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African-Americans Online
eMarketer, March 2009, Pages: 18
The “digital divide,” a phrase describing the gulf between Internet “haves” and “have nots,” is still evident, but shrinking steadily. Nearly one half of the African American population over 19 million people uses the Internet at least once a month.
The African-Americans Online report analyzes the demographics and usage patterns of this large and still-growing population.
The report estimates that In four years, 56% of African-Americans will be online, roughly the same percentage as Hispanics.
Yet marketers are pulling money out of traditional black media and plowing it into Hispanic ad budgets.
The African-American market should not be taken for granted—this audience is known for taking note of advertisers and the messages targeted to them, and responding accordingly.
African-Americans’ spending power is strong, estimated at $913 billion in 2008. And with the recent election and inauguration of President Barack Obama, spirits are high in the black population.
Key questions the “African-Americans Online” report answers:
- How many African-Americans are online?
- What is the most popular entertainment medium among African-Americans?
- How do African-Americans use mobile phones?
- Which media do African-Americans trust?
- And many others…
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