Critical Mass

This article discusses how African Americans are using the internet, and how they respond to online marketing.

Critical Mass

Lynn Russo Whylly

If you think African Americans are not online in large enough numbers to make online media a useful way to reach them, think again. Or, if you believe they're only interested in entertainment sites, rethink that too.

According to eMarketer, 20.1 million African Americans now use the Internet, outpacing Hispanics (18.1 million) and Asians (10.6 million). They make up 10.9 percent of all U.S. Internet users and are among the early adopters of the mobile Web. Even though fewer of them have home computers (40 percent to 50 percent compared with 70 percent for white...

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