Home  › Media › Mobile
nielsen-blacks-mobile

Nearly 70% of Blacks Used Mobile for Shopping Research

  |  September 24, 2012   |  Comments

A Nielsen study shows African-Americans are 30 percent more likely to visit Twitter using mobile devices than the average consumer.

African Americans are OK with the ad-for-free content exchange, according to a new study. Among other things, the "African-American Consumers: Still Vital, Still Growing 2012 Report" from Nielsen showed how Blacks with connected mobile devices feel about various digital ad elements such as video and location targeting.

The report suggested advertisers "promote new technology and lifestyle products to African-American Millenials and Generation Y consumers" in part because they "tend to be early adopters and pop culture influencers."

According to the report, the rate of smartphone ownership among Blacks rose from 33 percent to over 54 percent in the last year. Sixty-two percent of Blacks who owned connected mobile devices said they are "OK" with ads that enable them to access free content. The study was conducted in the fourth quarter of 2011.

Indeed, mobile devices appear to be important to Blacks when it comes to shopping and comparing prices. The study showed 68 percent researched shopping information via their phones on a search engine and 64 percent checked out a retailer's app or mobile site.

nielsen-blacks-mobile

In addition, 61 percent read product reviews, 57 percent searched for price comparisons, and 38 percent looked for a coupon to download on their mobile devices.

Of those studied with connected mobile devices, 43 percent said they were more apt to look at ads if they feature an interesting video, while 37 percent said ads that provide custom information based on their location are "more useful."

Nielsen stressed the African-American market's youth-dominated appeal. Blacks are 14 percent younger than the American population in total, and 54 percent of them are under age 35.

The research firm also highlighted the high use of Twitter among Blacks, who are 30 percent more likely to visit Twitter using mobile devices than the average consumer.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Articles written by ClickZ's stats staff.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...