Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Black Consumers as Digital Users

What's Distinctive in Their Usage, and What's Not

Download
Share
About This Report
Old formulas about black consumers’ digital usage no longer hold true, though smartphones do retain above-average importance. One must look closer to see what’s distinctive about their usage.
Table of Contents

Amid a general convergence among ethnic groups in much digital activity, there remain distinctive aspects of black consumers’ usage. Smartphones have above-average importance for them, and Black Twitter gives a unique twist to social media’s impact for many.

  • Though black consumers stood out as early adopters of smartphones, penetration is now slightly lower than for the total population. About two-thirds have smartphones. The real difference lies in smartphones’ outsized importance in black users’ overall digital activity—for instance, in its role as the primary means of getting online.
  • About six in 10 black consumers are social media users, matching the total population. Penetration is highest on Facebook, used by about eight in 10 black social networkers. In sync with the mobile skew of their digital usage, this group overindexes as users of Snapchat and Instagram.
  • Though above average, Twitter penetration within the black population isn’t especially high—21.9% vs. 17.1% for the total population. Nonetheless, the phenomenon known as Black Twitter is a major cultural force, within the black community and beyond.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

14charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Getting Past Some Outdated Ideas
  2. A Mobile-First Population
  3. Mapping Highs and Lows of Black Social Usage
  1. Elsewhere in the Digital Landscape
  2. Even in the Digital Era, TV Still Matters
  3. eMarketer Interviews
  1. Related Links
  2. Media Gallery

Charts in This Report

authors

Mark Dolliver

Contributors

Chris Bendtsen
Senior Forecasting Analyst
Tricia Carr
Managing Editor, Interviews
Oscar Orozco
Director, Forecasting
Jennifer Pearson
VP, Research
Monica Peart
Senior Director, Forecasting
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client