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According to Nielsen’s annual African American Consumer Report released today, 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. 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, while media and brands take notice.
The 2016 report Young, Connected and Black: African-American Millennials Are Driving Social Change and Leading Digital Advancement is important because:
It’s the sixth in Nielsen’s Diverse Intelligence Series focused on Black consumers.
It 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 83.1 million U.S. Millennials are considered a key voting bloc this November with Black Millennials representing 14% of all Millennials and 25% of the total Black population.
o 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.
It 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.
o 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%.
o 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”).
Cheryl Grace, Nielsen’s Senior Vice President of U.S. Strategic Community Alliances & Consumer Engagement was on our show to talk about the 2016 Nielsen African American Consumer Report: Young, Connected And Black: African-American Millennials Are Driving Social Change.
Some of the subjects that Ms. Grace talked about were:
– The impacts that Black millennials are having on the American economy
– The fact thatBlack millenials under-indexed for the percentage of leisure time spent on social networking spent on social networking sites (8%) they over-index for the actual number of hours spent.
– The impact of the African-American population getting older (55+)?
– The effect of large growth of Black female business owners on the American economy
– The fact that African-American household incomes have been going up
– Black millennials are better educated than their parents and more African-Americans enrolled in college (70.4% in 2014 from 59.3% in 2013)
– African-American are more optimistic than any other group they realize that there is still work to be done
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Dr. Vibe
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