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BizReport : Research : July 13, 2008
Black American survey: U.S. digital divide decreasing
After non-Hispanic whites, African-Americans are the second-largest minority market in the U.S. A new survey recording the habits and opinions of thousands of African-Americans across a wide age-range has some interesting Internet usage and media consumption content.
The “Black America” survey by Radio One and research firm Yankelovich found that the digital divide is now decreasing when it comes to comparing African-Americans and mainstream America, reports Marketing Charts.
Of the 3,400 African-Americans surveyed, 68% were online, compared to 71% of all Americans. This figure drops to 63% among African-Americans residing in the south.
African-American teens are tech-savvy and 90% are online, found the survey, and almost two-thirds of all respondents regularly shop online.
When not online, most African-Americans watch black television channels and 84% of households have cable.
Tags: demographics, Internet usage, S, U
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