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Black Consumers’ Digital Habits 2025

The Economic Power of a Hyperconnected Consumer Group

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About This Report
A young, culturally influential, and economically powerful group, Black consumers are shaping digital trends through high engagement with streaming and social media while shaping retail with their distinct shopping preferences.
Table of Contents

Young, culturally influential, and economically powerful, Black consumers are making their presence felt in the digital landscape through high engagement with streaming, social media, and online shopping. With $2.1 trillion in projected buying power by 2026 and strong loyalty to brands that reflect their identity, Black consumers are plugged in and making it clear how they expect brands and retailers to respond to their economic and cultural influence.

Key Question: Which channels and platforms should brands use to most effectively reach and influence the buying behaviors of Black consumers?

Key Stat: Streaming accounts for 45.9% of Black adults’ total time spent with TV, according to Nielsen, with YouTube the leading platform.

This report can help you:

  • Develop media strategy and allocate budget for campaigns (brands and agencies)
  • Develop commerce strategy (brands and retailers)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Black consumers are young, engaged, and discerning
  3. Black viewers use a greater mix of digital video platforms than the total population
  1. Social media use among Black consumers is driven by younger users
  2. Online shopping is a weekly habit for Black consumers
  3. Recommendations for brands and retailers
  1. Sources
  2. Media Gallery

authors

Paola Flores-Marquez

Contributors

Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Zach Goldner
Senior Forecasting Analyst
Penelope Lin
Director, Data Visualization
Jennifer Pearson
VP, Research
Naomi Rebuelta
Copy Editor
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
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