No one doubts that Black Twitter has had an impact on real world and policy change. But now, according to a new study by Nielsen, African-American consumers, influencers and digital entrepreneurs are leveraging digital power to not only influence events but to own content.
The new study entitled “From Consumers to Creators: The Digital Lives of Black Consumers” concluded the following:
61 percent of African Americans agree that they enjoy learning about technology or electronics products from others, which is 14 percent higher than for non-Hispanic whites.
African Americans are one of the most active Twitter segments with 19 million users, 28 percent of the popular platform’s 67 million users.
African Americans age 18 and older are increasingly tuning in to podcasts, with 70 percent growth in engagement from 2014 to 2017 (from 2.12 million to 3.6 million).
African Americans make up a significant portion of U.S. gamers as 73 percent of African Americans age 13 and older identify as gamers compared to 66 percent of the total population.
Because new technology has allowed many people to access digital power and reach thousands in a way that was impossible decades ago, some consumers have quickly flipped the game around into being the operators of content platforms such as blogs, podcasts and even broadcast shows on YouTube.
“African Americans are leveraging innovations in technology and social platforms to level the playing field and get ahead in a marketplace unencumbered by corporate barriers to entry,” said Cheryl Grace, senior vice president of U.S. Strategic Community Alliances and Consumer Engagement at Nielsen.