US Multicultural Online Shopping Behaviors Consumer Report 2024
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Report Summary
Know how to address the concerns and preferences of multicultural consumers shopping online with this report. How do multicultural consumers shop online? What can brands do to effectively respond to their needs? Answer critical business questions.
Multicultural Online Shopping Behaviors – Current Trends
Amid a diversifying population, multicultural consumers are shaping the future of ecommerce with strong preferences for value, personalization, and authentic representation. With over 60% shopping online more frequently than a year ago and half or more doing most of their shopping online, multicultural consumers are active and engaged shoppers who enjoy interacting with and discovering new products and brands online.
The influence of social media is particularly significant, with more than two-thirds discovering products on these platforms, highlighting the need for brands to maintain a strong online presence. A desire for personalized experiences is also at the forefront, as multicultural consumers seek out brands and retailers that authentically represent their lifestyle and help them express their identity and cultural heritage. Technology innovation such as AI and AR remain a major opportunity to enhance these personalized experiences and build trust.
Overall, brands and retailers must focus on creating inclusive digital communities and representing diverse cultural identities authentically. These efforts will go a long way toward helping multicultural consumers feel seen, represented and catered to when shopping and exploring products online.
Multicultural Online Shopping Consumer Statistics
- Social media as a discovery tool: More than two-thirds of multicultural consumers discover products on social media, with Hispanic consumers leading. This underscores the importance of a strong social media presence for brands targeting these consumers and that social commerce strategies can be employed to streamline the transition from discovery to purchase
- Preference for mobile shopping: Multicultural consumers are leading in mobile shopping, with over 80% using mobile devices for their purchases. Brands should consider how mobile-friendly their shopping experiences are to avoid disappointment for mobile shoppers.
- Demand for personalized shopping: More than half of multicultural consumers want brands to make personalized recommendations in their shopping experience. This demand highlights the desire for interactions that cater specifically to their individual preferences and cultural nuances.
US Multicultural Online Shopping Behaviors Consumer Report – What’s Inside?
Key Topics Analyzed in the Report
- Market factors impacting how multicultural consumers shop online.
- Online shopping behaviors of multicultural consumers relative to other adults.
- Retailers shopped and items purchased online.
- How consumers begin their online shopping journey.
- Important aspects of the online shopping experience.
- Frustrations with the online shopping experience.
- Importance of DEI in online shopping experiences.
Report Scope
This Report covers multicultural American consumers and behaviors and attitudes toward online shopping.
For the purposes of this Report, “multicultural” refers to adults who identify as Asian/Pacific Islander, Black or Hispanic.
Meet the Expert Behind the Analysis
This report was written by Brittany Steiger. Brittany joined Mintel in October 2021 as a Senior Analyst for Retail & eCommerce. She comes with more than 15 years’ experience in the retail industry, from sales to merchandising to consumer insights. She brings to Mintel a creative, collaborative and curious mindset and a passion for exploring the connections between consumers and brands.
Multicultural consumers’ online shopping behaviors reflect strong preferences for value, personalization and authentic representation in digital spaces.
Brittany Steiger
Principal Analyst, Retail & eCommerce
Table of Contents
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market size & forecast
- Market predictions
- Opportunities
-
Market Dynamics
- Market context
- Market drivers
- eCommerce is the growth engine, but its steam is dissipating a bit
- Positive economic indicators have the potential to brighten the outlook for total ecommerce
- Graph 1: quarterly real GDP growth, 2020-24
- Graph 2: headline CPI and shelter CPI, 2021-24
- Long-standing income inequalities limit the spending power of Black and Hispanic consumers
- Graph 3: median household income, by race and Hispanic origin, 2013-22
- Graph 4: median household income, by race and Hispanic origin, 2022
- Retailers must work to build trust and loyalty with multicultural consumers
- Tech innovation enables deeper personalization
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Consumer Insights
- Consumer fast facts
- Multicultural consumers by the numbers
- The US population is becoming increasingly diverse
- Graph 5: percent of US population, by Hispanic Origin, 2018-28
- Graph 6: percent of US population, by Race, 2018-28
- Brands must create inclusive digital communities to reach consumers from a variety of diverse backgrounds
- Graph 7: percent change in US population, by Race and Hispanic origin, 2018-28
- Cultural diversity will be critical in reaching Millennials, Gen Z and Gen Alpha
- Graph 8: distribution of US generations by race, 2023
- Graph 9: distribution of US generations by Hispanic origin, 2023
- Connect with consumers across multiple aspects of their identity
- Multicultural consumers embrace blended cultures
- Graph 10: cultural expression, by Race and Hispanic origin, 2024
- Break down language barriers in digital communities
- Graph 11: languages spoken in at home, by Race and Hispanic origin, 2024
- Champion diversity across gender and sexual identities
- Graph 12: demographic characteristics of same-sex households, 2021
- Online shopping frequency and shopping preferences
- The ecommerce boom continues
- Graph 13: online shopping frequency compared to year ago, by Race and Hispanic origin, 2024
- Most consumers are heavy online shoppers
- Graph 14: online shopping frequency, by Race and Hispanic origin, 2024
- Older age still presents limitations to online shopping
- Graph 15: online shopping frequency – adults 18+, by age, 2024
- Multicultural consumers shop online for more of their purchases
- Graph 16: percentage of shopping done online, by Race and Hispanic origin, 2024
- Expanding mcommerce capabilities is crucial to engaging with multicultural consumers
- Graph 17: devices used for online shopping – Any shopping, by Race and Hispanic origin, 2024
- Items purchased
- Clothing and essentials are the most shopped for categories overall, but will consumers pivot to buying them online more often?
- Graph 18: items purchased, either in-store or online, 2024
- Multicultural consumers have varying shopping priorities
- Graph 19: items purchased, either in-store or online, by Race and Hispanic origin, 2024
- Multicultural consumers have varying shopping priorities (cont.)
- Essential items are mostly bought in-store, while specialty categories thrive online
- Graph 20: items purchased online and predominant shopping method – adults 18+, 2024
- Multicultural consumers are more likely to buy groceries, health and beauty products online
- Graph 21: BPC and essential item purchases – any online, by Race and Hispanic origin, 2024
- Graph 22: BPC and essential item purchases – mostly or exclusively online, by Race and Hispanic origin, 2024
- How multicultural consumers shop for groceries and other essentials online
- Apparel is an omnichannel category
- Graph 23: any apparel, footwear and accessories purchase, by shopping method, 2024
- Young multicultural adults are buying more apparel items online
- Graph 24: any apparel, footwear or accessories purchased mostly or exclusive online, by age, Race and Hispanic origin, 2024
- Entertainment, electronics and jewelry are most likely to be shopped exclusively online
- Graph 25: typical shopping method per category, 2024
- Retailers shopped
- Amazon continues to own ecommerce, while the store remains preferred for most other retailers
- Graph 26: retailers shopped, past 12 months – any shopping (NET), in-store and online, 2024
- The Amazon effect has raised the bar of ecommerce
- Where multicultural consumers shop
- Graph 27: retailers shopped, either in-store or online, 2024
- Multicultural consumers more likely to shop online with essential retailers
- Graph 28: select retailers shopped online, by Race and Hispanic origin, 2024
- There’s value in dollar and discount stores, but online shopping options remain limited
- Graph 29: in-store and online shopping at discount stores, by Race and Hispanic origin, 2024
- Graph 30: in-store and online shopping at dollar stores, by Race and Hispanic origin, 2024
- Improving ecommerce capabilities will be key for dollar and discount stores to connect with multicultural audiences
- Dollar and discount retailers are still treading water with ecommerce
- Beauty retailers resonate with Asian and Hispanic women
- Graph 31: shopping in beauty retailers, by Race and Hispanic origin, 2024
- Cultural dynamics underscore a need for broader representation within multicultural populations
- Graph 32: demographics of Asian consumers shopping in beauty retailers, 2024
- Hispanic consumers are especially interested in circular shopping options
- Graph 33: attitudes toward online shopping for pre-owned items, by Race and Hispanic origin, 2024
- Product discovery
- Social media is more influential than ever, especially among multicultural consumers
- Graph 34: sources of product discovery when shopping online – any social media (NET), by Race and Hispanic origin, 2024 2024
- Multicultural consumers discover products across social media platforms…
- Graph 35: social media platforms used to discover products online, by Race and Hispanic origin, 2024
- …but enjoy exploring via a variety of sources
- Graph 36: sources of product discovery when shopping online, by Race and Hispanic origin, 2024
- Innovative TV ads will resonate with Black audiences
- Walmart, P&G explore partnerships in TV and media
- Age still plays a big role in how consumers discover products and brands
- Graph 37: sources of product discovery, by age, Race and Hispanic origin, 2024
- Young adults are still the primary social media audience…
- Graph 38: social media platforms used for product discovery, age 18-44 by Race and Hispanic origin, 2024
- …but older multicultural adults are also more open to social media
- Graph 39: [no title]
- Young Asian and Hispanic consumers discover through IRL connections
- Young adults look to influencers and celebrities to guide their choices
- Graph 40: influenced by influencers and celebrities, 18-34’s by gender, Race and Hispanic origin, 2024
- How consumers begin their online shopping journey
- Most consumers begin their search on Amazon, but multicultural consumers cast a wider net
- Graph 41: where consumers start their online shopping journey, by Race and Hispanic 2024
- Google Shopping taps technology to personalize the search
- Social commerce is a growing opportunity among diversifying young audiences
- Graph 42: consumers who start their online shopping journey on social media, by age, Race and Hispanic origin, 2024
- Stores are evolving as centers of discovery
- Graph 43: consumers who start their online shopping journey in-store, by age, Race and Hispanic origin, 2024
- Online shopping behaviors
- Multicultural consumers are especially engaged and proactive shoppers
- Graph 44: online shopping behaviors by Race and Hispanic origin, 2024
- Most consumers put their trust in consumer reviews
- Retailers and brand harness the power of consumer reviews
- Value-seeking behaviors are on the rise amid inflation
- Graph 45: value-conscious shopping behaviors, by age, Race and Hispanic origin, 2024
- Cultural nuances inform approaches to value
- BNPL services keep gaining traction
- Interest in BNPL is growing
- Graph 46: attitudes toward BNPL, by generation, Race and Hispanic origin, 2024
- Amplify loyalty programs with gamified rewards
- Important factors when shopping online
- Fair prices and free shipping are most important overall
- Graph 47: factors most important when shopping online, ranked by top three and most important, 2024
- Multicultural consumers are practical, value-conscious shoppers
- Graph 48: factors most important when shopping online, any rank, by Race and Hispanic origin, 2024
- Black and Hispanic shoppers appreciate the extras
- Graph 49: select factors most important when shopping online, any rank, by Race and Hispanic origin, 2024
- Tech innovation is a hot topic in ecommerce, but more of a nice to have
- Graph 50: importance of shopping online with new technology – Any rank, by age, Race and Hispanic origin, 2024
- Reasons for shopping online
- Consumers shop online to save time and money, but are split on enjoyment
- Graph 51: attitudes toward online shopping experience, 2024
- Multicultural consumers have differing concepts of value
- Graph 52: attitudes toward the online shopping experience, by Race and Hispanic origin, 2024
- Shoppers leverage search to scout deals or locate specific items
- Graph 53: reasons for shopping online, by Race and Hispanic origin, 2024
- Multicultural consumers welcome the opportunity to treat themselves
- Asian consumers seek out specific and hard-to-find authentic items online
- Frustrations with shopping online
- Shipping costs are the largest barrier to shopping online
- Graph 54: frustrations with shopping online, by Race and Hispanic origin, 2024
- Consumers are most frustrated with the logistics
- Privacy and security remain a top concern
- Multicultural consumers are more frustrated by the quality of product details
- Graph 55: frustrations with product descriptions and images, by Race and Hispanic origin, 2024
- Attitudes toward shopping online
- Multicultural consumers enjoy interacting with brands online
- Graph 56: attitudes toward online brand interactions – NET, any agree, by Race and Hispanic origin, 2024
- Multicultural consumers do their homework before buying online, but brand recognition still matters
- Graph 57: attitudes toward online shopping and brand research – NET, any agree, by Race and Hispanic origin, 2024
- AI has the potential to create more of the personalized experiences multicultural consumers crave
- Graph 58: attitudes toward online shopping – NET, any agree, by Race and Hispanic origin, 2024
- Brand ethics are important
- Graph 59: attitudes toward brand ethics – NET, any agree, by Race and Hispanic origin, 2024
- Attitudes toward DEI when shopping online
- Multicultural consumers make it a priority to shop from retailers that support equality
- Graph 60: attitudes toward retailer/brand DEI initiatives, by Race and Hispanic origin, 2024
- Representation must be authentic and genuine
- Graph 61: attitudes toward representation in ecommerce, by Race and Hispanic origin
- Brands must acknowledge all minority groups and make room for intersectionality
- Graph 62: attitudes toward DEI and retailers/brands, by sexual identity, 2024
- Websites and brand messaging must feature multilingual content
- Graph 63: attitudes toward language representation in ecommerce, by Race, Hispanic origin and languages spoken at home, 2024
- Virtual try-on tools can help consumers better see themselves reflected in their online purchases
- Graph 64: attitudes toward representation from brands/retailers, by Race and Hispanic origin, 2024
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Innovation and Marketing Trends
- Google’s Black-Owned Friday campaign helps consumers shop Black-owned brands for the holidays
- Google helps shoppers buy “100% Black-Owned”
- Walmart Realm creates community in virtual spaces
- Walmart expands immersive virtual shopping experiences with Walmart Realm
- Online beauty retailer Thirteen Lune was founded on the basis of inclusion
- Opportunities
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Appendix
- Market definition
- Consumer research methodology
- Consumer research questions
- Consumer research questions (cont’d)
- Generations
- Abbreviations and terms
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