Power at Your Fingertips

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African-Americans are also savvy Internet users and Black women; particularly indulge in a little retail therapy with just a click of a button. Black women are extensive users of e-commerce involving purchases of clothes, groceries, and health and beauty products online. Also, 18% of Black women have shown higher interest in downloading coupons, especially those in the 25-54 age range.

Overall, top purchases African-Americans have made online include:
•    Airline tickets/reservations
•    Hotel/motel reservations
•    Any clothes/shoes/accessories
•    Women’s clothes/shoes/accessories
•    Men’s clothes/shoes/accessories

Among the global consumers surveyed, those in Asia-Pacific, Latin America and the Middle East and Africa are most engaged in online decision-making.  Globally, the Internet influence trend is impactingpurchasing in consumer packaged categories, too: food and beverages (62%), personal hygiene (62%), personal health/over-the-counter medicines (61%), and hair care (60%).

As the Internet makes the world a much smaller place, a tighter consumer community, do you feel international?  And, don’t you feel empowered to know that you can make or break a new product with your fingertips?  You and your choices matter.  So, I’ll say it again – use your power wisely.


Cheryl Pearson-McNeil is senior vice president of Public Affairs and Government Relations for Nielsen. For more information and studies go to www.nielsenwire.com

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