The Hip Hop Online Demographic Project: Part 2

I've received a lot of feedback from the launch of this demographic project, mostly in the form of emails lambasting my use of arbitrary categorizations.  Once again:  These rankings are not the result of my personal inquiry and research.  They are from the giant media company that measures such media exposure and traffic, the same one that rhymes with "real, son!"  The categories are also not my choice, although I did narrow it down a bit by using a gender filer (Male) and an age filter (18-34). 

Thanks everyone for their insight, and this time less talk, more data.  This is the same as the first study, only I filtered African American as the key criteria instead of Hip Hop Music Listener. I've also eliminated the Network category, which was a little arbitrary, and the Navigation category, which was imostly rrelevant.

FILTER: Male, 18-34, African-American/Black, Content Sites
1) BlackPlanet.com
2) BET.com
3) Ebony
4) AOL Black Voices
5) BlackAmericaWeb.com

6) ESSENCE
7) AskMen.com
8) WWE.com
9) IGN.com
10) MonsterTRAK

I can't disclose the numbers, but let's just say Blackplanet has the content site category on lock.  Also worth mentioning is the business/employment focus of 11) ComputerJobs.com, 12) Business 2.0, 21) Fortune, and 26) Business.com

FILTER: Male, 18-34, African-American/Black, Web Category
1) African-American Websites
2) Men's Websites
3) Adult Entertainment Websites
4) Music Websites
5) Hispanic-American Websites
6) Asian-American Websites
7) Audio/Video Websites
8) Small Business Websites
9) College Websites
10) Gay/Lesbian/Bisexual Websites

Once again, there is quite a bit of a business influence in the top 25.  Categories of note that fell just short of the top 10 were 11) Career/Employment Websites, 20) Investing & Finance Websites, 21) Real Estate Websites, and 22) Business News Websites

If you compare these numbers to the ones provided in Part 1 of the Demographic Project, you'll notice that there is very little overlap in the Content category.  This might be a couple of things:
- Afican American Males (who are online) do not identify themselves as hip hop music listeners
- Most hip hop music listeners (that are online) are not African American
- Most African American Males 18-34 who might identify themselves as hip hop music listeners are not online
Feel free to provide your own analysis.  There are many ways to tell a story with multiple sets of data, and there usually are truths to be discovered beyond the numbers.  As a marketer, I'd like to see Hip Hop Culture, and not just music, be used as a filter for demographic study.

Email me if you really want to know what the Navigation and Network results were, or if you need any clarification about the rankings I've presented here.  Also let me know if you want the full lists of top ~50 sites in any of the said categories.  Next time we'll peer into demographics of online community sites such as Friendster, MySpace, and TheFacebook.  Drop a note and tell me what you'd be most interested in seeing out of that next phase. 

Comments

[nastack]

I don't know, but there's alot of online hip hop junkies to say that hip hop fans don't really go online. Look at all these blogs, message boards, forums, etc. And most people that go to BET.com are probably looking for music, too.

[i'm the skwidawd]

What I wanna know is how many black men go to hairyfatwhitebitches.com. And, vice versa (how many white men go to fathairyblackbitches.com).

;)

Now, that would be telling.