The “digital divide,” a phrase describing the gulf between Internet “haves” and “have nots,” is still evident, but shrinking.
eMarketer estimates that nearly one-half of the African-American population—over 19 million people—uses the Internet at least once a month, and in four years, 56% will be online.
Trends in African-American Internet usage generally mirror those of the US Internet population as a whole.
“Younger black Internet users are most comfortable with all forms of digital communication: visiting social networks, downloading and streaming music and videos, blogging and playing games,” says Lisa E. Phillips, eMarketer senior analyst and author of the new report, African-Americans Online.” “Black boomers are online in high numbers, but mostly for e-mail and news. Black seniors ages 61 and older are least likely to go online and are more likely to read magazines and newspapers, as well as watch news on television.”
African-Americans’ spending power is strong, estimated at $913 billion in 2008 by the Selig Center for Economic Growth. And with the recent election and inauguration of President Barack Obama, spirits are high in the black population.
Yet, according to The Media Audit, African-Americans were the least likely Internet user racial or ethnic group to make a purchase online.
The study also found that African-Americans made fewer online purchases than other minority groups. Twenty percent had made five or more online purchases in 2007, and fewer than 11% bought 12 or more things online.
“Online retailers have an opportunity to reach African-American Internet users with marketing messages that demonstrate their involvement in the black community or in black issues and interests,” says Ms. Phillips.
“But the African-American market should not be taken for granted,” she adds. “This audience is known for taking note of advertisers and the messages targeted to them, and responding accordingly.”
To learn more about how to reach this important demographic group, download the new eMarketer report, African-Americans Online, today.