ERIC Number: ED454338
Record Type: Non-Journal
Publication Date: 2001-Jan
Reference Count: N/A
Ethnicity in the Electronic Age: Looking at the Internet through a Multicultural Lens.
This research report examines the unique preferences, attitudes, motivations, and practices of ethnic Internet users, particularly African Americans and Hispanic Americans, discussing implications for marketing to U.S. ethnic communities. Data come from field research collected between August-November 2000. Researchers partnered with popular ethnic web agencies that targeted online African Americans and Hispanics with ethnic-specific web content. Visitors were solicited to participate in the study. Participants completed a 34-item survey instrument in either English or Spanish. A total of 3,499 surveys were completed by 766 African Americans, 1,439 Hispanic Americans, and 1,294 general market respondents (predominantly Anglo). Results indicated that the interplay of culture and technology shaped the behavior and attitudes of respondents in many ways (how they obtained access, the type of online activities they engaged in, and their degree of trust and comfort in the inner workings behind a computer screen in order to provide personal information). Online African Americans, Hispanic Americans, and general market populations thought and behaved very differently from each other and in ways that were consistent with the patterns of others with their ethnic and cultural backgrounds. A high number of African American and Hispanics were found to use the Internet for career advancement and professional development, information on family, relationships and health, and for educational purposes, while fewer than one third of African American and Hispanic respondents reported having purchased products over the Internet. (SM)
Descriptors: Attitude Measures, Blacks, Cultural Differences, Cultural Influences, Ethnicity, Hispanic Americans, Information Technology, Internet, Surveys
Cultural Access Group, 445 South Figueroa Street, Suite 2350, Los Angeles, CA 90071. Tel: 213-228-0306; Fax: 213-489-2602; Web site: http://www.accesscag.com.
Publication Type: Numerical/Quantitative Data; Reports - Descriptive
Education Level: N/A
Authoring Institution: Cultural Access Group, Los Angeles, CA.