According to a recent eMarketer article, marketers need to be aware of the changing US Internet population. In 2010, eMarketer predicts that 71% of the total US population, 221 million people, will be online. By 2014, that number is expected to grow to 77%.
The characteristics of US Internet users are beginning to resemble those of the US population in general. The average age of Internet users is rising. In addition, growth is occurring among all races and ethnicities of online Americans, with racial and ethnic characteristics more closely mirroring the population as a whole.
According to Lisa E. Phillips, eMarketer senior analyst, “Marketers should use multicultural marketing campaigns to target Asian, black and Hispanic audiences, because most are proud of their heritage and appreciate marketers who reach out to them with cultural messages.”