Blacks In America: Black Millennials Move Up Digital Ladder, Study Says

According to a new study by Nielsen, young Blacks in America are closing the digital divide.

Over the past few years, the advancement of technology has been transcendent. Young Blacks in America have taken to the progress and are driving the innovative use of digital technology, according to a new study led by Nielsen. More information on the topic has been obtained from different sources – they are as follows:


Black Millennials are 11.5 million strong and leading a viral vanguard that is driving African-Americans’ innovative use of mobile technology and closing the digital divide. Nielsen highlights this group in a new report called “Young, Connected and Black: African-American Millennials Are Driving Social Change and Leading Digital Advancement.” With $162 billion in buying power and undisputed cultural influence, young Blacks in America are using their power to successfully raise awareness of issues facing the Black community and influence decisions shaping our world. Media and brands are taking notice, creating campaigns and content that target this increasingly influential demographic with greater ad spends and more diverse programming.

The sixth in Nielsen’s Diverse Intelligence Series focused on Black consumers, “Young, Connected and Black” paints a picture of a Black diaspora that is tech-savvy; socially and civically engaged; growing in population (46.3 million or 14% of the U.S. population) and buying power (nearly $1.2 trillion in 2015); and optimistic about the future.

“African-American Millennials are blazing trails to the center of the debate over matters that are paramount to their future success and safety—all as their influence over mainstream consumers grows,” said Deborah Gray-Young, Managing Partner, D. Gray-Young Inc., a multicultural marketing consulting firm and Nielsen External Advisory Council member. “Nielsen continues to be the definitive source of independent third-party insights on consumers of color. This annual report is an essential tool for organizations looking to develop a deeper contextual understanding of the influence and economic power of Black consumers.” See more


The report, titled “Young, Connected and Black: African-American Millennials Are Driving Social Change and Leading Digital Advancement,” says engagement within the group tops the charts, especially concerning social justice and equality. The report is the sixth annual study by Nielsen focusing on Black consumers.

With over 11.5 million young Blacks in America and $162 billion in generated revenue, the demographic is a game-changing influencer in the areas of tech and content, PR Newswire writes.

Ninety-one percent of African-Americans own a smart phone, coming in second to Asian Americans at 94 percent, the report states. Black millennials are also 25 percent more likely than all millennials to say they are among the first of their social or work circle to try new tech products.

“Black Millennials are leading the way in their use of technology to impact change and get their voices heard,”said Cheryl Grace, Nielsen’s senior vice president of U.S. Strategic Community Alliances and Consumer Engagement. Read more

USA Today

Young Blacks in America are closing the digital divide with their avid use of mobile technology, according to a new report from the consumer research firm.

The report comes as Silicon Valley tech companies look to increase the diversity of its mostly white-and-Asian workforce to compete in an increasingly global marketplace and as African-American buying power is on the rise. Having underrepresented minorities brainstorming and building, not just using, the products dreamed up here is quickly becoming a necessity.

Blacks in America

According to Nielsen:

– Among Smartphone owners, African Americans (91%) are second only to Asian Americans (94%).

– 91% of African Americans say they access the Internet on a mobile device, an increase from 86% in 2015.

– African-American Millennials spend about two hours more a week (eight hours and 29 minutes versus six hours and 28 minutes) using the Internet on personal computers than total Millennials, and about an hour more weekly (three hours and 47 minutes versus two hours and 33 minutes) watching video on personal computers.

– African-American millennials are 25% more likely than all Millennials to say they are among the first of their social or work circle to try new tech products.

–  More than half — 55% — of black Millennials report spending at least one hour a day on social media, 6% more than all Millennials, and 29% say they spend at least three hours a day on social media, 9% more than all Millennials. See more

Black millennials are doing a great job with their increasing social-media influence. The power of young Blacks in America can’t be underestimated as they use their clout in tech advancement to raise awareness to real issues that need to be solved in our society and also help in the improvement of the economic stability of the Black community through technological innovations for Black-owned businesses.

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