Anita's Multicultural Marketing Blog: African American Internet Use Climbs

Tuesday, February 3, 2009

African American Internet Use Climbs

The internet gap is closing according to this published report by eMarketer. The percentage of African-Americans who use the Internet increased to 64% as of December 2008, up from 56% in December 2007, according to the Pew Internet & American Life Project. In comparison, Internet users represented 74% of the total US population in December 2008, dipping slightly from 75% in December 2007.
The proportion of African-Americans who use the Internet increased by 22 percentage points from December 2000 to December 2008, compared with 21 percentage points for the total US population.

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Understanding The U.S. Multicultural and Women Market And It's Business Potential

Four major changes have occurred in the U.S. market over the last 10 years:

- First, demographic shifts resulting in increased ethnic and women buying power which have motivated more marketers to target these emerging consumers.

- Second, the growth of technology allowed the young and diverse consumers to have access and share any information that speaks to their "core" lifestyle needs (closing the gap).

- Third, in the U.S. there has been a shift in political participation and influence from diverse groups.

- Lastly, globalization calls for U.S. professionals to have a better handle on how international emerging markets influence the domestic markets and vice versa.

The current market landscape requires marketers and advertisers to address the U.S. consumer market with products and messaging tailored to each market segment.

Let's explore these opportunities and share best practices through this blog.