This post is part of an ongoing series called “Ask Living the Path.” With more than 1,000 blog posts, news 
articles, data summaries, strategy guides and case studies, our knowledge-based online community, Living the Path, is packed with content that will help you stay informed. In this series we demonstrate how the site can help you answer common strategic and tactical questions. Those using Living the Path for this purpose can refer to the wiki and the social news site, the NewsHub.
When it comes to Hispanics, African-Americans and digital technologies, it’s hard to break down old myths. Myth number one is that people in these groups are not using online technologies or social media in great numbers. Fortunately, we have lots of great data looking at how these groups are using online technologies to inform us about the true state of affairs.
However, before presenting some of the data highlighted on the Path of the Blue Eye Project’s online community, Living the Path, it’s important to make a few points:
1. Although people in minority groups are embracing social technologies, we still have a long way to go. Having access to digital tools via a public library, or even at home does not solve every problem. There is a growing “participation divide” between people in minority groups and the less affluent and everyone else. Specifically, those with 24/7 access to online tools have more digital skills and are at a significant advantage. You can learn more about the participation divide by clicking here.
2. Mobile technologies may be the great equalizer. There is growing evidence that African Americans, Hispanics and other groups are embracing mobile tools and surfing the mobile Web in greater numbers. Earlier this month, Morgan Stanley released a must-read report focusing on the future of the Internet suggesting that the mobile Web will be ascendant in 5 years.
3. People with chronic conditions use the social Web, but are online less. Numerous epidemiological studies indicate that people in minority groups suffer disproportionally from certain chronic conditions. However, the Pew Internet and American Life recently reported that when it comes to the Web, people with chronic conditions are less likely to be online — despite the fact they are more likely to use social technologies. Learn more about Pew’s research here.
Hispanics, African Americans & Digital Technologies
So, if you were using Living the Path to find information on how African Americans and Hispanics are using digital technologies, where would you begin? Well, the best place to start is on the wiki. You can use the search engine (using terms like “African Americans and Internet” and “Hispanics and mobile”). If you conducted this type of search, here is a sampling of what you’d find:
- Less Than 50% of African Americans, Hispanics Use the Internet on a Regular Basis
- 2009 Pew Analysis Indicates 74% of Americans Use the Internet
- Hispanics Highly Likely to Use Mobile Broadband Services
- 45% of Hispanics Using the Web Are on Facebook
While you’re on the site, don’t forget to conduct a search using the terms “social networks” and “blogs”
Also, the Living the Path NewsHub has many, many references to blog posts and news articles on this subject. You can start by browsing articles categorized under the “multicultural marketing” tag, by clicking here.
Remember, if you have questions, it’s likely that Living the Path has answers.
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