Internet penetration among urban African Americans could grow from 45% to 62%, according to the new "FOCUS: African-America" study by Horowitz Associates. The study also projects strong growth in high-speed Internet penetration in this segment, from the current 28% to 46%.
The study involved interviews with 500 African-American heads of households about their current and planned future usage of the Internet and other media technologies.
eMarketer estimates that 50.2% of African Americans go online, and projects that this will rise to 56.6% in 2010.
Other studies also indicate that African Americans are strong customers of broadband. According to a May 2006 report issued by the Pew Internet & American Life Project, 42% of American adults had a high-speed connection at home as of March 2006, up from 30% the previous year. African Americans are among the groups pushing that figure higher; the number of African Americans with a broadband Internet connection grew by 121% between 2005 and 2006, the report stated.
The Horowitz study also reports that urban African Americans pay more for cable, digital cable or satellite service. For example, urban African Americans pay $63.70 per month for satellite service, compared with an average of $58.73 for all urban satellite customers.
A study by the American Consumer Institute of technologies used by US adults found that a similar percentage of African Americans and white Americans subscribe to a pay-TV service. However, African Americans are more likely to subscribe to premium channels and pay-per-view.
For more on the African-American online market, read eMarketer's African Americans Online: Crossing the Digital Divide report.