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About
Black Consumers’ Digital Habits 2025
The Economic Power of a Hyperconnected Consumer Group
Young, culturally influential, and economically powerful, Black consumers are making their presence felt in the digital landscape through high engagement with streaming, social media, and online shopping. With $2.1 trillion in projected buying power by 2026 and strong loyalty to brands that reflect their identity, Black consumers are plugged in and making it clear how they expect brands and retailers to respond to their economic and cultural influence.
Key Question: Which channels and platforms should brands use to most effectively reach and influence the buying behaviors of Black consumers?
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Key Stat: Streaming accounts for 45.9% of Black adults’ total time spent with TV, according to Nielsen, with YouTube the leading platform.
This report can help you:
- Develop media strategy and allocate budget for campaigns (brands and agencies)
- Develop commerce strategy (brands and retailers)
authors
Paola Flores-Marquez
Contributors
- Suzy Davidkhanian
- VP, Content
- Vladimir de Leon
- Chart Editor
- Zach Goldner
- Senior Forecasting Analyst
- Penelope Lin
- Director, Data Visualization
- Jennifer Pearson
- VP, Research
- Naomi Rebuelta
- Copy Editor
- Heather Sprung
- Senior Editor
- Matt Torpey
- Senior Chart Editor
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