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Trends in Internet Adoption and Use: Comparing Minority Groups

This presentation explores general trends in internet adoption, with a focus on hard-to-reach audiences such as Hispanics and African-Americans. It discusses opportunities in these segments and highlights the differences in internet use between racial groups. The presentation also addresses the growing popularity of broadband internet and the online activities of different racial groups.

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Trends in Internet Adoption and Use: Comparing Minority Groups

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  1. Trends in Internet Adoption and Use: Comparing Minority Groups John B. Horrigan, Ph.D. Presentation for OTX Research May 11, 2004

  2. Presentation Overview • General trends in Internet Adoption • Focus on “hard to reach audiences”, i.e., Hispanics, African-Americans • Opportunities in Hispanic, African American segments

  3. Big picture – as of February 2004 • 128 million American adults – or 64% – are Internet users • 19 million teens (age 12 to 17) are Internet users, or 77%. • About 70 million American adults online on the average day. • 48 million American adults have high-speed connections at home.

  4. Percent Adult Americans Online

  5. Trends in Internet use – by race

  6. Internet penetration by race – End of 2003 (% Americans age 18 and over)

  7. Internet penetration by race & age – End of 2003 (% Americans age 30 and under)

  8. Internet penetration by race & education –End of 2003 (% Americans over age 18 and college graduates)

  9. Internet penetration – age groups

  10. Latest broadband numbersFebruary 2004 • 24% of adult Americans have broadband at home • That’s 39% of adult Internet users • That’s a 60% increase in past year • DSL is big winner • More than half of growth in past year due to DSL subscriptions

  11. Broadband at home, 2000-2004

  12. Broadband at home -- subgroups

  13. Broadband at home – by race

  14. Online demographics Whites: 75% African American: 8% Hispanics: 11% Other: 6% Average Age (Internet users): Whites: 41.9 African American: 36.6 Hispanics: 33.8 Offline demographics Whites: 69% African American: 15% Hispanics: 11% Other: 5% Average Age (Non-Internet users): Whites: 58.3 African American: 50.9 Hispanics: 41.1 Profile of Online & Offline PopulationFebruary 2004

  15. Rhythms of use – by race

  16. Email – 91% Search engine – 88% Map/directions – 84% Info query – 80% Research product before purchase – 78% News – 70% Surf for fun – 67% Travel info – 66% Health medical – 66% Buy product – 65% Travel reservations – 57% Job-related research – 51% Political news – 46% Download (games, videos, pictures) – 42% Bank online – 34% Religious/spiritual info – 29% Download music – 18% What people do online – % of Internet users who have ever done following activities

  17. Email – 48% Search engine – 31% Get news – 27% Surf for fun – 23% Hobby – 21% Info search – 21% Research product before purchase – 15% Get financial info – 12% Audio/video clip – 11% Play a game – 9% Bank online – 9% Government Web site – 9% Look up phone # – 7% Online auction – 3% Read a blog – 3% Buy a product – 3% Search for info about a person you might meet – 3% Download video file – 2% What people do online – % of Internet users who, on typical day, do following activities

  18. Playing games online

  19. Do search in answer to a question

  20. Get sports scores online

  21. Get religious/spiritual information

  22. Buy a product online

  23. Research a product online

  24. Participate in online auction

  25. Do Banking online

  26. Download music

  27. One hand … other hand • Minority groups tend to lag whites in Internet use by various measures …penetration, intensity of use, number of years online. • Tech elite – measured not just by Net use – tend to be whites. • But minorities show willingness to spend on information goods and services.

  28. Cell phone use – by raceOctober 2002

  29. Cable TV penetration – by raceOctober 2002

  30. Satellite dish penetration – by raceOctober 2002

  31. Premium TV Channels – by raceOctober 2002

  32. DVD players at home – by raceOctober 2002

  33. Average monthly spending, selected information goods (phone, cell phone, cable TV, premium channels, ISP, online content) – October 2002

  34. Summing up • African-Americans and, to lesser extent, Hispanics lag whites in Internet use – by several measures • Overall penetration • Broadband use • Frequency of use • African-Americans use the Internet to get information and for entertainment. • Lag on online transactions/ecommerce • Minority groups show willingness to spend money on information goods & service, but these dollars go to old media

  35. Reach me … • John B. Horrigan • jhorrigan@pewinternet.org • 202-296-0019 Pew Internet & American Life Project 1100 Connecticut Ave, NW, Suite 710 Washington, DC 20036

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