Gender plays role in multicultural consumers' online activity

CHICAGO: In the multicultural segment, young women are less likely to visit YouTube than their male counterparts, according to a survey from global market research firm Synovate. The study analyzed the online behavior of more than 4,000 Hispanic, black, and general market consumers, ages 18 and older. About 55% of black males ages 18 to 34 and 33% of black females visited YouTube in the past six months, while among Hispanics, 41% of males and 20% of females visited the site. Among general market in that age group, males and females visited the site equally. Hispanic females were also significantly less likely than Hispanic males to have visited social networking Web sites. In addition, 57% of general market consumers have made a recent online purchase, compared to 42% of blacks and 25% of Hispanics.

More information about Synovate's 2008 US Diversity Markets Report can be found online.

CHICAGO: In the multicultural segment, young women are less likely to visit YouTube than their male counterparts, according to a survey from global market research firm Synovate. The study analyzed the online behavior of more than 4,000 Hispanic, black, and general market consumers, ages 18 and older. About 55% of black males ages 18 to 34 and 33% of black females visited YouTube in the past six months, while among Hispanics, 41% of males and 20% of females visited the site. Among general market in that age group, males and females visited the site equally. Hispanic females were also significantly less likely than Hispanic males to have visited social networking Web sites. In addition, 57% of general market consumers have made a recent online purchase, compared to 42% of blacks and 25% of Hispanics.

More information about Synovate's 2008 US Diversity Markets Report can be found online.

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