STUDY: African Americans Watch More TV, Multiscreen More

African Americans watch an average of 10 hours of television per week, 1.2 times more than the overall U.S. population, and 56 percent said they are constantly active on other devices while watching.

FBIQAfricanAmericansAfrican Americans watch an average of 10 hours of television per week, 1.2 times more than the overall U.S. population, and 56 percent said they are constantly active on other devices while watching, according to the latest research by IPSOS MediaCT for Facebook IQ.

According to Facebook IQ, 67 percent of African Americans use mobile phones while watching TV, and 63 percent use computers. In addition, 65 percent said they use second devices during commercial breaks, while 52 percent do so during the shows themselves, and 49 percent use multiple devices to access Facebook and other social networks while viewing television.

As for Facebook use in general, nearly 90 percent of African-American respondents said they use the social network to keep in touch with friends and family, and roughly seven out of 10 use it to observe the activities of friends and family.

A total of 63 percent of African Americans use Facebook to communicate with family at least once per day, and 60 percent to do so with friends, compared with 53 percent and 54 percent, respectively, of the entire U.S. population.

The IPSOS MediaCT study also found that four out of 10 African Americans share personal achievements, quotes and inspirational messages on Facebook.

Facebook IQ offered the following tips on how marketers can best go after this segment:

African Americans’ buying power is expected to grow from $1 trillion to $1.3 trillion in the next few years, making the 44 million African Americans living in the U.S. — approximately 14 percent of the population — a priority audience for brands to reach.

Activate where connections matter: Facebook is a mainstay for African Americans, serving as a destination for inspiration, daily community connections and brand interactions. To effectively reach African Americans, brands should use engaging creative, such as attention-grabbing videos on Facebook.

Create cross-screen appeal: To reach this “always-on” audience, marketers should create integrated campaigns to enhance the brand message, no matter the screen. Use digital media and Facebook to amplify TV investment by creating appointment content when African Americans are screen-stacking.

Represent cultural identity: 62 percent of African Americans reported that cultural background is important. As marketers develop campaigns, the cultural influences that make up the African-American identity should be embraced and celebrated. According to a research participant, African-American culture can be defined as “the overall American culture, Latino culture, urban culture and young-adult culture.”

Represent this culturally diverse audience accurately. Social media and Facebook are extending how and where African Americans express cultural identity.

Readers: Did any of these findings surprise you? David Cohen is editor of Adweek's Social Pro Daily.