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Listen up advertisers, if you want to make an impact with digitally connected African American consumers, try targeting them on their mobile phones.
So suggests Google in a study on “digital truths” about African Americans, which it released Friday at the AdColor conference in Los Angeles.
Commissioned by Google and conducted by independent market research firm Ipsos OTX MediaCT, the study compared the digital habits of African-Americans to a representative sample of U.S. residents. Survey participants in both groups were aged 18-64, were Internet users, and had made an auto, tech, retail, consumer packaged good, healthcare, or fast food (QSR) purchase in the last six months.
According to the study, more African-Americans own smartphones than those in the representative group (53 percent vs.
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