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Nielsen, Black Consumers’ Use Digital Media 2 Hours More Than National Average
A new NIELSEN study, Engaging Black Audiences: How Brands Impact, Grow, and Win with Inclusion, shows Black Americans spend more time on digital platforms than the general U.S. population, averaging 32 hours per week on smartphones, tablet apps, and websites. That’s two hours more than the national average.
NIELSEN VP/Diverse Insights & Partnerships CHARLENE POLITE CORLEY stated, “While reaching Black consumers may not be a challenge, genuinely connecting with them requires an understanding of the platforms that foster meaningful conversations and connections.”
The study found Black Millennials engage with social media nearly an hour more per week than all other adults. Black Adults engage heavily across multiple media platforms, with radio and podcasts each reaching 27 million BLACK consumers weekly, matching TV’s reach.
Advertising influence was also analyzed, with 63% of Black consumers more likely to consider new brands after seeing social media ads, compared to 58% of the general population. Additionally, 73% of Black podcast listeners recalled a brand name after hearing an advertisement.
The study also reported Black Adults spend 46 hours and 13 minutes per week watching TV, 11 hours more than the general U.S. population. Streaming Services account for 46% of Black adults’ TV viewing time, while YOUTUBE leads as the most-watched platform, representing 13% of their total TV viewing time.
To read the full report, click here.