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