Irish Researchers Note Decline of ‘Digital Divide’ While Ad Dollars go to Hispanic Budgets

It has taken an Ireland-based research firm to draw attention to something that multicultural advertising executives have known for some time: advertisers are pulling money out of traditional and new black media and plowing it into Hispanic ad budgets.

The result could be a double whammy for black media outlets that are already struggling with the overall downturn in the economy.

Research and Markets, based in Dublin, has released a report touting the buying power of African-Americans online. The company pointed to a decline in the so-called “Digital Divide,” noting that nearly one half of the African-American population uses the Internet at least once a month. However, the firm noted that has not stopped advertisers from shifting their ad dollars to the faster growing Hispanic market.

In its report, which is available for a fee, Research and Markets stressed that “the African-American market should not be taken for granted — this audience is known for taking note of advertisers and messages targeted to them, and responding accordingly.”

On its website Research and Markets describes itself as “the leading source for international market research and maket data.” It claims to have provided research data to companies such as Time Warner, Coca-Cola, Citibank and JP Morgan.