Minority Web Disconnect Hurts Targeted Communications

New research on the Web usage of minorities points to a problem for PR/Marketing professionals: Less than half of African-Americans and Hispanics polled in a survey regularly use the Internet, making them hard targets for messaging. The study, by Brilliant Corners Research, found that while they overwhelmingly agree that Internet access is critical to success, just 42% of African-Americans and Hispanics polled regularly use the Web,  Other key findings include:

• 43% of respondents cite not knowing how to use the Internet or not seeing the need for it as the reason why they weren’t online; and

• 44% said they would be more likely to get Web access at home if they were given tutorials on how to use the Web.

Source: Brilliant Corners Research