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Nielsen: Black consumers are 'above average' in many of their online activities
(May 19, 2012) Black consumers watch more television than any other ethnic group according to, but according to The Nielsen Co. they're also highly active online and on their mobile devices, watching video, networking with their social connections, and making purchases.
The Nielsen's latest Cross-Platform Report examined the digital media habits of the black consumer in the U.S., a segment with significant buying power which presents key opportunities for marketers -- and illustrated their activities across online, mobile, social and TV.
Among the key findings on black consumers' online activities:
- Black consumers are 67 percent than other adults to purchase hair care products online.
- During the fourth quarter of 2011, 63 percent of black adults made a purchase online.
- Black Internet users spent 22 percent of their time online visiting Social Networks/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.
The illustration below contains additional facts about black consumers' activities online. For more information, see Nielsen's earlier reports on The Digital Black Consumer.
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