Online African Americans: A Demographic Profile

February 1st, 2010

Ina Mitskaviets

With contributor:

Jacqueline Anderson

Summary

Online African Americans are the second largest minority group in the US; however, they are relatively less well off compared with other American ethnicities. African Americans are quite active online and in their interactions with various media sources, both online and offline. Despite conducting less product research and spending less money online than the overall online population, African American consumers are more receptive to advertising and are more brand-conscious.

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