According to recent research from Nielsen for marketers seeking to reach African-American women, integrated campaigns, inclusive of not only traditional platforms such as television and radio, but also digital and social, is paramount. With a combination of digital prowess, social savvy and voracious media consumption, Black women have very unique media habits and preferences.
80% of Black women own smartphones, a rate 8% higher than non-Hispanic White women. And 57% own a tablet, somewhat on par with non-Hispanic white women. Black women’s high ownership of mobile technology gives them access to a multitude of apps and sites, including social networks, and is a key driver of the way their time is spent consuming media. Facebook (72%) is the top social media networking site used by Black women. YouTube, Instagram, Twitter and Google+ are also sites visited more frequently by Black women than their non-Hispanic White counterparts.
When it comes to live television viewing and DVR/time-shifted TV, Black women spend nearly 15 more hours each week on these platforms (51 hours and 36 minutes) than total women in the U.S. (36 hours and 38 minutes). Also, black women spend more weekly time using apps and browsing the web on smartphones (19 hours and 27 minutes) than all women (17 hours and eight minutes). And, Black women of all ages have increased consumption of other digital platforms as well, including internet on a PC, video on a PC, multimedia devices and video on a smartphone.
Hear from Media industry professionals concerning the importance of Black Women in Media and how to use our social savviness to improve what we see in the media.
Let's work together to change the stereotypes of Black Women and learn how to use our worth to empower the masses.
Celia Walker - Rolling Out Magazine
Mollie Belt - Dallas Examiner
Shannon Hart-Powell - WFAA 8
Cheryl Smith - iMessenger Media
DeDe McGuire - K104 FM
K.C. Fox - CW33
Denita Lacking-Quinn - DFW Black Bloggers