by Maria Lloyd, Financial Juneteenth
Despite mainstream media’s relentless attempt to portray African-Americans as vile, materialistic, promiscuous people, a report titled 2013 African American Consumer Report, published by research firm Nielsen and the National Newspaper Publishers Association (NNPA), puts an end to many of the negative stereotypes about African-Americans that are mass promoted and marketed.
Below are five things you should know about African-Americans’ interests:
- Black people show a strong interest in being educated and employed. African-Americans spend 44 percent more time on education and career sites and 21 percent more time on family and lifestyle sites than total market consumers.
- Black people have a strong interest in being educated about their finances. African-Americans read financial magazines 28 percent more than other consumers and spend an average of 87 minutes online looking at websites related to finance and investment, which is 12 percent higher than the overall market.
- Black people invest A LOT of money in their appearance. African-Americans purchase Ethnic Hair and Beauty Aids (HABA) nine times more than any other race, which makes it a powerful industry across all income levels in Black America.
- Black people show strong interest in television programming that has a Black cast. African-Americans watch 37 percent more television than any other group. They’re particularly interested in television programming that has a diversity in casts or characters who are reflective of Black lifestyle and culture. This was proven when MSNBC’s 2012 ratings surged as of a result of having a staggering 60 percent growth in African-American viewership with the addition of African-American personalities being added to the network.
- Black people dominate the smartphone market. Seventy-one percent of African-Americans own a smartphone, compared to 61 percent of the rest of America’s population. Using mobile phones to share and absorb information has become a way of life for African-Americans.