A recent report from Nielsen highlights African-Americans’ economic and cultural gains and continues to shine a spotlight on how African-American Millennials are forging ahead in their use of technology and social media to raise awareness and evoke a national discussion on civic and political issues.
As African-Americans, particularly younger Millennials, continue to develop and expand their influence on mainstream America, companies are making changes to reach this culture-rich group with unique, captivating campaigns, as well as products and services that meet their needs.
African-Americans continue to represent a significant percentage of growth in the U.S. population, says the Nielsen report. Having grown 21% between 2004 and 2014, the U.S. Black population is currently at 46.3 million (14% of the total U.S. population), according to the most recent U.S. Census information.
There are 83.1 million Millennials currently in the U.S. and of which African-American Millennials comprise 14% (about 11.5 million), says the report, and comprise 25% (about 11.4 million) of the total Black population.
PR Daily, in a recent report on this subject, proposes that, for marketing pros who seek to tap into this ethnically diverse and complex audience, Nielsen’s latest report “Young, connected and black” suggests examining one niche in particular: African-American millennials. To foster a more productive and successful connection with these consumers, consider the following approaches, says the PR report.
African-American millennials are 25% more likely than other millennials to say they’re the first in their group of friends to try new technology.
Cheryl Grace, Nielsen's senior vice president of U.S. strategic community alliances and consumer engagement, points out that “… black millennials are leading the way in their use of technology to impact change and get their voices heard… marketers can leverage technology to raise their engagement with, and visibility among, these digitally empowered persuaders through increased ad spends and promotion of video content on social [media] sites…” This is often far less expensive than traditional print and television advertising, opines the report.
To hook black millennials, the messages and images must be authentic, says the report. Executives can reach this culture-rich group with captivating campaigns, as well as by tailoring their products and services to meet that group’s unique needs. A few specific interests to note from the report are:
Continuing, Mia Scott from Nielsen, Robin Beaman and Shawn Tayler from Beamatic, write about additional highlights from the Nielsen report, pointing out that 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. Media and brands are taking notice, creating campaigns and content that target this increasingly influential demographic with greater ad spends and more diverse programming.
The 2016 report, they note, 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. 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%. 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.
Some other key highlights from the report include:
For more details and insights, please download the 2016 Nielsen report here.