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Trends in Internet Adoption and Use: Comparing Minority Groups

Trends in Internet Adoption and Use: Comparing Minority Groups. John B. Horrigan, Ph.D. Presentation for OTX Research May 11, 2004. Presentation Overview. General trends in Internet Adoption Focus on “hard to reach audiences”, i.e., Hispanics, African-Americans

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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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