Lifestyle Choices of Black Internet Users

[Thuso]

Two recent studies conducted for AOL and Target Market News have indicated that "life style purchases," and the use of the Internet as an indispensible "lifestyle tool" are key indicators for targeting African American Internet users.

The Target Market News Survey -- indicates that Black consumers have increased spending on "lifestyle necessities."

African-American consumers are increasing expenditures on goods and services that are lifestyle- oriented. According to the newest edition of "The Buying Power of Black America," there are indications that black households are feeling more confident about making purchases that they have denied themselves in recent years.

"The economy has been sluggish for most of the past five years," said Ken Smikle, president of Target Market News, publisher of the report. "Some of the categories where the strongest growth occurred are for products that are necessities for maintaining a certain lifestyle."

Among the expenditures highlighted in the report are consumer electronics like cameras (+16%), cellular phone service (+16%) and video equipment (+18%). Entertainment and leisure expenditures overall are up 13%, travel increased 27% and apparel rose 18% among men and 22% for women.

"The Buying Power of Black America" report is the nation's most widely quoted research source on black consumer spending. Now in its 13th year of publication, the report details how African-American consumers spent billions of dollars in 25 categories and over 500 sub-categories.

The AOL Study (http://www.imagesusa.net/downloads/Findings%20Release.pdf) conducted by Images Market Research USA in 2005 found that African Americans spend nearly double the time online than the general population.

The study also revealed that African Americans are embracing the Internet as an "indispensable lifestyle tool and a tremendous resource." They are far more likely to use the Web to access a variety of information: news (68% vs. 56%), entertainment (55% vs. 26%), health related issues (72% vs. 53%), financial questions/needs (60% vs. 40%) and sports (39% vs. 26%).

Other popular activities include: using a search engine (92%), communicating with family and friends (86%), using the Internet to get driving directions (85%), opening a bank account or online banking (62%) and listening to music online (62%). In addition, 62% of African Americans feel the Internet is helpful with individual career advancement and is a useful education tool (80%) for all ages.

"The study clearly demonstrates that African Americans have turned to the Internet to save time and make their lives more efficient and enjoyable," said Bret Moore, publisher of AOL Black Voices. "The Internet has truly proven to be a life enhancement tool that African Americans are using to attain their goals and realize their dreams."

However, the study also found that an overwhelming number of African Americans say there isn't enough online content that "speaks" to them as a distinct culture with its own dynamic needs and values.

We would like to address the need for content that "speaks" to African Americans with our own informal survey to get feedback from our users. Although not a scientifically valid survey, we would like to get your feedback to the questions below:

1. What types of content would help "speak" to you as a distinct culture with its own dynamic needs and values?
a. News from more Black media outlets?
b. Articles and commentary from Black "thought leaders?"
c. Focus on Black Popular Culture - i.e, Hip Hop news?
d. Content that targets key issues in the Black community.

2. What offerings are purchased more often online when targeting the Black Internet user?
a. Consumer electronics?
b. Ethnic goods -- clothing, art, health and beauty products?
c. Books -- ethnic or mainstream books?
d. Music?
e. Home and Garden products?
f. Art?

3. What marketing and advertising strategy is most successful when targeting the Black Internet user?
- Advertise in online Black publications -- Ebony, Black Enterprise, Essence, others?
- Advertise in Black hardcopy publications?
- Google Adwords campaigns?
- Advertise in "Black Online Directories?"
- Posting offerings at Black networking forums?

4. What is the best way to reach the $800 billion Black market online?
a. Standalone website?
b. Internet Shopping mall?
c. Join an online Black networking community?
d. Sell at eBay?

5. What type of online business is the most successful?
a. Retail?
b. MLM/Network Marketing?
c. Consulting services? (marketing, business coaching, Virtual assistants, etc)
d. Financial Services?
e. Writing/Publishing -- books, poetry, commentary?
f. Networking community (like iZania, CB, Black Planet, AOL Black Voices, etc.)?
g. Web Portal/Search Engine?
h. Auction Site?

Let's share our knowledge and feedback, while looking for opportunities to network more effectively.

Please reply below to provide your feedback. I look forward to seeing your responses.

Roger Madison
CEO, iZania.com

[jacookie]

1. What types of content would help "speak" to you as a distinct culture with its own dynamic needs and values?
News from more Black media outlets.
Content that targets key issues in the Black community.

2. What offerings are purchased more often online when targeting the Black Internet user?
Consumer electronics
Ethnic goods -- clothing, art, health and beauty products- Books -- ethnic or mainstream books
Home and Garden products.

3. What marketing and advertising strategy is most successful when targeting the Black Internet user?
Advertise in online Black publications -- Ebony, Black Enterprise and others. Advertise in "Black Online Directories.
Posting offerings at Black networking forums.

4. What is the best way to reach the $800 billion Black market online?
Join an online Black networking community.

5. What type of online business is the most successful?
Retail.
Networking community (like iZania and AOL Black voices.



Let's share our knowledge and feedback, while looking for opportunities to network more effectively.

Please reply below to provide your feedback. I look forward to seeing your responses.

Roger Madison
CEO, iZania.com<!-- / message --><!-- sig -->
__________________
Thuso
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[torin]

1. What types of content would help "speak" to you as a distinct culture with its own dynamic needs and values?
RESPONSE: Articles and commentary from Black "thought leaders" would be best for me. I value the opinions and thoughts of others for varied reasons. And while I may not always agree, just because they are black,that opinion provides a lense of another, whom in more ways than most, understands who I am.

2. What offerings are purchased more often online when targeting the Black Internet user?
RESPONSE: I would have to say consumer electronics or music. Not an statistical guess more of an assumption. Americans still prefer to be entertained and blacks are not immuned to that great...gripping desire.

3. What marketing and advertising strategy is most successful when targeting the Black Internet user?
RESPONSE: I consider myself computer savvy - a dear friend to technology. I have been to the online site of Black Enterprise less than five times and to the online sites of the others never. Not exactly sure why to the latter, which is why I selected 1) Advertise in Black hardcopy publications and 2) Posting offerings at Black networking forum on/offline.

4. What is the best way to reach the $800 billion Black market online?
RESPONSE: Join an online Black networking community that has a compelling and clean look. This tends to build trust on the end users part and lower the cost of doing business for the community. Advertisers like numbers, numbers equate to revenue, and this has the potential to equal savings for the numbers (participants).

5. What type of online business is the most successful?
RESPONSE: I would vote for any that provides a service AND product.

[fqgroup]

1. What types of content would help "speak" to you as a distinct culture with its own dynamic needs and values?

I'd like to see more articles and commentary from Black "thought leaders" who are not necessarily "anointed" by major media. Particularly when it comes to small business development and economic advancement. I also think we can't afford to ignore a valuable perspective from anyone, regardless of race!


2. What offerings purchased more often online when targeting the Black Internet user?

Ethnic goods -- clothing, art, health and beauty products?
Books -- ethnic or mainstream books?
Art3. What marketing and advertising strategy is most successful when targeting the Black Internet user?

To specifically target the Black Internet user, you have to mix the old with the new. You have to employ every oportunity to get your name in front of this relatively "small' target market. You increase the odds (although small) of connecting when they have a need for whatever you're offering.

Advertise in Black hardcopy publications?
Advertise in "Black Online Directories?"
Posting offerings at Black networking forums?4. What is the best way to reach the $800 billion Black market online?

I think you have to use a combination of the following formats:

Standalone website?
Internet Shopping mall?
Join an online Black networking community?5. What type of online business is the most successful?

Here's my best guess!

Networking community (like iZania, CB, Black Planet, AOL Black Voices, etc.)?
Web Portal/Search Engine?
Auction Site?iZania, keep up the good work!