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In November 2011, Yahoo Advertising research and Mindshare released the results of a major study examining the dynamics of ethnic minorities' online identities.  This multi-phase study (click here for an overview of the methodology) provides key insights regarding how key ethnic groups perceive themselves on the Web and how best to market to them.

Some of the key findings of the research include: 

• "Content Preferences Are Driven] by Ethnicity: Online content preferences for each ethnicity are closely tied to the major drivers of their ethnic identity. Hispanics and Asians in particular look for ethno-specific content online, as 53% of Hispanics and 50% of Asians access ethnic content on websites at least weekly."

• Ethnicity Matters in Health and Wellness Advertising: African Americans and Hispanics feel it is very important for marketers in health and wellness (except for pharma) to promote their products directly to them, using images, language and cultural cues that are relevant and appropriate

See below for an infographic illustrating ethnic minorities' marketing preferences.

Click Image to Enlarge