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?
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
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
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North and South Dakota Are Experiencing the Fastest Growth in Black Consumer Power (% change in US Black consumer buying power vs. previous year, 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)