If you're marketing to African Americans, you may already know some basic information about this key demographic, such as:
- 42 million people---13% of the U.S. population
- $957 billion in spending power
- 24 million active Internet users
But those facts only skim the surface. Dig down, like we did in our recent study "Marketing to African Americans," done with partners Mindshare and Added Value, and you'll find deeper insights into habits, preferences and trends that can help advertisers speak more authentically and market more effectively to this audience.
Here's an example: Nearly half the African American population is under age 30, and the study uncovered clear and significant differences in how younger members viewed their ethnic identity, their feelings about digital content and that identity, and even preferences in how they want to be marketed to across specific product categories.