annual African-American consumer report focuses on power of black Millennials
17, 2016) Black Millennials are 11.5 million strong and leading a viral
vanguard that is driving African-Americans' innovative use of mobile
technology and closing the digital divide. Nielsen highlights this group
in a new report called "Young, Connected and Black: African-American
Millennials Are Driving Social Change and Leading Digital Advancement."
With $162 billion in buying power and undisputed cultural influence,
Black Millennials are using their power to successfully raise awareness
of issues facing the Black community and influence decisions shaping our
world. Media and brands are taking notice, creating campaigns and
content that target this increasingly influential demographic with
greater ad spends and more diverse programming.
The sixth in Nielsen's Diverse Intelligence Series focused on Black
consumers, "Young, Connected and Black" paints a picture of a Black
diaspora that is tech-savvy; socially and civically engaged; growing in
population (46.3 million or 14% of the U.S. population) and buying power
(nearly $1.2 trillion in 2015); and optimistic about the future.
The new 56-page report focuses on the nation's 11.5 million
African-American Millennials--their shopping and viewing habits, social
media and digital trends, economic power and cultural influence. For
more details and insights, download the 2016 report, "Young, Connected
and Black: African-American Millennials Are Driving Social Change and
Leading Digital Advancement" at
"We have entered a new era whereby technology has become a great
equalizer," said Cheryl Grace (nee Pearson-McNeil), Senior Vice
President, U.S. Strategic Community Alliances and Consumer Engagement.
"Black Millennials are leading the way in their use of technology to
impact change and get their voices heard."
The 83.1 million U.S. Millennials are considered a key voting bloc this
November. Black Millennials represent 14% of all Millennials and 25% of
the total Black population. The top five markets for Black Millennials
(by population) are New York, Atlanta, Chicago, DC and South Florida
Weeks before the 2016 presidential race, the power of the Black
electorate is a particular point of interest given the records set in
2012 when, bolstered by its Millennial population, African-Americans had
the highest rate of voter registration and voter turnout of any
demographic group in the U.S.
"African-American Millennials are blazing trails to the center of the
debate over matters that are paramount to their future success and
safety -- all as their influence over mainstream consumers grows," said
Deborah Gray-Young, Managing Partner, D. Gray-Young Inc., a
multicultural marketing consulting firm and Nielsen External Advisory
"Nielsen continues to be the definitive source of
independent third-party insights on consumers of color. This annual
report is an essential tool for organizations looking to develop a
deeper contextual understanding of the influence and economic power of
The 2016 report delves into the spending and viewing habits of
African-Americans overall and credits a voracious appetite for
television content with the dramatic increase in diverse television
programming. Between 2011 and 2015, broadcast network TV ad spend
focused on Black audiences (defined as ad dollars placed on programming
with greater than 50% Black viewers) increased by 255%. The Top 10 TV
shows among Black Millennials 18-24 and Blacks 35+ all had predominately
Black casts or lead actors who are key to the storyline (e.g. "Empire,"
"How to Get Away With Murder," and "The Walking Dead").
Some other key highlights from the report:
African-Americans are Active Digital Consumers
African-American Millennials are 25% more likely than all Millennials to
say they are among the first of their friends/colleagues to try new
As smartphone owners, African-Americans (91%) are second only to
91% of African-Americans say they access the Internet on a mobile
device, an increase from 86% in 2015, which further cements their status
as digital leaders.
A Viral Vanguard: Social media engagement
55% of Black Millennials report spending at least one hour a day on
social networking sites, which is 6% higher than all Millennials, while
29% say they spend at least three hours a day, 9% higher than all
28% of African-Americans age 35+ say they use social networking sites
for at least one hour per day, which is 2% higher than the total
population in this age group. Ten percent of African-Americans age 35+
say they use social networking sites for at least three hours per day,
which is 2% higher than the total population age 35+).
Voracious Content Consumers
African-American Millennials watch nearly 33 hours of live and DVR
time-shifted television per week, about 12 and half more hours per week
than total Millennials.
African-American Millennials spend about two hours more per week (eight
hours and 29 minutes versus six hours and 28 minutes) using the internet
on PCs, and about an hour more weekly (three hours and 47 minutes versus
two hours and 33 minutes) watching video on PCs than total Millennials.
Education advancements of Black Millennials
89% of African Americans ages 25-34 completed high school, compared to
77% of Black Americans ages 55 and older.
21% of African Americans ages 25-34 have an associate's college degree
or higher, versus 17% of those who are 55 and older.
African-American incomes and spending power
Overall Black spending power is projected to reach $1.4 trillion by
From 2004 - 20014 the number of Black households with annual incomes of
$50,000 - $75,000 increased 18% compared to 2% for the total U.S. For
Black households earning $100,000+ annually, the increase between 2004
and 2014 was 95%, compared with 66% for the total population.
The share of Black households with an income less than $25,000 declined
from 43% in 2004 to 37% of the total African-American population in
Media Alert: Nielsen's Cheryl Grace, Senior Vice President, U.S.
Strategic Community Alliances and Consumer Engagement, and Andrew
McCaskill, Senior Vice President, Communications & Multicultural
Marketing, are available for media interviews.
For more details and insights, download the 2016 report, Young,
Connected and Black: African-American Millennials Are Driving Social
Change and Leading Digital Advancement.
Join the conversation on Facebook (Nielsen Community) and Twitter (@NielsenKnows)
About Nielsen's Diverse Intelligence Series
In 2011, Nielsen launched the Diverse Intelligence Series, a robust
portfolio of comprehensive reports that focus solely on diverse
consumers' unique consumption and purchasing habits. The series has
become an industry resource to help brands better understand and reach
ethnic customers. To learn more about Nielsen's Diverse Intelligence
research series, visit
Click here to download a copy of the report
Click here for
more recent news stories and our news archive
SAVE THE DATE!
ORDER TODAY AND SAVE!
The 19th Annual Edition
The Buying Power of
A dollar-by-dollar breakdown
of the Trillion-Dollar Black Economy
Target Market News
Click here to learn more and order the
print and digital copy today!