Black Demographics Spend Approximately 32 Hours Per Week Engaging on Websites and Applications
A recent study by Nielsen, titled "Engaging Black audiences: How brands impact, grow and win with inclusion," reveals valuable insights about marketing to Black consumers and the importance of inclusion for brand growth and impact.
The report underscores the growing cultural and economic influence of Black America, making this audience a critical segment for brands aiming for growth and relevance.
One key finding is the distinct media consumption habits of Black audiences. Radio reaches 27.4 million Black listeners, a reach comparable to connected TV, and Black consumers are twice as likely as other demographic groups to try products promoted on local radio stations. This highlights radio as a highly effective and often underleveraged channel to engage Black audiences.
There is often a misalignment between marketer perceptions and actual media effectiveness. Marketers tend to undervalue channels like radio and podcasts, despite their strong return on investment (ROI) among Black consumers. This gap highlights the need for marketers to base decisions on objective data rather than assumptions.
Meeting Black audiences "where they are" —understanding their preferred platforms and trusted channels—is essential for crafting targeted marketing strategies that drive sales and build brand loyalty.
The report also emphasizes the importance of inclusive marketing efforts. True inclusion involves not just representation but meaningful engagement that resonates culturally and economically with Black consumers.
YouTube is the top platform for Black audiences, where they spend 13% of their total TV time compared to 10% for all U.S. viewers. YouTube reaches 63% of Black adults, and 44% report that they have purchased products based on YouTube content.
Podcasts drive powerful connections for Black listeners, with 73% of Black listeners able to recall a brand name after ad exposure, compared to 70% overall.
Sports events have seen a surge in Black viewership in recent years. The WNBA All-Star Game, WNBA draft, and NCAA women's basketball championship have all experienced significant increases in Black viewership. Black sports fans are 7% more likely than all sports fans to buy a brand after seeing its sponsorship activations.
Nearly half of the TV time for Black audiences (46%) is spent on streaming, which is gaining share year-over-year with Black adults. Black audiences spend 46 hours and 13 minutes per week watching TV, compared to almost 35 hours for the total U.S. population.
Social media apps have become a haven for Black consumers, with Black adults overall spending more time scrolling than their peers. Black millennials (between 18 and 34 years old) spend the most time on social media among all adults by almost an hour per week.
The study found that social media ads and content, as well as podcasts, can influence purchasing decisions among Black consumers. Black audiences are more likely to recall brand names after podcast ad exposure compared to the overall audience.
The increased engagement of Black sports fans presents a new opportunity for brands to turn fan loyalty into brand loyalty. Black fans are more likely to buy a brand after seeing its sponsorship activations, which could drive sales.
In summary, Nielsen’s insights stress the importance for brands to leverage data-driven strategies, recognize the unique media consumption patterns of Black audiences, and embrace authentic inclusion to successfully engage and grow with this influential consumer segment.
- The study by Nielsen suggests that understanding the preferred platforms and trusted channels of Black audiences, such as YouTube and podcasts, is essential for crafting targeted marketing strategies.
- Black consumers are twice as likely as other demographic groups to try products promoted on local radio stations, which underscores radio as a highly effective channel to engage this audience.
- Nearly half of the TV time for Black audiences is spent on streaming, making it a growing and important area for brands to focus on.
- Social media apps have become a crucial hub for Black consumers, with black millennials spending the most time on social media among all adults.
- The increased engagement of Black sports fans and their higher likelihood of buying a brand after seeing its sponsorship activations present a significant opportunity for brands to convert fan loyalty into brand loyalty.
