Satisfaction with online retailers varies by ethnic group, according to a survey by research and consulting firm, Forrester Research. African Americans and Hispanics were found to be less happy than others with their web shopping experiences.
The research found that 78 percent of Hispanic or Latino consumers and 79 percent of African American consumers were satisfied with online merchants. That compares with 84 percent satisfaction rates for whites/Caucasians and biracial or multiracial consumers, and 83 percent among those of Asian or Pacific Islander descent, Forrester researchers said.
Yet loyalty to online retailers was lowest among the Asian/Pacific Islander group, with just 56 percent indicating that they are unlikely to switch to another retailer for their next purchase. That contrasts with 64 percent of blacks, 68 percent of Latinos, and 79 percent of whites.
"Customer relationships with retailers differ based on the ethnicity of the respondents," wrote Forrester analyst, Bruce D. Temkin, in the report, "Retail Relationships Differ Across Ethnic Groups." "Asians tend to have the lowest level of loyalty across retailers."
"Blacks provide an interesting challenge. They are the most likely to buy another product, as well as one of the most likely groups of consumers to switch retailers," he continued. "Hispanics give retailers relatively low marks for web interactions and are more likely than Caucasians to switch retailers."
The report was based on a survey of 4,758 consumers about their experiences with online retailers.
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