African Americans Increase Web Use

Posted Thursday, September 20, 2001 12:00 am

By: (Adweek IQ) In its latest study, Nielsen NetRatings found that the number of African-American Web surfers grew faster than the average online population during the past year. The African-American Web surfing population grew to 8.2 million users in August 2001, surging 19%. Meanwhile, the overall online population grew 14%.

In August 2001, African Americans spent more than nine hours and 41 minutes surfing the Web, spiking 22% from the previous year. By comparison, the average surfer spent more than 10 hours and 22 minutes online during the month, jumping 12% since last year.

African-American surfers viewed 662 pages and logged an average of 16 sessions in the month, rising 7% and 14%, respectively, from August 2000. The overall Web population accessed 712 pages, posting a decrease of 1%. Surfers logged onto the Internet an average of 20 sessions, an increase of 11% year-over-year.

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.

African-American community site BlackPlanet.com claimed the No. 1 spot as the top site with the highest concentration of African-American surfers.

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African Americans Increase Web Use

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