Caucasians and Asian Americans are far more likely to be internet users than Hispanic or African Americans. While minorities are some of the fastest growing demographic segments online, a digital divide as it relates to race and ethnicity still remains in 2003.
An interesting finding from Knowledge Networks and Statistical Research actually shows that while African American and Hispanic men use the internet less per day than their Caucasian and Asian American counterparts, they are not necessarily consuming less media overall. The media consumption by African Americans, for example, exceeds that of all races and ethnicities, but in the areas of television, magazines, newspapers and radio, rather than the internet.
Media Usage per Day Among US Men 25-54 (Index average=100)
|Caucasian||Asian American||African American||Hispanic|
Nielsen//NetRatings also finds that Americans of Asian and Pacific Island descent spend more time online than any other race or ethnic group and African Americans spend the least time online. Caucasians and Asian Americans are also far more likely to research and purchase products online than African Americans and Hispanics, according to the Department of Commerce. Pew Internet and American Life Project indicated that African Americans are slightly more than 10% of the online population but accounted for just 4% of online shoppers in the 2002 holiday season.
Online B2C Activities of US Internet Users
|Product/Service Information search||Product/Service purchase|
|Asian Amer and Pac Islander||65.1||39.8|
Macklin suggests that here are a number of explanations for these discrepancies.
You can find out more here.