Race/ethnicity influences online consumers to perceive and interact with brands differently. How brands connect with and market themselves to these users has a significant impact on how these consumers shop and make purchasing decisions.
Overall, white consumers have the highest digital satisfaction score and Hispanics have the lowest. Through the various categories that were tested, our research demonstrates that there is a significant gap between white people and Hispanics in the Retail vertical. Overall, this dissatisfaction originates from the fact that brands are not creating unique content that resonates with Hispanic consumers.
To learn more, download a copy of the Digital Satisfaction Index™.