Digital Media Consumption By African-Americans

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.

There are over 27 million African-American internet users across the country

• African-American consumers spend one-third of their media
time online

• 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
  • Homes
  • Furniture
  • Appliances
  • Mattresses
  • Consumer Electronics
  • HD TVs

For more information on effectively reaching and engaging target markets, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Google, Global, Hue, OTX; The 2011 Scarborough Multi-Market Study, Release 1


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