NEW YORK, Jan. 29, 2025 – Black audiences spend 32 hours on apps and websites on their smartphones and tablets—two hours more than the total U.S. population, according to the latest exclusive Nielsen’s Diverse Intelligence Series report Engaging Black audiences: How brands impact, grow and win with inclusion. As Black consumers continue to be digital trendsetters, brands’ must finetune their approach to engaging with this audience in order to drive long-term connections.
“Reaching Black consumers may not be a challenge—but connecting with us can be. Black consumers are leaning into platforms that emphasize conversation and create a sense of connection,” says Charlene Polite Corley, Vice President of Diverse Insights & Partnerships. “To win with this community who wields $2 trillion in buying power, brands must prioritize engagement strategies that center diverse Black experiences and cultural nuances.” With the growing diversity of audiences and media platforms, Nielsen’s approach—big data verified and enhanced by robust panels—helps marketers understand what and where diverse audiences are consuming content.
社交媒体应用程序已成为黑人消费者的天堂--黑人成年人总体上比同龄人花费更多的时间滚动浏览。在所有成年人中，千禧一代黑人（18 至 34 岁）每周在社交媒体上花费的时间最多，几乎达到一小时。黑人成年人对广播和播客的参与度也很高。在黑人成年人中，广播的平均每周覆盖率与电视相同--每种媒体平均覆盖 2700 万黑人成年人。
黑人观众仍然是电视观众的主力军，他们每周看电视的时间为 46 小时 13 分钟，而美国总人口看电视的时间几乎为 35 小时。其中 46% 的时间花在流媒体上，流媒体在黑人成年人中的份额逐年增加。YouTube 是黑人观众花费 13% 的总电视时间的首选平台，而美国所有观众的这一比例为 10%。事实上，YouTube 覆盖了 63% 的成年黑人，44% 的人表示他们曾根据 YouTube 内容购买过产品。对 YouTube 的偏好超过了口碑、Facebook、Instagram 和 TikTok。
其他数字平台也提供了影响黑人消费者购买决策的对话和评论。63%的人表示，他们更有可能根据社交媒体广告或内容来评估一个新品牌，而整体比例为 58%。此外，播客还能促进强大的联系：73%的黑人听众能够在广告曝光后回忆起品牌名称，而整体比例为 70%。
黑人体育迷为品牌提供了将粉丝忠诚度转化为品牌忠诚度的新机遇。就女子篮球而言，由于安吉尔-里斯和阿贾-威尔逊等黑人天才吸引了观众的兴趣，收视率创下历史新高。2023 年至 2024 年期间，WNBA 全明星赛的黑人观众增加了 161%，WNBA 选秀增加了 227%，NCAA 女子篮球锦标赛增加了 51%。这种参与可能会推动销售：黑人球迷在看到某品牌的赞助活动后购买该品牌的可能性比所有体育迷高 7%。
For more details and insights, download the full report. Join the conversation on LinkedIn.
联系
帕特里夏-拉图兰吉
Global Communications – Diverse Insights & Partnerships
patricia.ratulangi@nielsen.com
ABOUT NIELSEN’S DIVERSE INTELLIGENCE SERIES
In 2011, Nielsen launched the Diverse Intelligence Series, a robust portfolio of comprehensive reports that focus on diverse audiences and their media preferences, media trends and representation. The series has become an industry resource to help brands better understand and reach diverse customers. To learn more about Nielsen’s Diverse Intelligence research series, visit www.nielsen.com.
ABOUT NIELSEN
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, Facebook and Instagram).
