Social Media Use By African-Americans

The prevalence towards social media use has affected the behavior of all audiences, including African-American consumers.  Recent information shows us not only how large a population the African-American social networker is, it gives us insight into what social activities they take part in.

• Over 60% of African-American’s visit social media sites

• 59% of African-American social networkers have “liked” a brand, company or service

• Nearly 40% found information on a brand, product or service

• Almost one-third have followed a brand or company

• Over 30% have recommended a company or brand

What Does This Mean To You?

The African-American consumer is searching for and discovering brands, products and companies through social networks. They are also making recommendations to others.  These “likers”, followers and recommenders can be a powerful piece of your marketing campaign.  The African-American social networker is a consumer that you want to engage.  African-American adults who have visited a social media sit in the past month across major U.S. markets:

  • Younger – over half are 18 to 34 years old
  • Educated – 60% have attended college
  • Families – 54% have children under 18 in their household

Social media can help get your message in front of audiences that will bring you results. As with other social media audiences, comments and other user generated content play a significant role in African American consumers purchase decisions. If you do not have a social reputation strategy, it’s something you need to get in place.  The lack of one can cause your business serious damage in the minds of consumers.  In tomorrow’s post, we’ll look at how African-American consumers utilize search engines For more information on how reputation management can help your company develop more loyal customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Google, Global, Hue, OTX; The 2011 Scarborough Multi-Market Study, Release 1

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