What Broadway Needs to Know About Hispanic and African American Audiences

Thu, March 15, 2007

Tags: Hispanic, African-American

I can’t stress enough the magnitude of this topic if you are actively seeking to reach out to the Hispanic or African American communities online. The “digital divide” has long been a topic of discussion, regarding the overall gap between the different socioeconomic classes in this country. Initial research showed that many Hispanic and African Americans were being left behind in the growth of the digital age by simply not having access to Internet connectivity.

According to Business Week: “The good news is that while a smaller percentage of Latinos and non-Hispanic blacks are online than whites, the Internet is by no means leaving minority populations behind. More than half—56%—of Latino adults and 60% of non-Hispanic blacks go online, according to a new study. That's compared to a 71% Internet-participation rate for non-Hispanic whites. Groups once considered at risk of isolation in an increasingly digital society are getting online—thanks to Internet-connected cell phones, access to friends and relatives with home computers, and, above all, computers in libraries.”

What is most interesting to note is that while the gap is closing, research also clearly shows that these groups aren’t getting the complete interactive experience that the web has to offer. According to the Pew study, “they often gain access to the Internet though a dial-up connection or via computers outside their home, and use it to check e-mail, search, and visit Web pages.” So, that “Web 2.0” experience that you are trying to convey to your audience – well, you may not be connecting with all of the folks that you are trying to reach.

I found this quote interesting from Pew associate director Susannah Fox:

"Broadband users are shaping their online environment, not just using it.  It is interesting to think about not only what Latinos are missing out on if they don't have this, but what the rest of the population is missing out on in terms of the content Latinos might be contributing to the Internet."

This is such a critical point that must be understood when developing your interactive marketing strategy. I highly encourage this short read.

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