African American Web Surfers Grow Faster Than Average Online Population.

The Internet ratings report for the month of August 2001 from Nielsen//NetRatings, the world’s fastest growing Internet audience measurement service, reveals that nearly 8.2 million African American surfers logged on the Internet from home this past August, as compared to 6.9 million surfers the previous year (see Table 1, Click Above on ‘More Images’). Year-over-year growth of African American Web surfers surged 19 percent. The overall online population registered a 14 percent growth rate during the past year.

African American Web usage outpaced the average national usage. In August 2001, African Americans spent more than nine hours and 41 minutes surfing the Web, spiking 22 percent from the previous year. By comparison, the average surfer spent more than ten hours and 22 minutes online during the month, jumping 12 percent since last year.

African American surfers viewed 662 pages and logged an average of 16 sessions in the month, rising seven and 14 percent respectively from August 2000. The overall Web population accessed 712 pages, posting a decrease of one percent. Surfers logged on the Internet an average of 20 sessions, an increase of 11 percent year-over-year.

“African Americans account for more than eight percent of the online population, but according to the U.S. Census Bureau, the group represents nearly 13 percent of the overall U.S. population,” said T.S. Kelly, director and principal analyst, NetRatings. “Compared to the number of African Americans reflected in the total U.S. population, representation of the African American group on the Internet has room for growth.”

Entertainment Media Sites Attract African Americans

Six out of the top 10 sites visited by African Americans in August were entertainment media sites. Sites such as BET.com, Aaliyah.com and NBA.com were among the top 10.

In addition, African American community site BlackPlanet.com claimed the No. 1 spot as the top site with the highest concentration of African American surfers (see Table 2,Click Above on ‘More Images’).

“As the online presence of various ethnic groups continues to grow, marketers and online services will benefit from engaging these constituents,” continued Kelly. “By understanding what draws various ethnic groups such as African Americans to the Web, marketers can leverage the growing diversity of people online to extend the reach of their service, product and brand.”

For more information at http://www.nielsen-netratings.com.