Five Truths of the Digital African American Consumer
6.2011 | North America, United States
African Americans spend nearly $1.2 trillion annually on consumer goods. Google and GlobalHue teamed up with OTX to understand what role search and other digital advertising technologies play in African Americans' purchasing decisions. Among our findings:
- African-American consumers are more likely than the general population (45% vs. 38%) to use search at the beginning of the purchase process, and more likely overall to buy clothing and health and beauty products online
- African American consumers are more responsive than the general population to digital video ads (32% click through) and smartphone ads (31% click through)
- 50% of African American consumers prefer ads for ethnically relevant products, including beauty/personal care and entertainment products
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