping at a slightly lower rate than the general population, they have a higher average order.
U.S. Hispanics using the Internet grew 19% in the past year--but they have yet to become big online shoppers, comScore Networks Inc. reported today in a new survey of the U.S. Hispanic population online.
From Q1 2001 to Q1 2002, the U.S. Hispanic Internet population grew by 19%, a rate more than three times that of the non-Hispanic online population, comScore says. With 14.5 million unique online users in the average month last quarter, Hispanics now comprise 11% of the total U.S. online population, up from 9.9% in the prior year.
But Hispanic Internet users are shopping at a slightly lower rate than the general population, comScore says: 8% of Hispanics made an online purchase in the past month vs. 10% of non-Hispanic users. But Hispanic online buyers spent 7% more on average than non-Hispanic online buyers--$229 vs. $214 per buyer.
The top five markets in terms of Hispanics online are:
New York, 1.656 million users
Los Angeles, 1.601 million
Miami-Fort Lauderdale, 718,000
San Francisco-Oakland-San Jose, 483,000