Study Shows...
43% of online African Americans access the Internet using a broadband connection compared to 36% of the general online population

America Online commissioned a national survey through Digital Marketing Services, Inc. (DMS), a leading provider of online research, to analyze online trends, behavior and preferences among online African Americans and the general online population. The survey revealed that while African Americans may share many of the same online interests as the general online population, they have developed their own unique online identity. For example, online African Americans are taking the lead in adapting some of the newer online technologies and features, such as broadband, faster than the general population. In addition, African Americans are active online consumers, who respond more to online offerings and purchase more clothing and music online than the general online population.

Specific findings of the DMS survey include:

• 43% of online African Americans access the Internet using a broadband connection compared to 36% of the general online population
   
• 85% of online African Americans stated that an African American centric news source would be very or somewhat valuable to them
   
• Among those Internet users who are not currently using a broadband connection, African Americans are 27% more likely to get a broadband connection within the next year than the general online population
   
• A majority of African Americans read online ads, and 46% find
  them informative compared to 26% of the general population
   
• African Americans are active online consumers, purchasing more
  clothing/apparel online (48% vs. 41%) and more music/videos
  (44% vs. 39%) than the general online market
   
• African Americans listen to music online and watch videos more than the general online market
   
• 74% of online African Americans say the Internet has had a positive effect on their children
   
• Top three online activities for African Americans are #1: check/send email, #2: access news/headlines and #3: play online games

As a result of the research, America Online, Inc launched "AOL Black Focus," a comprehensive new area on the AOL service that combines content and information from an African American perspective with an engaging online community. AOL has created this new area to serve the needs and interests of African Americans, an audience which according to the latest industry reports has grown to more than 10 million surfers, comprising almost eight percent of the U.S. online population.

AOL Black Focus is designed to address many of the issues and topics the online survey identified as significant to an African American audience.

Jim Bankoff
Executive Vice President, AOL Programming
"...AOL Black Focus is the latest step in our ongoing effort to offer our members an experience that's tailored to their interests."

AOL Black Focus was developed by a team at AOL, led by Belinda Hankins, Executive Director and General Manager, African American Business Category, that conducted extensive market research to create an area that would offer a compelling online experience for African Americans.

Belinda Hankins
AOL Executive Director and General Manager, African American Business Category
"We want AOL to be the brand of choice for African Americans not just because of its premium offerings but because it serves an underlying need by providing compelling, thought-provoking content from an African American perspective. In our next phase, we will be offering expanded broadcast features and new editorial programs around home-ownership, health and children's literacy, which we recognize to be important issues for the community."