Black consumers spend 32 hours weekly on apps and websites—two hours more than the U.S. average—according to Nielsen’s report Engaging Black Audiences: How Brands Impact, Grow, and Win with Inclusion. As digital trendsetters, Black consumers are reshaping brand engagement. Charlene Polite Corley of Nielsen emphasizes the importance of understanding Black experiences and cultural nuances to form lasting connections.
Social media plays a significant role, with Black millennials leading in time spent on platforms. Black adults also have high engagement with radio, podcasts, and TV—spending 46 hours per week watching TV, 46% of which is streaming. YouTube is a key platform for Black audiences, with 63% of Black adults engaging with it and 44% making purchases based on its content.
Social media and podcasts influence purchasing decisions, with 63% of Black consumers more likely to consider a brand from social media content. Additionally, Black sports fans present a strong opportunity for brands, with increased viewership in women’s basketball, especially during events like the WNBA All-Star Game and NCAA Women’s Championship. Black fans are more likely to purchase brands seen in sports sponsorships.