There has been strong growth among black people in America when it comes to using the Internet. Yet African-American adults are still far behind their peers in other ethnic groups. This surge in Internet use has been driven by women in the black community. Black women have embraced Internet business with a passion and have no problem whipping out their debit cards to spend. What is it that the African American man in general finds unattractive about the Internet?
Also, the African-American Internet population is younger and a higher proportion of users without college diplomas. When African-Americans go online they are looking for info that is immediately beneficial to their lives such as looking for a new job or car. Entertainment features online are also popular, which is most likely a result of the relative youthfulness of the African-American Internet population. Because of the inexperience of the average African-American user, the Web has not been fully integrated into his or her daily life. African-Americans are less likely to use the Internet on a daily basis and also spend less time online than other groups.
Combine phenomenal increases in buying power, a growing population, and rising penetration into Internet business and you will find a valuable demographic market that is almost untapped online. The African-American community is becoming a strong online presence and creating its own unique identity.
Research from the University of Georgia indicates that the nation’s black buying power will surge from $688 billion in 2002 to $921 billion in 2008 when almost nine cents of every dollar spent will be from an African-American consumer. White buying power is expected to reach $8.50 trillion by 2008, representing a 25.9 increase over 2003, while African-Americans tally a 34 percent increase over the same period.
Internet marketers should take notice that most African-Americans read online ads, and 46 percent find them informative compared to 26 percent of the general population. Also, nearly three-quarters of African-Americans say the Internet has had a positive effect on their children. Which brings us back around to the popularity of the internet among black youth.
Just check out the popularity of Facebook and Instagram with African American youth and you will see the Internet explosion about to happen in the black community in America. Keep in mind how advertising affects the many different cultures around the world and what it takes to advertise to them all. The Internet is global and as everyone gets better adjusted to its use, the stronger the world of e-commerce becomes.