African-Americans Internet population on the rise

14Mar09

Prominent Advertising Resource Adweek recently reported that the African-American Internet population reflects the highest percentage of young people in the general African-American community. The younger generation (18 and under) of African-Americans represent 71% of this population. It goes on to point out that this group of young people is more likely than white Americans to surf the Internet via a mobile phone. This is excellent news given the research I just read by Professor Eszter Hargittai at Northwestern, whose recent research found that African-Americans exhibit lower levels of know-how when it comes to overall Internet skills. In other words, she is saying that African-Americans have access to the Internet and mobile phones, however we lack the knowledge and skills needed to find content on the web. I will post more about this research real soon. 

Mikey Digital

Source: African-American Buying Power Rises, per eMarketer

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