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Buying Power of Black Consumers Presents Key Opportunities for Marketers

6 Jun, 2012 By: Jackie Jones

WASHINGTON, D.C. – The digital lives of America’s black consumers highlight the significant buying power present and the key opportunities there for marketers, according to new insights from the Nielsen Co.

While black consumers watch more traditional TV than any other race or ethnic group in the U.S., they also are highly active online and via mobile platforms, watching media, networking socially and making purchases through those devices, according to Nielsen data.

“The digital black consumer is active online, consuming a wide variety of content,” Nielsen said. “The media habits of the digital black consumer in the U.S. (show they are) a segment with significant buying power which presents key opportunities for marketers.”

Key findings of the Nielsen report included:
• 63 percent of black adults made a purchase online during the fourth quarter of 2011; and 21 percent downloaded online coupons.
• Black Internet users spent 22 percent of their time online visiting social-networking sites or blogs in December 2011.
• YouTube accounted for 48 percent of black viewers’ online video time during December 2011, and 31 percent of black adults online watched consumer-generated video across the Web.
• 16 percent of black adults online are more likely than the U.S. adult online to buy children’s shoes, clothes and accessories online; 5 percent are more likely than the average U.S. adult online to purchase groceries.
• 67 percent of black women are more likely than the average U.S. adult online to purchase hair care products online; 54 percent are more likely than the average U.S. adult online to purchase skin care products online.

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