5 Truths of African-American Digital Consumers

As African-Americans spend nearly $1.2 trillion annually on consumer goods, Google and GlobalHue asked Ipsos OTX to examine what role search and digital advertising technologies play in this audiences' purchasing decisions. We discovered five surprising truths:

1. African-Americans are early adopters, and are more likely to watch video online and to access online content via smartphones and other alternative platforms.
2. Digital technologies provide an important “microphone” to African-American consumers, who are significantly more likely to use Twitter and to recommend online brands and products to acquaintances.
3. They are avid searchers, more likely to use search daily, and to click through on search ads.
4. This audience is nearly 50% more likely than others to begin their “path to purchase” with search.
5. African-American consumers are substantially more responsive than the general population to digital video ads and smartphone ads.

Check out our dynamic whitepaper and supporting materials below to learn more!