Focus on the African American Online Audience
Study conducted by IMAGES Market Research for AOL Black Voices
- Nearly 80 percent of African Americans surveyed have access to the Internet, compared to the 88 percent of the general population. The digital divide is rapidly closing.
- Two-thirds of online African American households have access to broadband connections, compared to 53 percent of the general population. Although late adopters, the newbies coming online will do so with high-speed connections.
- Entertainment is a popular destination for 55 percent of African Americans, compared to 26 percent of the general online population.
- Compared to the general population, African American Web users spend more time online. They report spending five hours surfing per day, compared to 2.9 hours for the general population. What drives this group online? Seventy-two percent cite the need to obtain general information as a key driver.
- 73 percent of African American respondents who say they respond favorably to advertising featuring multiple cultures. Many respondents don't feel enough content "speaks" to the community as a distinct culture with it's own needs and values.
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