Weren't able to attend the Marketing to African-Americans with Excellence
(MAAX) Summit? Order the workbook which contains hard copies of the
presentations made by some of the nation's top experts on the Black
consumer marketing, including:
R. L. Polk
Starcom MediaVest Group
U.S. Census Bureau
2009 by Target Market News Inc. All rights reserved
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Pew study shows
African-Americans most active users of mobile Internet access
(July 27, 2009) An April 2009 survey by the Pew Research Centerís
Internet & American Life Project shows that 56% of adult Americans have
accessed the internet by wireless means, such as using a laptop, mobile
device, game console, or MP3 player. The most prevalent way people get
online using a wireless network is with a laptop computer; 39% of adults
have done this.
The report also finds rising levels of Americans using the internet on a
mobile handset. One-third of Americans (32%) have used a cell phone or
Smart phone to access the internet for emailing, instant-messaging, or
information-seeking. This level of mobile internet is up by one-third
since December 2007, when 24% of Americans had ever used the internet on
a mobile device. On the typical day, nearly one-fifth (19%) of Americans
use the internet on a mobile device, up substantially from the 11% level
recorded in December 2007. Thatís a growth of 73% in the 16 month
interval between surveys.
African Americans are the most active users of the mobile internet --
and their use of it is also growing the fastest. Among the highlights of
the findings include:
- 48% of Africans Americans have at one time used their mobile device to
access the internet for information, emailing, or instant-messaging,
half again the national average of 32%.
- 29% of African Americans use the internet on their handheld on an
average day, also about half again the national average of 19%.
- Compared with 2007, when 12% of African Americans used the internet on
their mobile on the average day, use of the mobile internet is up by
The high level of activity among African Americans on mobile devices
helps offset lower levels of access tools that have been traditional
onramps to the internet, namely desktop computers, laptops, and home
- By a 59% to 45% margin, white Americans are more likely to go online
using a computer on a typical day than African Americans.
- When mobile devices are included in the mix, the gap is cut in half;
61% of whites go online on the average day when mobile access is
included while 54% of African Americans do.
- Looking across a range of digital activities -- some done online
typically using a computer and others being non-voice data activities on
a mobile device -- African American and white Americans, on average, do
the same number of activities.
A difference in attitudes
There are also clear differences in attitudes about mobile access across
racial categories. With African Americans being very active in texting
and IM-ing, it is no surprise to see them in the lead in viewing mobile
access as a way to stay in touch with others. African Americans also are
more likely than whites to see mobile access as a way to share
content with others while on the move.
The growth in use of the internet on the handheld for African Americans
is striking, particularly when focusing on the frequency of doing this
on the typical day. Recall that handheld internet use on the average day
grew by 73% for the general population from the end of 2007 to the
beginning of 2009. For African Americans, growth was twice the rate of
whites -- from 12% to 29% -- or a growth rate of 141%.
This report is based on the findings of a daily tracking survey on
Americans' use of the Internet. The results in this report are based on
data from telephone interviews conducted by Princeton Survey Research
International between March 26 to April 19, 2009, among a sample of
2,253 adults, 18 and older. For results based on the total sample, one
can say with 95% confidence that the error attributable to sampling and
other random effects is plus or minus 2.4 percentage points.
For results based Internet users (n=1,687), the margin of sampling error
is plus or minus 2.7 percentage points. In addition to sampling error,
question wording and practical difficulties in conducting telephone
surveys may introduce some error or bias into the findings of opinion
A combination of landline and cellular random digit dial (RDD) samples
was used to represent all adults in the continental United States who
have access to either a landline or cellular telephone.
Target Market News
Congratulates the Recipients
of the 2009
of the Year
of the Year
LOUIS CARR President. Broadcast
of the Year
CRYSTAL WORTHEM Multicultural Marketing Manager
Ford Motor Co.
of the Year
ESTHER FRANKLIN Executive Vice Pres.,
Director of Cultural Identities
Starcom Mediavest Group
Public Relations Executive
of the Year
President / CEO
Lifetime Achievement Award
"UNDER THE INFLUENCE"
Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture
By Erin O. Patten
Hip-Hop culture has had a profound impact on marketing in the past two
decades and it provided an intersection for brands, sports, and popular
culture. Erin O. Patton documents this impact in his new book, Under the
Influence--Tracing the Hip-Hop Generation's Impact on Brands, Sports, &
Adam Graves, senior vice president of Deutsch Advertising says of Under
the Influence and Patton: "If there are any marketers out there that
still think they can ignore the urban market they'd better think
again...This isn't just a book for so-called urban marketers; this
should be mandatory reading for every marketer in the country."
Click here to order