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With a national population of 40 million and buying power approaching $1 trillion in 2010, African Americans are a key segment in an American economy that increasingly depends upon the needs and preferences of multicultural consumers. The historic election of the country’s first African-American president created a feeling of pride and a sense of empowerment among black Americans. In the face of daunting economic difficulties, African-American consumers are more positive than other Americans about their own personal financial situation and are more optimistic about the future of the American economy.
According to Nielsen-Netratings, more than 10 million African Americans are online. Almost 32 percent of online African Americans access the Net via a broadband connection. The African American Internet population spends a total of 44 hours on the Web a month and views 1,186 pages. eMarketer estimates that In four years, 56% of African-Americans will be online, roughly the same percentage as Hispanics.
Yet marketers are pulling money out of traditional black media and plowing it into Hispanic ad budgets.
The African-American market should not be taken for granted—this audience is known for taking note of advertisers and the messages targeted to them, and responding accordingly.
Of all online activities, e-mail is the most popular function for the African American community. More than 68% of all African American adults communicate via e-mail. Other popular online services for the community include researching travel information, banking, browsing news and headlines and reading magazines and/or newspapers.
Online advertising offers companies branded campaigns with an engaged online audience. Web users are deliberate in the sites they visit and are engrossed in the content they read. Banner advertising on niche sites allows advertisers to directly target consumers of their choice.
Advertising online also allows companies to create targeted campaigns based on various factors, including geographic area, content type, age, and gender. Additionally, online advertising gives immediate feedback to a campaign, permitting the client to adjust their messaging for a more effective return on investment.