The U.S. black population is currently estimated to be 45.7 million. In 2060 it’s projected to be 74.5 million, and the black population will constitute 17.9 percent of the nation’s total population. Trends within the younger generations of African Americans are an important area of focus for marketers. They are increasingly connected and represent a significant portion of the black population.
Here are 10 facts about African Americans and African-American youth.
- The African-American market currently has an annual spending power of $1 trillion, and is projected to grow to $1.3 trillion by 2017.
- New York has the largest black population in the U.S. with 3.8 million.
- Overall, 73 percent of African-American internet users—and 96 percent of those ages 18-29—use a social networking site of some kind.
- Twenty-two percent of black internet users are Twitter users, compared with 16 percent of white internet users.
- Eighty-three percent of blacks own a smartphone, compared with 78 percent of the population.
- Almost 30 percent of the black population is under the age of 18.
- African-American teens (ages 13-17) are the most likely of any racial or ethnic group to have or have access to a smartphone. Eighty-five percent of African-American teens report smartphone ownership, compared with 71 percent of white and 71 percent of Hispanic youth.
- Among teens who use Twitter, 45 percent of African-American teens use Twitter, compared with 34 percent of Hispanic and 31 percent white teens.
- Among teens who use Instagram, 64 percent of African-American teens use Instagram, compared with 52 percent of Hispanic and 50 percent of white teens.
- Thirty-four percent of African-American teens report going online “almost constantly,” while 32 percent of Hispanic teens and 19 percent of white teens go online that often.
Mobile and social media are crucial when targeting the African American market. Using mobile technology and social networking sites are especially significant in targeting young black consumers as they lead in engagement on multiple social network sites and smartphone ownership.
Motivate the leading specialized insights and media partner for reaching the African American consumer. You need a trusted media partner that understands the impact of changing demographics and helps you navigate through the marketing maze. We understand the nuances and intricacies of the black community and have the resources and expertise to ensure maximum buying power, impact and ROI.
Sources: CBS 8 San Diego, LimeGreen Moroch, Nielsen, Pew Research.