32% of the time spent online are by African American's

New information from The Media Audit's National Report reveals that for many African American households, the Internet now plays a significant role insofar as the amount of time spent online in a typical day.















According to a national study among more than 7,000 African American adults, the typical amount of time spent online is 4 hours and 21 minutes per day, a figure that is 10% higher when compared to all U.S. adults.

The amount of time spent online among all U.S. adults is 3 hours and 57 minutes per day. The latest findings represent a dramatic shift in media behavior among African Americans. A similar study conducted in 2005 revealed the typical amount of time spent online among African Americans was 1 hour and 9 minutes per day.

Today, African Americans spend an average of 13 hours and 24 minutes per day exposed to all media which includes radio, television, newspaper, outdoor billboards, and the Internet.

As a result, the Internet represents 32.5% of total daily media exposure for the typical African American. The study further reveals the only other medium in which African Americans spend more time with on a daily basis is television, but the increased time spent online has impacted how much time is spent with other media.

For example, television represents 35.2% of total daily media exposure for African Americans today. In 2005, television represented 42.9% of total daily media exposure. Radio has fared a similar fate, as the medium today represents 21.1% of total daily media exposure for African Americans. In 2005, the medium represented 31.4% of total daily media exposure.

Both are examples of why advertisers need to consider a more multifaceted approach to reaching this consumer group.

While media exposure is shifting among African Americans, this consumer group continues to consume media at a higher rate than the typical U.S. adult.

Whereas African Americans spend 13 hours and 24 minutes per day exposed to all media, the typical U.S. adult spends 11 hours and 33 minutes per day. This represents significant marketing opportunities for advertisers, as the buying power of African Americans is expected to exceed $1 trillion by 2012.

According to The Media Audit's most recent National Report, one in five African Americans plan to purchase a new or used vehicle in the next 12 months, compared to 14.9% for all U.S. adults. As a result, African Americans are 37% more likely to be in the market for a car, van, truck or SUV. The figure represents more than 3.7 million African Americans across The Media Audit's 80 measured markets.

Furthermore, African Americans are 48% more likely than the typical adult to be planning a van, truck or SUV purchase and 72% more likely to be planning the purchase of a domestic vehicle.

According to The Media Audit, 41.4% of all U.S. adults planning to buy a new or used vehicle watch television before 9am on a typical day, however, 53.9% of African Americans planning a new or used vehicle purchase watch TV during this time period.

As a result, advertisers who want to reach African American buyers may want to emphasize this daypart in a media schedule. Furthermore, nearly half of African Americans who plan to buy a vehicle are considered heavy internet users, spending at least three hours or more per day online.

In Houston, for example, an automobile advertiser placing spots on KHOU Channel 11's morning news program would achieve 27.4% reach with African American automobile buyers, however, a combination of the station's early news program and the station's website would yield an unduplicated net reach of nearly 40%. The unduplicated reach is established through The Media Audit's Ad Campaign Planner program.

African Americans also represent significant buying power in other categories, such as consumer electronics, fast food , and higher education.

For example, African Americans are 48% more likely to be planning to buy audio equipment such as a CD, MP3 player or IPod, while the same consumer group is 59% more likely to be planning to purchase video equipment such as a camera, VCR, or DVD player. Furthermore, African Americans are 31% more likely to eat fast food three or more days in a typical week, and 38% more likely to be taking a college course in the next year.

For more information on this study, or for more information on The Media Audit National Report visit www.themediaaudit.com.