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African American Consumers and Technology
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African
Americans are proportionally more likely than online Whiles to have searched
for information covering major life issue, entertainment and spiritual and
religious
information.
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A 2000 study by the Pew
Internet
and American Life project revealed that the digital divide for African
Americans is narrowing. In 1998, this Research Center had found that
23% of African Americans had Internet access; over the past two years,
to 2000, the percentage of African Americans on the Internet grew to 36%,
while at this same time about half of all Whites had Internet access.
By 2002, this number had grown to 43%..
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The boost
in Internet connectivity tracks general patterns that are found with other
newcomers to the Web. For African Americans, the increase in women
online is a major factor. The novices in this group are older than
those who became Internet accessible years ago, and these novices also have
less educational attainment with lower income.
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African American Cybercitizen demographics are
different than for non African American demos
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The study found that over the past year...
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 2 Million + African Americans over the age of
30 accessed the Internet for the first time. This
represents 55% of those African American first time online
visitors.
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55% of African American cybercitizens do not
have a college degree.
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67% of African Americans have incomes under
$40,000 in 2000
- Potential reasons
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The online African American population is
different from the white population in major areas
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More
proportionally women based
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Include
mostly those with modest incomes
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Includes
those who do not
have college degrees.
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Of those with college education,
this groups makes up about 27% of online African Americans compared to 38%
for online Whites.
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- Gender usage
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African American women are much more likely to look for health information
online, job information and spiritual information. African American
men have used the Internet to seek financial data, purchase goods and obtain
sports information. More African American men have purchased something
online, compared to African American women.
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- Generation usage
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Fully 84% of African American Internet users under
the age of 30 have surfed the web 'for fun' versus 24% of their elders.
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At least 65% of young African
American web-citizens have sought job information on the web versus 43% of
older digitally inclined African Americans.
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Experience impacts
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African Americans who have two or more years
experience are more likely to go online in a typical day, to get news
online, seek product and financial information, and integrate other daily
life activities into their online experiences.
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Online Behavior
African Americans
are more likely to use the Internet for significant quality of life issues.
Categories of online usage include economic advancement, school related
research, and spiritual purposes, as well as entertainment usage, which far
outnumbers White online entertainments Internet users.
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