Hello Macaonghus,
Below you will find information, articles, publications and statistics
regarding African American and Hispanic use of the Internet.
In a May 2004 presentation by OTX Research you will find a wealth of
information regarding African American and Hispanic use of the
Internet.
Title:
Trends in Internet Adoption and Use: Comparing Minority Groups
Online demographics
Whites: 75%
African American: 8%
Hispanics: 11%
Other: 6%
Average Age (Internet users):
Whites: 41.9
African American: 36.6
Hispanics: 33.8
Here are some examples of the information provided:
Page 5: Graph - Trends in Internet use by race
Page 6: Internet penetration by race ? End of 2003 (% Americans age 18 and over)
Page 13: Broadband at home by race
Page 15: Rhythms of use by race
Page 18: Playing games online by race
Page 20: Get sports scores online by race
Page 22: Buy a product online by race
Download the complete presentation here:
http://www.pewinternet.org/ppt/Horrigan.OTX.ppt
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African-Americans
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According to Jupiter Research the number of online African-American
households will increase from 6.1 million in 2001 to 10.2 million in
2007 ? a CAGR of 8.4 percent; Jupiter forecasts that 69 percent of
African-American households will be online by the end of 2007.
African-American Online Households (in millions) by year
2001 6.1
2002 6.8
2003 7.4
2004 8.1
2005 8.9
2006 9.6
2007 10.2
Source: Jupiter Research
http://www.clickz.com/stats/sectors/demographics/article.php/1487151
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From NUA Internet Surveys:
According to Nielsen-Netratings, more than 10 million African Americans are online.
?Almost 32 percent of online African Americans access the Net via a
broadband connection.
During January 2003, the African American Internet population spent a
total of 44 hours on the Web, initiated 42 sessions and viewed 1,186
pages.
In comparison the total online population in the US spent more than 50
hours surfing the Net, logged 52 sessions and viewed 1,444 pages.
?BlackPlanet.com is the top online destination for African Americans.
In January the websites drew 892,000 unique visitors, equivalent to 75
percent of the online African American population. The music site
Xjamz.com was the second most visited destination, drawing 71 percent
of African Americans. Bet Interactive drew 554,000 African Americans
during January, representing 63 percent of the site?s total traffic.?
NUA Internet Surveys: Feb 27, 2003
http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905358731&rel=true
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The Pew Internet & American Life Project published a report titled
?African-Americans and the Internet.?
Abstract:
?While there has been strong growth, African-American adults still lag
far behind their peers in other ethnic groups. This growth has been
primarily driven by women, creating a notable gender gap that isn?t
found in other ethnic user populations. Also, the African-American
Internet population is younger, has more modest incomes and a higher
proportion of users without college diplomas. When African-Americans
go online, looking for information that is beneficial to their lives,
like searching for a new job or place to live, is especially popular.
Entertainment features online are also popular, which is most likely a
result of the relative youthfulness of the African-American Internet
population. Because of the relative inexperience of the average
African-American user, the Web has not been fully integrated into his
or her daily life. African-Americans are less likely to use the
Internet on a daily basis and also spend less time online than their
peers.?
http://www.pewinternet.org/PPF/r/25/report_display.asp
The full text of this report is available for download here (16 pages):
http://www.pewinternet.org/pdfs/PIP_African_Americans_Report.pdf
Some topics discussed in this report:
- How African-Americans use the Internet
- Online behavior
- Demographics
- Activities
- Email Use
================================================
From ClickZ Network:
?On average, African-American Web users spent 44 hours on the
Internet, 12 percent less than the overall Internet population. They
initiated 42 sessions and viewed 1,186 pages, far lower than the
general population's 52 hours and 1,444 pages.?
?African Americans trail other ethnicities in online penetration.
Hispanics, which recently replaced blacks as the most populous
minority group in the country, have an online audience of 15 million,
according to ComScore Networks. The Internet measurement firm
estimates the Hispanic Internet audience is growing at 20 percent a
year -- a fact that has not been lost on marketers.?
Online Destinations Most Visited by African-Americans
(January 2003, U.S., Home and Work)
Brand/Channel
1. BlackPlanet.com
2. Zjamz.com
3. BET Interactive
4. Epic Records
5. NBA
6. Columbia Records
7. U.S. Office of Personnel Management
8. U.S. Federal Student Aid
9. FastWeb
10. U.S. Dept. of Education
Source: Nielsen//NetRatings
JupiterWeb Networks: February 28, 2003
http://www.clickz.com/stats/sectors/demographics/article.php/1855931
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?Just 11% of African Americans over 65 use the Internet.?
Generations on Line
http://generationsonline.com/elders.html
================================================
?In terms of ethnic groups, African Americans and Hispanics are more
likely to search for jobs online than Caucasians. While 44 percent of
Whites have gone online to look for employment, 60 percent of African
Americans and Hispanics with Internet access have used the Net to find
work.?
NUA Internet Surveys
http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905358199&rel=true
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Hispanics
=========
According to Jupiter Research the number of Hispanic households will
nearly double, growing from 4.5 million in 2001 to eight million in
2007.
Jupiter forecasts that 68 percent of Hispanic households will be
online by the end of 2007.
Hispanic Online Households (in millions) by year
2001 4.5
2002 5.0
2003 5.5
2004 6.2
2005 6.8
2006 7.4
2007 8.0
Source: Jupiter Research
http://www.clickz.com/stats/sectors/demographics/article.php/1487151
================================================
According to the second annual America Online/RoperASW U.S. Hispanic
Cyberstudy, 14 million U.S. Hispanics are online.
?According to the survey, which was conducted among at-home Internet
users, 20% of these Hispanics have been online at home less than six
months, compared with just 6% of the general at-home online
population. Forty-two percent of Hispanic online consumers have had an
Internet connection at home for less than two years, compared with
just 15% of the general at home online population.?
(. . .)
?More than three in four online Hispanics with children who go online
(79%), say that the Internet has had a positive effect on the skills
their children will need for a successful career. 72% say that the
Internet has improved the ability of their children to get into
college. Nearly two-thirds of all Hispanic online consumers (63%)
consider the Internet the best information source to start learning
about products and services they want to buy, and more than half (59%)
say it's the best place to learn about available brands. In addition,
eight in ten online Hispanics (80%) use the Internet regularly or
occasionally to communicate with friends and family.?
Contact Magazine
http://www.contactomagazine.com/hispanicsonline0415.htm
================================================
Twenty-one percent of English-speaking Hispanics age 65 and over
reported using the Internet in 2003.
Generations on Line
http://generationsonline.com/elders.html
================================================
US Hispanics prefer English language websites.
According to eMarketer over 90 percent of Hispanics in Los Angeles say
the predominant language of the sites they visit is English.
NUA Internet Surveys
http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905358183&rel=true
================================================
Hispanic households lag behind other American demographic groups when
it comes to owning PCs.
?Around 51 percent of them own home computers, compared to 52 percent
of African American households and 65 percent of White households.
Hispanics households are also much less likely to have home Internet
access with just 44 percent of them logging on from home, compared to
46 percent of African American households and 57 percent of White
households.?
NUA Internet Surveys
http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905358101&rel=true
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?On average, Hispanic Internet users go online six times a week, and
spend 58 minutes online each time.?
NUA Internet Surveys
http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905357680&rel=true
================================================
The Pew Internet & American Life Project published a report titled
?Hispanics and the Internet.?
Abstract:
?By early 2001, half of all adult Hispanics who speak English had ever
used the Internet, capping a year of remarkable growth. Hispanics
users are active and enthusiastic users of the Internet on a daily
basis. While they value email like almost all other Internet users,
Hispanics in particular look to the Internet as a valuable source of
information and news. At the same time, Hispanics users particularly
enjoy the entertainment aspects of the Internet, like online music and
online games. Meanwhile, online transactions, such as online shopping,
are not engaged in with as much frequency as other users, due to the
relative inexperience and youth of the Hispanic Internet user
population. Hispanic users also were among those most likely to credit
the Internet with improving their connections to family members and
friends.?
http://www.pewinternet.org/PPF/r/38/report_display.asp
Download the report Hispanics and the Internet here (20 pages):
http://www.pewinternet.org/pdfs/PIP_Hispanics_Online_Report.pdf
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?The average Hispanic Internet user is 30 years old, goes online 6.6
times per week, and spends 58 minutes online each time. Fifty-two
percent of online Hispanics are men.?
NUA Internet Surveys
http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905357594&rel=true
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From a June 15, 2004 Horowitz Associates News Release:
?Penetration of Internet and High Speed services varies by language
subgroup in the U.S. Latino market, with English-oriented Latinos on
par with their total urban counterparts, and Spanish-dominant. Latinos
lagging far behind when it comes to accessing the Internet from their
homes. Three fifths (58%) of English-oriented Latinos have Internet
access at home, with three in ten (32%) enjoying broadband Internet
access. On the other hand, Internet access is only in one quarter
(26%) of Spanish dominant Latino households, and broadband penetration
in those homes is at a mere 11%. Half (50%) of the bilingual Latinos
surveyed say they have access to the Internet-- 23% reporting an HSI
connection.?
Horowitz Associates
http://www.horowitzassociates.com/FLIVpress.pdf
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Search terms used:
Hispanic Use of the Internet
African American Use of the Internet
I hope you find this information useful!
Best regards,
Bobbie7 |
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