Nielsen has released some updated stats and an infographic on African-American consumers and mobile advertising. As of Q4 of 2011, half of black mobile users owned a smartphone (up from 44% in Q4 2010) and 58% accessed the mobile Internet, more than any other race/ethnic group.
Nielsen was updating data from its Sepember, 2011 “State of the African-American Consumer” report, which it compiled in cooperation with the National Newspaper Publishers Association (NNPA), a federation of more than 200 Black community newspapers across the U.S. As Nielsen described, “This growing economic potential presents an opportunity for Fortune 500 companies to examine and further understand this important, flourishing market segment.”
“Too often, companies don’t realize the inherent differences of our community, are not aware of the market size impact and have not optimized efforts to develop messages beyond those that coincide with Black History Month,” said Cloves Campbell, chairman, NNPA.
Where to reach them?
Spot and search advertisers will want to concentrate on the eastern seaboard and south/southeast, according to U.S. Census data.
Among other findings by Nielsen and NNPA:
- With a buying power of nearly $1 trillion annually, if African-Americans were a country, they’d be the 16th largest country in the world.
- The number of African-American households earning $75,000 or higher grew by almost 64% between 2000 and 2009, a rate close to 12% greater than the change in the overall population’s.
- African-Americans make more shopping trips than all other groups, but spend less money per trip. African-Americans in higher income brackets also spend 300% more in higher-end retail grocers more than any other high income household.
- There were 23.9 million active African-American Internet users in July 2011 – 76% of whom visited a social networking/blog site.
- African-Americans use more than double the amount of mobile phone voice minutes compared to Whites – 1,298 minutes a month vs. 606.
- The percentage of African-Americans attending college or earning a degree has increased to 44% for men and 53% for women.