According to a new report from The Media Audit, African-American adults spend much more time consuming media from the Internet than any other adult group. The study consisted of more than 7,000 African-Americans, who spent 4 hours and 21 minutes per day online. This is 10% higher when compared to all US adults, who typically spend about 3 hours and 57 minutes.
A similar study done in 2005 found that African-Americans only spent about 1 hour and 9 minutes per day online. This new study shows a major shift in where African-Americans are focusing their attention and getting their information. Time spent on all media types for AA’s is 13 hours and 24 minutes per day. This includes radio, television, newspaper, outdoor billboards, and the Internet. This 4 hours and 21 minutes now spent online represents 32.5% of total daily media exposure.
Compared to the 2005 numbers, AA’s now spend about 7% less time watching TV (from 42.9% down to 35.2%) and 10% less time listening to the radio (from 31.4% down to 21.1%). This shift in attention is extremely important for advertisers and others seeking to reach African-Americans to note.
African-Americans consume more media than other groups, spending 13 hours and 24 minutes per day on all media types (the typical U.S. adult spends only 11 hours and 33 minutes per day). AA’s are not only more likely to buy what you’re selling, but the buying power of African-Americans will exceed $1 trillion by 2012.
- African-Americans are 37% more likely to be in the market for a car, van, truck or SUV.
- 48% more likely to be planning to buy audio equipment such as a CD, MP3 player or IPod.
- 59% more likely to be planning to purchase video equipment such as a camera, VCR, or DVD player.
- 31% more likely to eat fast food three or more days in a typical week.
- 38% more likely to be taking a college course in the next year.
This mean that advertisers need to diversify their approach in reaching the African-American community. Your basic media types are still relevant, but the Internet has taken a commanding role. An approach that integrates TV, Radio, and Internet will be most effective.
In Houston, for example, an automobile advertiser placing spots on KHOU Channel 11’s morning news program would achieve 27.4% reach with African American automobile buyers, however, a combination of the station’s early news program and the station’s website would yield an unduplicated net reach of nearly 40%. The unduplicated reach is established through The Media Audit’s Ad Campaign Planner program.