Black American and the Digital Divide

By js, 8 September, 2008, No Comment

Digital Divide Narrows: Two-Thirds of African Americans Online

July 10, 2008

The digital divide between Black Americans and other groups in America has narrowed, with 68% of African Americans reporting they are online (compared with 71% of all Americans), according to a survey by Yankelovich that was sponsored by Radio One Inc.

Among Black teens, the number of digitally connected is even higher, with 90% reporting they are online. Of all Black Americans, two-thirds say they shop online. Blacks who live in the south are least likely to be online (63%).

These findings are part of the “Black America Survey” of 3,400 African Americans age 13 to 74.

The large-scale study finds strong group identity among Blacks across age and income brackets but also reveals differences in segments among Blacks that should preclude marketers from approaching Black America as a monolithic group.

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