Nielsen Report: African-American Millennials Close The Digital Divide
October 17, 2016 at 12:34 PM (PT)
According to NIELSEN’s annual AFRICAN-AMERICAN Consumer Report "Young Connected And Black," released today, BLACK MILLENNIALS number 11.5 million and are driving AFRICAN-AMERICANS' use of mobile technology while closing the digital divide. With $162 billion in buying power and undisputed cultural influence, BLACK MILLENNIALS are using their power to successfully raise awareness of issues facing their community and influence decisions shaping our world, while media and brands take notice.
The latest report is the sixth in NIELSEN’s DIVERSE INTELLIGENCE SERIES focused on BLACK consumers. It paints a picture of a community that is "tech-savvy, socially and civically engaged" and growing in population to 46.3 million in the U.S., representing 14% of the U.S. population and nearly $1.2 trillion in spending, and optimistic about the future.
BLACK MILLENNIALS represent 14% of the U.S. total of 83.1 million and 25% of the total AFRICAN-AMERICAN population. In 2012, 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.
Between 2011 and 2015, broadcast network TV ad spend focused on AFRICAN-AMERICAN 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”).