Growth in the number of African Americans surfers is outstripping that of web users as a whole, according to new figures from Nielsen NetRatings.
In August, the total web population jumped 14% year-on-year, but the African American sector registered a 19% increase to 8.2 million users.
Time spent online by African Americans is also increasing rapidly. Although the average time on the web in this sector is below that of internet users as a whole (9 hours 41 mins last month compared with 10 hours 22 mins), it has jumped 22% year-on-year, far faster than the 12% overall growth.
On average, African American users visited 662 pages in August, a rise of 7%, and logged on 16 times, up 14%. Again this is below overall totals but represents faster growth – web surfers in general viewed 712 pages (down 1%) and registered 20 sessions online (up 11%).
The site boasting the highest concentration of African American users was community offering BlackPlanet.com.
News source: Adweek.com