Black Millennials Lead in Age of Digital Technology
Nielson has released their annual report on Black consumers and found that black millennials are in the lead when it comes to closing the digital divide.
There are approximately 11.5 million Black millennials in the United States (comprising about 14% of the total US millennial population) and a new report published by the research company, titled “Young, Connected and Black: African-American Millennials Are Driving Social Change and Leading Digital Advancement”, has found that they are leading when it comes to finding innovative ways to use mobile technology.
“We have entered a new era whereby technology has become a great equalizer,” said Cheryl Grace (née Pearson-McNeil), Senior Vice President, U.S. Strategic Community Alliances and Consumer Engagement told PR Newswire. “Black Millennials are leading the way in their use of technology to impact change and get their voices heard.”
“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,” Deborah Gray-Young, Managing Partner, D. Gray-Young Inc., a multicultural marketing consulting firm and Nielsen External Advisory Council member, also told the site. “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.”
Some highlights from the study can be seen below:
-African-American Millennials are 25% more likely than all Millennials to say they are among the first of their friends/colleagues to try new technology products.
-As 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, which further cements their status as digital leaders.
Neilson’s full report can be downloaded here.
