Black Consumers’ Digital Habits 2024

Digital Video and Social Media Shape the Cohort’s Outsize Impact

Report by Paola Flores-Marquez  | Jun 26, 2024
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Executive Summary
Black consumers in the US are young, digitally skilled, and influential
Black audiences spend more time with media than the general population
Black consumers carve out their own spaces on social platforms
Sources
Media Gallery
About This Report
Black consumers are tech-savvy and eager to stay up to date on the latest digital and pop culture trends.
Topics
Black
Media Consumption
US
Table of Contents
Executive Summary
Black consumers in the US are young, digitally skilled, and influential
Black audiences spend more time with media than the general population
Black consumers carve out their own spaces on social platforms
Sources
Media Gallery

Abundant media consumption, receptiveness to advertising, and dynamic social media activity are key traits among Black digital consumers in the US. Tapping into these trends can help advertisers craft successful campaigns.

Key Question: What are the top digital activities and platforms among Black consumers in the US?

Time Spent With Connected TV (CTV) Surpasses Live TV Among Black Adults Under 50
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Key Stat: While US Black adults watch TV at higher rates than the general population, preferences follow a similar pattern: In both cohorts, viewers ages 65 and older watch more live TV, and 50 and younger lean toward CTV.

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Table of Contents

  1. Executive Summary
  2. Black consumers in the US are young, digitally skilled, and influential
  1. Black audiences spend more time with media than the general population
  2. Black consumers carve out their own spaces on social platforms
  1. Sources
  2. Media Gallery

Charts in This Report

Time Spent With Connected TV (CTV) Surpasses Live TV Among Black Adults Under 50Half of the Top 10 Largest Black Consumer Markets Are in the South (billions in US Black consumer buying power, by state, 2021)
North and South Dakota Are Experiencing the Fastest Growth in Black Consumer Power (% change in US Black consumer buying power vs. previous year, 2021)Black TV Viewers Are More Likely to Discuss the Shows They Watch on Social edia
Black Consumers Lead the Total Population on 6 of the 8 Top Social Platforms (% of US Black population vs. total population, 2024)Black Social Media Users Are More Likely to Enjoy Creating Shareable Content

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authors

Paola Flores-Marquez

Contributors

Suzy Davidkhanian
VP, Content
David Morris
Jennifer Pearson