Skip to main content

U.S. Online Population Diversity is Evolving


According to the latest market assessment by eMarketer, significant change is happening within the U.S. online population. The average age of Internet users has risen -- to more closely align with the general population.

In addition, racial and ethnic characteristics are now mirroring those in the offline population.

eMarketer predicts that in 2010, 221 million people in the U.S. will be online -- about 71 percent of the total population. Their numbers will continue to grow, reaching 250 million in 2014 -- more than 77 percent of the population.

"Marketers already know they are navigating a dynamic digital landscape in 2010," said Lisa E. Phillips, eMarketer senior analyst. "In five years, the results of some demographic shifts now taking place will become more evident. Internet users will be older, and many will have lower levels of education and annual income."

"One thing is certain," she said. "They will be more diverse racially and ethnically and expect marketing messages to appeal to them."

Growth is still occurring among all races and ethnicities of Internet users. eMarketer estimates the Internet population will increase 13.4 percent between 2010 and 2014 -- compared with 3.9 percent for the general population.

Despite their already high Internet use, non-Hispanic whites and Asians will see further penetration by 2014, to 81.2 and 81 percent, respectively. Blacks and Hispanics, while still underrepresented online, will see steady growth in penetration rates, to 72.3 percent of the black population and 70 percent of Hispanics.

"Marketers should use multicultural marketing campaigns to target Asian, blacks and Hispanic audiences, because most are proud of their heritage and appreciate marketers who reach out to them with cultural messages," said Ms. Phillips.

But keep in mind that all these minority consumer groups are blending into the American population and do not want to feel separate from the mainstream.

Popular posts from this blog

Climate Change Benefits from The Circular Economy

The COP26 Summit (in Glasgow, Scotland)  brought parties together to accelerate action towards the goals of the Paris Agreement and the UN Framework Convention on Climate Change. Meanwhile, the circular economy is a key sustainability strategy adopted by industry leaders in their efforts to achieve progress. While the circular economy is still in its infancy in terms of data and metrics, it's a growing phenomenon where technology sectors -- such as the Internet of Things (IoT) for asset tracking -- are set to grow rapidly within the next five years. Global technology intelligence firm ABI Research forecasts that the world will achieve over 10.5 percent circularity by 2030, as sustainability efforts and incoming legislation start to take effect. Circular Economy Tech Market Development "The circular economy is an often-misunderstood concept that goes much further than waste management and can become a blueprint for cities. It is a movement away from our take-make-waste economy

Business Technology for The Anywhere Workspace

The COVID-19 global pandemic fueled the trend of pushing executives outside of their comfort zone, while government-mandated lockdowns required their knowledge worker employees to work from home. Companies that previously avoided 'Flexible Working' models were forced to embrace the pervasive trend in a matter of weeks, as new remote working policies became a CHRO standard practice. As we enter 2022, more employers will empower their key employees to work wherever they desire and engage with customers whenever and however they prefer. Moreover, the ongoing transformation to an 'Anywhere Workspace' will drive strategic IT spending and advance cloud-based SaaS adoption. Business Technology Market Development Global enterprise IT spending is projected to total $4.5 trillion in 2022, an increase of 5.5 percent over 2021, according to the latest worldwide market study by Gartner. "Enterprises will increasingly build new technologies and software, rather than buy and imp

Guidance for Leading Digital Business Value Creation

In today's environment where business technology is a key enabler of competitive advantage, CEOs need to be sure that someone is confidently leading digital business growth across the organization. The default is the Chief Information Officer (CIO) role. According to the latest worldwide market study by Gartner, in order to accelerate business value creation, CIOs and other IT executives should focus on three key areas -- leading from anywhere, nurturing connections, and reaching beyond. Mbula Schoen, senior research director at Gartner , said that as organizations continue to emerge from the disruption of the COVID-19 pandemic, CIOs and IT executives will need to generate value in fundamentally new ways. Business Technology Market Development Gartner forecasts that by the end of 2022, the share of knowledge workers working remotely will increase to 47 percent -- that's up from 27 percent in 2019. However, simply moving from onsite to remote is not the destination but merely a