But there is a gap in access to computers and the internet. The percentage of urban African-American households with internet access is 14 points below the overall urban average. For urban Hispanic households, the disparity is nine points. For Hayles, the slower digital rollout in urban-minority areas has a lot to do with corporate attitudes. There is a perception in the corporate culture that the urban minority marketplace is hampered by low incomes and that it is not able to provide an adequate rate of return.
Money is a factor, though.
According to Waterston, cost was often cited in the survey as a reason for not acquiring internet access. The study provides some interesting statistics to answer this concern. These numbers show that percentages of computer ownership and internet access among urban African-Americans and Hispanics are less than the percentages in comparable income groups for the overall urban population. It makes sense to draw the conclusion that new media businesses haven t fully explored the potential of urban African-American and Hispanic groups. The study suggests that the interest these groups have in cable TV and premium cable services might offer a clue as to the direction that the marketing should take.