Targeting Black Consumers via Smartphones To Yield Big Returns
For one group of U.S. consumers – blacks – the smartphone revolution is well under way. Blacks, more than any other ethnic group, have embraced the use of smartphone technology. As a result, marketers should be focusing their efforts on mobile to reach this segment.
According to Nielsen data, 50% of blacks with mobile devices own a smartphone. In addition, 11% of digital blacks also own a tablet. Nielsen research indicates that black consumers are very receptive to mobile advertising as the following statistics reveal:
- Advertising is okay if they can access content for free: 62%
- I look at ads with interesting video: 43%
- I find custom, located-based ads useful: 37%
- Ads with interactive features are enjoyable: 31%
- Multimedia elements in ads make me want to click: 29%
Like most other smartphone users, blacks are carrying out research on their devices. The top interest, 67%, is seeking out shopping information using a search engine. The second most popular activity is visiting a retail site or app (64%), followed by doing price comparisons between retailers (58%).
These consumers say their most frequent use of mobile devices is text messaging (79%), accessing the mobile Internet (58%), and email (48%). Marketers who target these consumers as they engage with their devices can increase their visibility and increase the chances of a sale by offering helpful information like product reviews or downloadable coupons.[Source: Infographic: The Digital Black Consumer and Mobile Advertising. 12 Apr. 2012. Web. 24 Apr. 2012]