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Author: Subject: Nielsen survey: Multifaceted Connections: African-Americans are #1 in media consumption
Tea_Honey
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[*] posted on 2.15.2016 at 03:32 PM
Nielsen survey: Multifaceted Connections: African-Americans are #1 in media consumption


African-Americans have a diverse approach to receiving content and information - they fully engage and connect through various mainstream and niche media outlets and platforms, and they consume more content than other groups on ALL fronts.

In a consumer marketplace cluttered with options, African-Americans aren't shy about choosing the best-fit media outlets for news-gathering and entertainment purposes, reporting above-average consumption across each platform.

African-Americans watch the most television of any group, watching nearly 200 hours per month - roughly 60 more hours than the total audience! While blacks watch more real-time (i.e., live) television than other groups, levels of time-shifted and video-on-demand viewing are increasing as well, furthering the notion this group- of consumers is multifaceted in their approach to viewing their favorite broadcast and cable programs.

During a time when digital is dominating news media consumption, African-American consumers still trust print. In fact, 52% of the black consumers Nielsen surveyed were more
likely to be voracious readers of magazines, which is 30% higher than the general population.

Culture and heritage are drivers of preferred reading choices for blacks. Black readers have a strong connection with print mediums, which cater to these important elements. Among survey respondents, African-American-focused magazines and newspapers were important and provided information about products and deals. 59% of African-Americans agreed that advertisers in black newspapers, specifically, know hoiw to connect with black audiences. Because of blacks' strong affinity for culture-rich content, general-market outlets have established niche websites that offer a space for African-American-inspired stories on digital platforms.

Radio is another medium with high levels of connectivity for African-Americans. In a recent Nielsen report, where 10,000 African-American adults were surveyed, 92% said they tune into radio each week, listening for more than 12 hours, which is 5% longer than the total audience. Peak listening hours are between
10 a.m. and 3 p.m., with 61% of the listening occurring outside of the home.

Top-ranked radio formats for African-Americans with audiences that are more than 70% black are Urban Contemporary, Adult Urban Contemporary and Rhythmic Contemporary. Other formats with significant sway include Gospel and Urban oldies, which maintain 90% of black audiences. Culturally relevant topics and news, coupled with to-rated morning and afternoon programming, provide a substantial avenue for reaching black listeners.

African-American consumers have embraced technology, are avid users in this space and have become vocal mainstays in
popular social media and blogging channels. Smartphone penetration is 81%, slightly edging the total population by 7%. On a monthly basis, blacks spend close to 56 hours using apps or mobile Internet browsers on their smartphones and about two and one half hours watching videos on their smartphones. Additionally, 81% of African-Americans are more likely to show support for a favorite company or brand using social media, and 76% are more likely to share opinions by posting reviews and ratings online.

For advertisers seeking to connect with African-Americans, a healthy mix of platforms can help amplify content and ensure that this group is receiving messages in a way it can engage with and share with peers - further extending brand reach. The use of multiple platforms allows marketers different touch points that are crucial, especially when making purchasing decisions.



For methodology:

http://www.nielsen.com/us/en/insights/news/2015/multifaceted-connections-afri...




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Tea_Honey
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[*] posted on 2.15.2016 at 03:38 PM
Most interesting article, INDEED.....


Mostly I was struck by the finding that 52% of blacks read PRINT magazines vs. 22% of all other Americans, combined. Purchasing approx. 50% of all new book titles in the U.S. every year, 52% of blacks reading - and since magazines we read are black-oriented - and buying magazines (monthly?), coupled with the fact that black women are the largest demographic by race and gender currently attending colleges and universities, African-Americans are the most educated and literate group in the country. This supreme achievement in the face of all odds, unfortunately, culminates in one salient observation: Black people don't OWN any of the media outlets we so voraciously consume.


The next level: To move from consumption to production, i.e., to move from being a race of consumers to one that produces.




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Tea_Honey
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[*] posted on 2.17.2016 at 11:28 PM


Quote:
Originally posted by Tea_Honey
African-Americans have a diverse approach to receiving content and information - they fully engage and connect through various mainstream and niche media outlets and platforms, and they consume more content than other groups on ALL fronts.


In other words, UNLIKE whites, we not only click on, but we make COMMENTS about what we clicked on! We are not "passive" readers/observers.

Also, UNLIKE whites (and others), we read not only content geared toward us black people, but mainstream media geared toward, well, mainly white people, as well. And we make our opinions known there, as well. (When the ONLY real freedom afforded you is that of Speech, you tend to use it.... a lot!)

Quote:


In a consumer marketplace cluttered with options, African-Americans aren't shy about choosing the best-fit media outlets for news-gathering and entertainment purposes, reporting above-average consumption across each platform.


Name the social media outlet and black people are there, i.e., we don't just do F/B, we twitter, too. And if we're 'windy,' why, there's always the Cocoa Lounge. :whistle:

Quote:

African-Americans watch the most television of any group, watching nearly 200 hours per month - roughly 60 more hours than the total audience! While blacks watch more real-time (i.e., live) television than other groups, levels of time-shifted and video-on-demand viewing are increasing as well, furthering the notion this group- of consumers is multifaceted in their approach to viewing their favorite broadcast and cable programs.


Not only do I look at TV (occasionally) in 'real-time', I LOVE to tape shows to look at, at my leisure.

Get out of line, white folks! There's a world of OPTIONS out there! :po:

Quote:


During a time when digital is dominating news media consumption, African-American consumers still trust print. In fact, 52% of the black consumers Nielsen surveyed were more
likely to be voracious readers of magazines, which is 30% higher than the general population.



How many times do I have to say this: Black people are the most well-read RACE in the U.S.!!!!!

Quote:


Culture and heritage are drivers of preferred reading choices for blacks. Black readers have a strong connection with print mediums, which cater to these important elements. Among survey respondents, African-American-focused magazines and newspapers were important and provided information about products and deals. 59% of African-Americans agreed that advertisers in black newspapers, specifically, know hoiw to connect with black audiences. Because of blacks' strong affinity for culture-rich content, general-market outlets have established niche websites that offer a space for African-American-inspired stories on digital platforms.



Like the "general" website, Huffington Post's "Black Voices." See, it's not because they're "liberal" or they're "fair" or anything nice. It's all about the cheddar, baby. All about the AD DOLLARS! :dolla:

Quote:


Radio is another medium with high levels of connectivity for African-Americans. In a recent Nielsen report, where 10,000 African-American adults were surveyed, 92% said they tune into radio each week, listening for more than 12 hours, which is 5% longer than the total audience. Peak listening hours are between
10 a.m. and 3 p.m., with 61% of the listening occurring outside of the home.



If they're like me, they're listening to Sirius XM in the car. :coffee:
Quote:

Top-ranked radio formats for African-Americans with audiences that are more than 70% black are Urban Contemporary, Adult Urban Contemporary and Rhythmic Contemporary. Other formats with significant sway include Gospel and Urban oldies, which maintain 90% of black audiences. Culturally relevant topics and news, coupled with to-rated morning and afternoon programming, provide a substantial avenue for reaching black listeners.


This article is all about how to sell advertising to consumers, ok?

Quote:


African-American consumers have embraced technology, are avid users in this space and have become vocal mainstays in
popular social media and blogging channels.


Operative word: "Vocal." We give our opinions. :okaaay:


Quote:

Smartphone penetration is 81%, slightly edging the total population by 7%. On a monthly basis, blacks spend close to 56 hours using apps or mobile Internet browsers on their smartphones and about two and one half hours watching videos on their smartphones.


I'm thinking the reason for all the smartphone activity is because last time I heard, MOST black people don't have access to a computer outside the workplace. We just don't have them in our homes like white people do.

pssst! But darn near every black person has a cell phone. ;)

Quote:

Additionally, 81% of African-Americans are more likely to show support for a favorite company or brand using social media, and 76% are more likely to share opinions by posting reviews and ratings online.




:blush:

Oh, as for the showing support for a brand, that's huge. Maybe we're just a lil too much into the bling life?

Quote:

For advertisers seeking to connect with African-Americans, a healthy mix of platforms can help amplify content and ensure that this group is receiving messages in a way it can engage with and share with peers - further extending brand reach. The use of multiple platforms allows marketers different touch points that are crucial, especially when making purchasing decisions.


In other words, **sigh** folks wanting to sell us something can catch us on different venues - if not one, then the other.




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