African-American consumers can play a big part in the success of your business. Knowing how they use media can help you create a strategy that develops loyal shopping pattern and efficient media buys. A recent study gives us insight into the digital activities of African-Americans.
• African-American consumers spend one-third of their media
• On average, they spend over 260 minutes each day online
• Nearly 70% of African-Americans are active online buyers
• Over half of African-Americans go online via mobile device
What Does This Mean To You?
In an earlier post, we talked about how value the African-American consumer could be to your business. But do you know how valuable? Across major U.S. markets, African-Americans were more likely to purchase over the next 12 months:
- New or used vehicles
- Consumer Electronics
- HD TVs
For more information on effectively reaching and engaging target markets, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Supervisor
Source: Google, Global, Hue, OTX; The 2011 Scarborough Multi-Market Study, Release 1