U.S. Black Consumers and Social Media Market Insights Presented for 2018: Facebook and YouTube Lead Social Media Usage


Published on : Jun 08, 2018

Albany, New York, June 8, 2018: It is well-known that the trend of social media is growing day by day. Consumers are mostly spending their time on social media, especially Black consumers. A recent study has found that African-Americans are passionate about being connected and sharing experiences with family and friends. Black consumers have diverse online connections who share their interests. To elaborate further, Market Research Hub (MRH) has publicized a study titled “Black Consumers and Social Media - US - May 2018” to its massive online repository. The research study provides perspectives on the impact of technological advancements in the field of social media and Black consumers’ attitudes, behaviors, and influences toward social media in the U.S.

Initially, the report begins with U.S. social media market overview and executive summary sharing key details with market-related data such as issues and insights, market perspective, factors, market segmentation, and market competitiveness. In addition, the report also offers a detailed competitive landscape, highlighting the launch activity and innovation; advertising and marketing activity of some of the leading players in the region.

Further, in order to provide a comprehensive view of the market, the study separately describes consumer data which is based on social media site visits, social media visitation changes, usage frequency, content preferences, content perception by site, brand perception, and consumer brand engagement. Some of the major insights from the study include-

•    In the present time, Black consumers and consumers of color alike are making considerable contributions to the overall market. As per consumer perspective, the report finds that social media is addictive and constantly accessed among blacks, brand messaging on social media is entertaining but irrelevant, and black consumers are more likely to support, rather than reject brands.

•    As mentioned in the study, black adults visit on average 3.6 social media sites. In spite of this, brands available on social media does not connect with black consumers. Black consumers are speaking directly to brands in unprecedented ways and achieving headline-making results. Brand communication that is integrated into Black users’ social media experience may be noticed, supported, and lead to consumer action.

•    Social media exposes Black consumers to new ideas and information while simultaneously serving as a public platform to create and maintain agency over their identity and beliefs. Privacy issues impact online engagement, therefore privacy safeguards will give little comfort to the Black consumer, finds a study.

In addition to offering insights on the consumer behavior, the report also discusses the key strategies of players operating in this market. At present, social media companies specifically mentioned in this survey included Facebook, Instagram, LinkedIn, Periscope, Pinterest, Reddit, Snapchat, Twitter, and YouTube.

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