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Black Consumers and Social Media - US - May 2014

“Social media has become a forum for Black consumers. It is one space where consumers feel as though they can remove their mask and totally be themselves and express themselves, oftentimes without fear of judgment. But, this notion doesn’t extend to brands. Companies are still companies on social networks, and they must be careful about the messages they deliver – candid without being offensive – as well as authentic and empathetic.”
– Tonya Roberts, Multicultural Analyst

This report answers the following questions:

  • How effective is advertising in social media, when compared to traditional advertising?
  • Which social network is the right fit for your brand?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Terms
            • Executive Summary

                • The consumer
                  • Profile of the Black social network
                    • Figure 1: Profile of daily Black social networkers, by number of social networks they belong to, February 2014
                    • Figure 2: Demographic profile of Black users of the top five social networks among weekly users, by top network and key demographics, February 2014
                  • Social media engagement
                    • Tenure and frequency of social networking
                      • Figure 3: Frequency of visiting social media, by race/Hispanic origin, November 2012-December 2013
                    • Social media connections
                      • Figure 4: Level of influence through connections on social networks, by race/Hispanic origin, March 2013
                    • Social media influencers
                      • Impact of brand interactions
                        • Black Millennials and social media
                          • Black teens and social media
                            • Social media ad effectiveness
                              • What we think
                              • Issues and Insights

                                  • How effective is advertising in social media, when compared to traditional advertising?
                                    • The issues
                                      • The implications
                                        • Which social network is the right fit for your brand?
                                          • The issues
                                            • The implications
                                            • Trend Application

                                                • Inspire Trend: Play Ethic
                                                    • Figure 5: Nescafé Dolce Crash mobile game
                                                  • Inspire Trend: Cam-Cam
                                                      • Figure 6: FiLIP smartphone and locator
                                                      • Figure 7: PrivacyFix
                                                    • Inspire Trend: Mind Mapped
                                                    • Profile of the Black Social Networker

                                                      • Key points
                                                          • Figure 8: Profile of Black social network, by number of social networks they belong to, February 2014
                                                        • Black consumers are significantly more likely to be social networkers
                                                          • Figure 9: Comparison of key social network usage among Black consumers versus all consumers, by social network, December 2013 (Pew Research), February 2014 (Mintel)
                                                        • Instagram users are significantly younger, more likely to have kids
                                                          • Figure 10: Demographic profile of Black users of the top five social networks, by top network and key demographics, February 2014
                                                      • Profile of Facebook Users

                                                        • Key points
                                                          • Six out of 10 older Facebook users log on at least once a day
                                                            • Figure 11: Frequency of using Facebook, by age, February 2014
                                                          • Facebook users are female, older, and don’t have children
                                                            • Figure 12: Demographic profile of weekly Facebook users, by key demographics, February 2014
                                                          • The vast majority of weekly Facebookers do click on links their friends post
                                                            • Figure 13: Attitudes toward social media among Facebook users, February 2014
                                                            • Figure 14: Negative attitudes toward social media among Facebook users, February 2014
                                                        • Profile of Instagram Users

                                                          • Key points
                                                            • Younger Blacks are twice as likely to be daily Instagram users
                                                              • Figure 15: Frequency of using Instagram, by age, February 2014
                                                            • Instagram users are female and younger than other network users
                                                              • Figure 16: Demographic profile of weekly Instagram users, by key demographics, February 2014
                                                            • Instagram users are very different attitudinally and behaviorally from other social networkers
                                                              • Figure 17: Attitudes toward social media among Instagram users, February 2014
                                                            • Controversial and substantial posts may make Instagram users unfollow
                                                              • Figure 18: Negative attitudes toward social media among Instagram users, February 2014
                                                          • Profile of Twitter Users

                                                            • Key points
                                                              • People aged 25-44 are twice as likely to be daily Twitter users
                                                                • Figure 19: Frequency of using Twitter and Black Twitter, by age, February 2014
                                                              • Twitter users are young and less likely to have kids
                                                                • Figure 20: Demographic profile of weekly Twitter and Black Twitter users, by key demographics, February 2014
                                                              • Twitter users interact more on social networks, Black Twitter even more so
                                                                • Figure 21: Attitudes toward social media among Twitter and Black Twitter users, February 2014
                                                                • Figure 22: Negative attitudes toward social media among Twitter and Black Twitter users, February 2014
                                                            • Profile of YouTube Users

                                                              • Key points
                                                                • Younger YouTube users are three times as likely as older ones to log on daily
                                                                  • Figure 23: Frequency of using YouTube, by age, February 2014
                                                                • YouTube users represent a broad age range (18-54 years old)
                                                                  • Figure 24: Demographic profile of weekly YouTube users, by key demographics, February 2014
                                                                • YouTube users are similar to other users, attributed to wide age range
                                                                  • Figure 25: Attitudes toward social media among YouTube users, February 2014
                                                                  • Figure 26: Negative attitudes toward social media among YouTube users, February 2014
                                                              • Profile of Google+ Users

                                                                • Key points
                                                                  • Half of Google+ users log on daily, especially people <45 years old
                                                                    • Figure 27: Social media networks used and frequency of use, by demographics, February 2014
                                                                  • Google+ users more similar to YouTube users, broader ages represented
                                                                    • Figure 28: Demographic profile of weekly Google+ users, by key demographics, February 2014
                                                                  • Social media is a social calendar for one quarter of Google+ users
                                                                    • Figure 29: Attitudes toward social media among Google+ users, February 2014
                                                                    • Figure 30: Negative attitudes toward social media among Google+ users, February 2014
                                                                • Social Media Engagement

                                                                  • Key points
                                                                    • Many attribute new friends or relationships to social networks
                                                                      • Figure 31: Value of personal connections on social networks, February 2014
                                                                    • Social media is more than “networking,” it’s entertainment
                                                                      • Figure 32: Things Black consumers do social networks, February 2014
                                                                    • Controversial tweets or posts cause some to defriend or unfollow
                                                                      • Figure 33: Things that could potentially turn Black consumers off about social networks, February 2014
                                                                    • The water cooler effect is strong, both in social media and face to face
                                                                      • Figure 34: Level of engagement with social networks, by race/Hispanic origin, November 2012-December 2013
                                                                    • Water cooler effect stronger among men, women post more comments
                                                                      • Figure 35: Black consumers’ level of engagement with social networks, by gender, November 2012-December 2013
                                                                  • Tenure and Frequency of Social Networking

                                                                    • Key points
                                                                      • Blacks have been on social networks an average of four years
                                                                        • Figure 36: Average number of years consumers have been on a social network, by race/Hispanic origin, November 2012-December 2013
                                                                      • Blacks and Asians have been on social networks slightly longer than others
                                                                        • Figure 37: Number of years consumers have been on a social network, by race/Hispanic origin, November 2012-December 2013
                                                                      • Six out of 10 Blacks visit social networking sites at least once a day
                                                                        • Figure 38: Frequency of visiting social media, by race/Hispanic origin, November 2012-December 2013
                                                                      • Frequency of visiting social networking sites varies considerably by age
                                                                        • Figure 39: Social media networks used and frequency of use, February 2014
                                                                        • Figure 40: Top 10 social media networks used on a daily basis, by age, February 2014
                                                                    • Social Media Connections

                                                                      • Key points
                                                                        • Blacks have an average of 443 connections in their top three networks
                                                                          • Figure 41: Number of connections on most used social media networks, February 2014
                                                                          • Figure 42: Level of influence through connections on social networks, by race/Hispanic origin, March 2013
                                                                        • People aged 18-34 are at least twice as likely as those aged 35+ to have 450+ connections
                                                                          • Figure 43: Number of connections on most used social media networks, by age, February 2014
                                                                      • Social Media Brand Interactions

                                                                        • Key points
                                                                          • Blacks follow far more companies than any other consumer group
                                                                            • Figure 44: Companies/brands followed, February 2014
                                                                            • Figure 45: Number of brands, companies or entertainers consumers follows on social networks, by race/Hispanic origin, March 2013
                                                                          • Younger consumers follow more companies than do older people
                                                                            • Figure 46: Companies/brands followed, by age, February 2014
                                                                          • Black consumers follow, friend, like a range of entities on social media
                                                                            • Figure 47: Companies/Brands/Personalities/Entertainment/Organizations followed, February 2014
                                                                          • More men follow politicians, women follow TV shows and companies
                                                                            • Figure 48: Companies/Brands/Personalities/Entertainment/Organizations followed – African-American related, by gender, February 2014
                                                                          • People aged 18-34 follow more of everything and everybody
                                                                            • Figure 49: Companies/Brands/Personalities/Entertainment/Organizations followed – African-American related, by age, February 2014
                                                                          • Facebook users least likely to follow Black companies, organizations
                                                                            • Figure 50: Follows any entity that is Black or has Black content, by top social media websites Blacks use at least once per week, February 2014
                                                                          • Black Twitter is where they follow people, from celebrities to religious and political figures
                                                                            • Figure 51: Select entities followed that is Black or has Black content, by top social media websites Blacks use at least once per week, February 2014
                                                                          • Facebook users are least likely to be followers
                                                                            • Figure 52: Select entities followed that is Black or has Black content, by top social media websites Blacks use at least once per week, February 2014 (continued)
                                                                        • Impact of Brand Interactions

                                                                          • Key points
                                                                            • Blacks are more likely to share brands they love on social networks
                                                                              • Figure 53: Attitudes toward interactions with brands on social networks, by race/Hispanic origin, November 2012-December 2013
                                                                            • Blacks are highly engaged in social media; they talk about brands and buy them
                                                                              • Figure 54: Impact of interactions brands have on Black consumers, by gender, November 2012-December 2013
                                                                          • Black Millennials and Social Media

                                                                            • Key points
                                                                              • Three out of 10 Millennials follow 20+ brands
                                                                                • Figure 55: Number of companies/brands following, by Millennials versus all, February 2014
                                                                              • Celebrities and TV shows among the top entities Millennials follow
                                                                                • Figure 56: Black companies, celebrities, and organizations following, by Millennials versus all, February 2014
                                                                              • Millennials are more likely to follow Black-related entities on social media
                                                                                • Figure 57: Companies, celebrities, and organizations Millennials follow, by Black versus non-Black entities, February 2014
                                                                              • Millennials more likely to unfriend or unfollow for too many posts and controversy
                                                                                • Figure 58: Attitudes toward social media, by Millennials versus all, February 2014
                                                                              • One quarter of Millennials post or re-tweet about brands, more so than others
                                                                                • Figure 59: Attitudes toward companies/brands on social media, by Millennials versus all, February 2014
                                                                            • Black Teens and Social Media

                                                                              • Key points
                                                                                • Black teens are avid social networkers; half log on several times a day
                                                                                  • Figure 60: Time using social media/networking websites – Teens 12-17, by race/Hispanic origin, November 2012-December 2013
                                                                                  • Figure 61: Time using social media/networking websites – Teens 12-17, by gender, November 2012-December 2013
                                                                                  • Figure 62: Social media/networking websites usage frequency – Teens 12-17, by race/Hispanic origin, November 2012-December 2013
                                                                                • Marketers will need to work harder to attract Black teens
                                                                                  • Figure 63: Brand interaction among teens 12-17 years old, by race/Hispanic origin, November 2012-December 2013
                                                                                • The water cooler effect isn’t as strong among Black teens
                                                                                  • Figure 64: Personal interactions on social networks among teens 12-17, by race/Hispanic origin, November 2012-December 2013
                                                                              • Social Media Ad Effectiveness

                                                                                • Key points
                                                                                  • Blacks are receptive to ad messages, as long as it’s not overwhelming
                                                                                    • Figure 65: Attitudes toward privacy and advertising on social networks among black consumers, February 2014
                                                                                  • Nearly two out of 10 have bought a product after seeing an ad on social media
                                                                                    • Figure 66: Black consumers’ reaction to brand advertising on social media, February 2014
                                                                                • Marketing Strategies

                                                                                  • Overview of the brand landscape
                                                                                    • Brand analysis: Tide, My Rising Tide
                                                                                      • Figure 67: P&G/Tide, My Rising Tide, 2013
                                                                                    • Brand analysis: Procter & Gamble, My Black is Beautiful
                                                                                      • Figure 68: P&G, My Black is Beautiful advertisements, 2013
                                                                                    • Brand analysis: Essence Magazine, #HeIsNotASuspect Campaign
                                                                                      • Figure 69: Essence Magazine’s #HeIsNotASuspect Campaign, July 2013
                                                                                    • Brand analysis: BET, Being Mary Jane
                                                                                      • Figure 70: BET, Being Mary Jane, January 2014
                                                                                    • Brand analysis: Home Depot/Rolling Out, Celebrity Refresh
                                                                                      • Figure 71: Rolling Out magazine, Celebrity Refresh, sponsored by Home Depot
                                                                                  • Profile of US Black Population

                                                                                      • Key points
                                                                                        • Buying power
                                                                                          • Figure 72: Buying power trends among Black consumers, 1990-2018 (projections)
                                                                                        • Black buying power is growing at a faster rate than that of White consumers
                                                                                          • Figure 73: Changes in buying power, by race, June 2013
                                                                                        • Black buying power more than $1 trillion
                                                                                          • Figure 74: Top 10 states ranked by share of Black buying power, 2013
                                                                                        • Top 10 states with highest buying power represent two thirds of buying power
                                                                                          • Figure 75: Top 10 states ranked by value of Black buying power, 2013
                                                                                        • Population statistics
                                                                                          • Black population growing at a faster rate than Whites
                                                                                            • Figure 76: Population by race and Hispanic origin, 2009-19
                                                                                          • Black population growth slows
                                                                                            • Figure 77: Asian, Black, and Hispanic populations, 1970-2020
                                                                                          • Children <18 years old account for 27% of Black population
                                                                                            • Figure 78: Black population, by age, 2009-19
                                                                                          • Geographic concentration
                                                                                            • Majority of Blacks reside in South; a different marketing approach may be needed
                                                                                              • Figure 79: Black geographic concentration, by region, 2010
                                                                                            • Population grows in the South, reverse migration may be occurring
                                                                                              • Figure 80: Top 20 states with highest Black population and percent change from 2000-10, 2010
                                                                                            • NY, Chicago, Philadelphia, Detroit, and Houston top Black metros
                                                                                              • Figure 81: Top 10 cities with the largest number of Blacks, 2010
                                                                                            • More than 80% of Detroit’s and Jackson’s population is Black
                                                                                              • Figure 82: Top 10 cities with the highest percentage of Blacks, 2010
                                                                                            • Gender
                                                                                              • Figure 83: Men by race and Hispanic origin, 2009-19
                                                                                              • Figure 84: Women by race and Hispanic origin, 2009-19
                                                                                            • Generations
                                                                                              • iGeneration and Millennials represent nearly half of Black population
                                                                                                • Figure 85: Population of generations, by race/Hispanic origin, 2014
                                                                                                • Figure 86: Distribution of population by race and generation, 2014
                                                                                              • Education
                                                                                                • Majority of Blacks seek college, while others may be relying on entrepreneurship
                                                                                                  • Figure 87: Educational attainment of Blacks aged 25 or older, by age, 2012
                                                                                                • Marital status
                                                                                                  • Only one third of Blacks are married, compared to 50% or more of others
                                                                                                    • Figure 88: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                  • Blacks twice as likely never to marry
                                                                                                    • Figure 89: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
                                                                                                    • Figure 90: Marital status of Blacks, by age, 2013
                                                                                                    • Figure 91: Marital status of Black adults, by gender, 2013
                                                                                                  • Employment
                                                                                                    • Black labor participation rate is lower than others, rebounding slowly after recession
                                                                                                      • Figure 92: Labor force participation rate of people aged 16 or older, by race and Hispanic origin, 2002-12
                                                                                                    • Teens and seniors are working, too; marketers may be missing the mark by ignoring them
                                                                                                      • Figure 93: Labor force participation rate of Blacks aged 16 or older, by age and gender, 2012
                                                                                                    • Income
                                                                                                      • Blacks have lower household incomes, attributed to several factors besides occupation
                                                                                                        • Figure 94: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                        • Figure 95: Household income distribution by race and Hispanic origin of householder, 2012
                                                                                                      • Parental status
                                                                                                        • One third of Black households are headed by women
                                                                                                          • Figure 96: Households type, by race of householder, 2013
                                                                                                        • More Black children born to unmarried women in 2012
                                                                                                          • Figure 97: Fertility rate, by race and Hispanic origin of mother, 2002-12
                                                                                                          • Figure 98: Percent of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
                                                                                                          • Figure 99: Households with own children, by race and Hispanic origin of householder, 2013
                                                                                                          • Figure 100: Who children live with, by race and Hispanic origin, 2012
                                                                                                          • Figure 101: Black households, by presence and ages of own children, 2013
                                                                                                        • Home ownership
                                                                                                          • Four out of 10 Blacks are homeowners
                                                                                                            • Figure 102: Homeownership rate, by race of householder, 2001-11
                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                          • Profile of Black social networks
                                                                                                            • Figure 103: Number of social networks Blacks belong to, by age, February 2014
                                                                                                            • Figure 104: Number of social networks Blacks belong to, by types of websites visited at least once per week, February 2014
                                                                                                            • Figure 105: Number of social networks Blacks belong to, by types of websites visited at least once per week, February 2014
                                                                                                            • Figure 106: Number of social networks Blacks belong to, by social networks visited at least once per week, February 2014
                                                                                                            • Figure 107: Number of social networks Blacks belong to, by social networks visited at least once per week, February 2014
                                                                                                            • Figure 108: Number of social networks Blacks belong to, by social networks visited at least once per week – Part 3, February 2014
                                                                                                            • Figure 109: Number of social networks Blacks belong to, by number of connections on most used social media networks, February 2014
                                                                                                            • Figure 110: Number of social networks Blacks belong to, by number of companies/brands followed, February 2014
                                                                                                          • Attitudes toward social media
                                                                                                            • Figure 111: Attitudes toward social media, by types of websites visited at least once per week, February 2014
                                                                                                            • Figure 112: Attitudes toward social media, by types of websites visited at least once per week, February 2014 (continued)
                                                                                                            • Figure 113: Attitudes toward social media, by age, February 2014
                                                                                                          • Tenure and frequency of social networking
                                                                                                            • Figure 114: Social media networks used and frequency of use – Daily users, by age, February 2014
                                                                                                          • Social media connections
                                                                                                            • Figure 115: Number of connections on most used social media networks (average), by age, February 2014
                                                                                                          • Social media influencers
                                                                                                            • Figure 116: Companies/Brands/Personalities/Entertainment/Organizations followed – Non-African-American related, by gender, February 2014
                                                                                                            • Figure 117: Companies/Brands/Personalities/Entertainment/Organizations followed – Non-African-American related, by age, February 2014
                                                                                                            • Figure 118: Companies/Brands/Personalities/Entertainment/Organizations followed – Non-African-American related, by social networks visited at least once per week, February 2014
                                                                                                            • Figure 119: Companies/Brands/Personalities/Entertainment/Organizations followed – Non-African-American related, by social networks visited at least once per week, February 2014 (continued)
                                                                                                            • Figure 120: Companies/Brands/Personalities/Entertainment/Organizations followed – Non-African-American related, by social networks visited at least once per week, February 2014 (continued)
                                                                                                          • Black Millennials and social media
                                                                                                            • Figure 121: Attitudes toward social media, by generations, February 2014
                                                                                                            • Figure 122: Attitudes toward companies/brands on social media, by generations, February 2014
                                                                                                            • Figure 123: Number of social networks Blacks belong to, by generations, February 2014
                                                                                                            • Figure 124: Companies/Brands/Personalities/Entertainment/Organizations followed – African-American related, by generations, February 2014
                                                                                                            • Figure 125: Companies/Brands/Personalities/Entertainment/Organizations followed – Non-African-American related, by generations, February 2014
                                                                                                            • Figure 126: Companies/Brands followed, by generations, February 2014
                                                                                                          • Black teens and social media
                                                                                                            • Figure 127: Time using social media/networking websites – Teens 12-17, by race/Hispanic origin, November 2012-December 2013
                                                                                                            • Figure 128: Social media/networking websites usage frequency – Teens 12-17, by race/Hispanic origin, November 2012-December 2013
                                                                                                            • Figure 129: Attitudes and opinions about social media – Teens 12-17, by race/Hispanic origin, November 2012-December 2013
                                                                                                            • Figure 130: Time using social media/networking websites – Teens 12-17, by gender, November 2012-December 2013
                                                                                                            • Figure 131: Social media/networking websites usage frequency – Teens 12-17, by gender, November 2012-December 2013
                                                                                                            • Figure 132: Attitudes and opinions about social media – Teens 12-17, by gender, November 2012-December 2013
                                                                                                          • Social media ad effectiveness
                                                                                                            • Figure 133: Attitudes toward companies/brands on social media, by age, February 2014
                                                                                                            • Figure 134: Attitudes toward companies/brands on social media, by social networks visited at least once per week, February 2014
                                                                                                            • Figure 135: Attitudes toward companies/brands on social media, by social networks visited at least once per week, February 2014 (continued)
                                                                                                            • Figure 136: Attitudes toward companies/brands on social media, by social networks visited at least once per week, February 2014 (continued)
                                                                                                            • Figure 137: Devices bought online, by number of companies/brands followed, February 2014
                                                                                                            • Figure 138: Types of promotion influenced decision to buy small-ticket items, such as accessories, by number of companies/brands followed, February 2014
                                                                                                            • Figure 139: Types of promotion influenced decision to buy medium-ticket items, such as apparel or electronics, by number of companies/brands followed, February 2014
                                                                                                            • Figure 140: Types of promotion influenced decision to buy large-ticket items, such as furniture or appliances, by number of companies/brands followed, February 2014
                                                                                                        • Appendix – Trade Associations

                                                                                                          Companies Covered

                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                          Black Consumers and Social Media - US - May 2014

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