Black Consumers and Social Media - US - May 2018
Nearly all Black consumers use social media to be entertained and connected to their family and friends anytime and anywhere. Social media exposes Black consumers to new ideas and information while simultaneously serving as a public platform to create and maintain agency over their identity and beliefs. Brand communication that is integrated in Black users’ social media experience may be noticed, supported, and lead to consumer action.
This report examines the following issues:
Black adults visit on average 3.6 social media sites
Black consumers have diverse online connections who share their interests
Black adults visit social media sites all day long
Brands entertain, but don’t connect with Black consumers
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