May 1, 2019

US Digital Buyer Penetration, by Race/Ethnicity, 2019 (% of population)


This chart shows the percent of the US population who are digital buyers in 2019. Data is broken out by race/ethnicity and includes Hispanic, black, Asian, white and other.


Internet users are individuals of any age who use the internet from any location via any device at least once per month. eMarketer benchmarks its retail ecommerce sales figures against US Department of Commerce data, for which the last full year measured was 2017.


Estimates are based on the analysis of survey and traffic data from other research firms, historical consumer adoption trends and demographic adoption trends.