I needed to add a quick post after reviewing some eye-opening data. I'm putting together a strategic deck for a client that markets medications for a disease affecting African-Americans.
I've been combing through Pew data, and found this demographic group lags in certain measures of technology, notably broadband access. Then the data took a different direction.
Did you know that 26% of African-Americans Tweet? Only 19% of Caucasians do, according to Pew Research Center. This is new data, from a study conducted in August-September 2009.
I already knew minorities are more likely to use mobile for non-voice applications than the Caucasian population. Pew confirms this with some nice behavioral details. Of note: 37% of blacks with a cell phone or PDA have ever used wireless Internet, vs. 21% of whites. And in a typical day, 21% of blacks vs. 12% of whites (with a cell phone or PDA) use wireless Internet.
Some older Pew data show that bloggers are less likely to be white than the overall online population. While 9% of Internet users are black, 11% of bloggers are black.
Given concerns by many in the African-American community about that population's lagging health indicators, Web 2.0 and mobile technologies appear to offer a growing solution. These tools should be championed by organizations and public-health officials whose aim is to improve the health of minority populations.
According to Pew, the data justify it.
Director of Strategic Services