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SUMMARY
The African Americans Online report analyzes the many factors that have
gone into creating the digital divide, including why it is closing slower than
expected.
eMarketer estimates that African Americans will make up 11.8% of all US
Internet users in 2011, up from 10.8% in 2006.
But despite the fact that the costs of computer equipment and Internet access
have fallen over the last few years, there continues to be a significant
digital divide between White and Black America.
Key questions the “African Americans Online” report addresses:
- How many African Americans are online?
- Is the digital divide closing?
- What is distinctive about the attitudes and values of African Americans
that drive their spending behavior?
- What lessons can be learned from successful marketing targeting African
Americans?
- And many others.....
eMarketer Reports- On Target and Up to Date
The African Americans Online report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make the right business decisions- right now.
TABLE OF CONTENTS
Executive Summary
- African-American Internet Users and Penetration, 2006-2011 (millions and %
of total African-American population ages 3+)
- Key Questions
The eMarketer View
- Key eMarketer Numbers-African Americans Online
African-American Consumers
- US Population, by Race/Ethnicity, July 1, 2006
- US Population, by Race/Ethnicity, July 1, 2006 (% of total)
- Number of People in US African-American* TV Households, by Age and Gender,
2007-2010 (thousands)
- US Buying Power*, by Race/Ethnicity, 1990, 2000, 2006 & 2011 (billions)
- US Population and Buying Power* Share, by Race/Ethnicity, 2006 & 2011 (%
of total)
Media Usage
- Time Spent per Day with Media* by US African Americans vs. the General US
Population, January 2006-April 2007 (minutes)
- Time Spent per Day with Select Media by African Americans vs. the General
US Population, January 2006-April 2007 (minutes)
- US African-American* TV Households, 2007-2050 (thousands)
- Percent of Total Media Time per Day Spent with Select Media by African
Americans, January 2006-April 2007
- Time Spent Online per Day by African-American Internet Users, 2006 & 2007
(minutes)
Computer and Internet Use
- US Internet Users, by Race/Ethnicity*, 2006-2011 (millions)
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of population ages 3+
in each group)
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of total Internet
users)
- US Computer and Internet Users, by Race/Ethnicity, 2005-2007 (% of
respondents in each group)
- US Consumers Who Use the Internet, by Race, 2006 & 2011 (% of each group)
- US Internet Users, by Race, July 2007
- US Internet Users, by Hispanic Origin, July 2007
- US Internet Users, by Race, August 2005 vs. July 2007 (% of total)
- African-American Internet User Penetration, by Age and Education, 2006 (%
of population in each group)
- US Internet Penetration, by Race/Ethnicity and Education, 2006 (% of
population in each group)
- US Internet Penetration, by Household Income, February-March 2007 (% of
respondents in each group)
- Broadband Usage
- Demographic Profile of US Adults with Home Broadband Access, 2005-2007
(% of respondents in each group)
- Urban* African-American Household Broadband Penetration, 2006 & 2007 (%
of African-American households)
Online Activities
- Online Activities that US Internet Users Engage in Daily or Almost Daily,
by Race/Ethnicity, March 2006 (% of respondents)
- Top 20 Web Sites among African Americans, Ranked by Unique Audience
Composition, July 2007 (thousands and % composition)
Brand Attitudes
- Brand Trust and Loyalty among US Consumers*, by Race/Ethnicity, 2006 (% of
respondents)
- Reasons for Selecting a Particular Brand according to US Consumers*, by
Race/Ethnicity, 2006 (% of respondents)
- Leading Brands among African-American Internet Users, March 2006 (on a
scale of 1-6*)
Marketing Best Practices
- Leading US Marketing Agencies that Specialize in Marketing to African
Americans, Ranked by Revenues*, 2005 & 2006 (millions and % change)
- Procter & Gamble
- Verizon
- GlaxoSmithKline
Related Information and Links
- Related Links
- Contact
- Report Contributors
About eMarketer
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