More than seven in 10 online Black Americans (72%) have two or more social networking profiles, according to Nielsen. Twitter is the preferred social network among Black social media users. Blacks are 30% more likely than the average consumer to visit Twitter via mobile phone.
More than half of Black Americans (54%) own smartphones, up from just 33% in 2011. They’re active users of smartphones for shopping-related functions.
The majority of Black smartphone owners are receptive to mobile advertising, if there’s a perceived benefit or entertainment value. Blacks are generally more receptive to Black-targeted media than to mainstream media, according to Burrell Communications data cited.
More than nine in 10 (91%) feel that Black media are more relevant to them, and 81% believe the products advertised in Black media are more relevant to them. More than three quarters (77%) feel that Black media have a better understanding of their needs and the issues that affect their lives.
On a typical day, more than nine in 10 Black adults spend time watching TV, while more than two thirds spend time listening to radio, according to Media Behavior Institute data cited.
Media habits vary considerably by age. Black Gen Y adults are much more likely than Black Boomers to use mobile and video game consoles on an average day, while Boomers are more likely to read print media. Black Boomers are more likely than their Gen Y counterparts to spend time doing chores and preparing food on a typical day.
Black Americans are avid moviegoers, attending 10% more often than members of the general population, according to Media Behavior Institute data cited. In a typical week, 12% of Blacks go to the movies. Boomers attend more frequently than members of other age groups.
Source: “African American Consumers: Still Vital, Still Growing, 2012 Report,” Nielsen, Alana Johnson, Communication Manager, 770 Broadway, New York, NY 10003; 646-654-5000; alana.johnson@nielsen.com; www.nielsen.com. Price: Available online at no charge.
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