Black Consumers Lead In Key Digital Categories

May 23, 2012

This article is included in these additional categories:

African-American | Analytics, Automated & MarTech | Data-driven

blackmobileconsumer5852.jpgBlack Americans are consistently the second-highest US consumers of mobile data services by ethnic demographic. And, they are highly active on the Internet and on their mobile devices, watching video, networking with their social connections, and making purchases, according to [pdf] Nielsen’s latest Cross-Platform Report.

Nielsen examined the media habits of the digital black consumer in the US, a segment with significant buying power which presents key opportunities for marketers, and illustrated their activities across online, mobile, social and TV.

In some key online activities, black Americans track far higher than the average. For example, black American men are 19% more likely than the average US adult to monitor investments and stocks online, and 16% more likely to read technology news online. As a demographic, black adults are 16% more likely than the average US adult to buy children’s clothes, shoes or accessories online.

Key findings on black consumers’ online activities include:

  • During Q4 2012, 63% of black adults made a purchase online
  • Black Internet users spent 22% of their time online visiting Social Networks/Blogs in December 2011
  • Black leading consumers in video watching on television, at an average 209 hours per month versus 150 hours per month for white viewers (the second highest demographic)
  • Black consumers are the second-highest consumers of video over the Internet (not on mobile phones), at 6.19 hours per month. Only Asian Americans ranked higher, at 8.43 hours per month
  • YouTube accounted for 48% of black viewers’ online video time during December 2011, and 31% of black adults online watched consumer-generated video across the Web
  • Black women are 67% more likely than the average U.S. adult to purchase hair care products online, and 54% more likely to buy skin care products online
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