NBCUniversal African American Digital Media Insight

NBCUniversal AFRICAN AMERICAN Digital Media Insights NBCUniversal INTERNET CONSUMPTION: AFRICAN AMERICANS A18-34fHE TOP DEVICES ARE LARGEST SEGMENT OF THE USED TO ACCESS THE INTERNET: AA ONLINE COMMUNITY: YOUNGER A18-34 SMARTPHONES LAPTOPS & DESKTOPS 92% OLDER A35-54 76% In addition, AA MEN are 34% more likely to also use game consoles and AA WOMEN are 39% more likely A55+ 43% to also use e-Readers USERS NON-USERS ONLINEK AFRICAN- 27%- idomied mie ACTIVITIESILAMERICANS' 36% frican American more likely than average ----------------------------------- of US social gamers are MOBILE CONSUMPTION: African Americans are more likely to use their mobile phones as their primary means of going online 3X as many African Americans use Android v. iPhone AFRICAN AMERICANS 73% Android AFRICAN AMERICANS 27% iPhone MOBILE SOCIAL MEDIA: African Americans spend 3hrs 5mins more per day than the General Market on mobile social media GENERAL MARKET 59% Android GENERAL MARKET MOBILE ACTIVITIES FOR 41% iPhone AFRICAN AMERICANS: MOBILE ACTIVITIES FOR Younger African AFRICAN AMERICANS: Americans are 66% Older African Americans more likely to use their mobile phones as a source of entertainment primarily use their smartphones to obtain information (weather, news, sports, and finance) SOCIAL MEDIA CONSUMPTION: AFRICAN AMERICANS ARE HEAVY SOCIAL MEDIA ÜSERS more likely than average to use Twitter & Instagram 44% more likely to create a social profile than the General Market 48% 51% 26% 14% 23% 11% 8% 18% YOUNGER AFRICAN AMERICANS ARE ALSO HEAVY FACEBOOK TWITTER INSTAGRAM PINTEREST TUMBLR USERS AFRICAN AMERICAN GENERAL MARKET 22% more likely than average VIDEO CONSUMPTION: O African Americans spend the most time among all ethnic groups watching MOBILE VIDEO TIME SPENT ON MOBILE VIDEO AFRICAN AMERICANS ASIAN AMERICANS HISPANIC African Americans spend 9 HOURS PER month watching online video (second highest among ethnic groups)O African Americans A18-34 are 25% more likely than average to be willing to receive ads in exchange for video AFRICAN AMERICAN TEENS: DIGITAL MEDIA CONSUMPTION AFRICAN AMERICAN TEENS ARE HEAVY ONLINE & SOCIAL MEDIA USERS INTERNET SOCIAL 97% 89% MOBILE 47% VIDEO 36% AFRICAN AMERICAN TEENS ARE MOST LIKELY PLAYING GAMES OR CONSUMING ENTERTAINMENT CONTENT (VIDEO & MOVIES) AFRICAN FACEBOOK GENERAL AMERICAN AND TWITTER TEENS UTILIZE MORE THAN THE MARKET TEEN Source 2013 TeanMark MRI 2013 http://www.emarkater.com/Articla/Demographics-Vary-Across-Social-Natworks/1009718 Nielsen, Mobile Insights, March 20is Mobile display of the infographic MOBILE CONSUMPTION: African Americans are more likely to use their mobile phones as their primary means of going online AFRICAN AMERICANS 73% Android AFRICAN AMERICANS 27% iPhone GENERAL MARKET 59% Android GENERAL MARKET 41% iPhone MOBILE ACTIVITIES FOR AFRICAN AMERICANS: Older African Americans primarily use their smartphones to obtain %23 inn u nth AFRICAN AMERICAN Digital Media Insights NBCUniversal INTERNET CONSUMP AFRICAN AMERICANS A18-34HE LARGEST ARE SEGMENT OF THE AA ONLINE COMMUNITY: A18-34 YOUNGER SMARTPHONE LAPTOPS & DESKTOPS 92% AS5-54 OLDER AS5+ In addition, AA MEN Are 34% maret likaly to also use yame conselee and 43% AA WOMEN are 39 more llkely to also use e-ReadarS NIINERS ONLINE ACTIVITIESOAERICAN. 27%e holy Fam werge co listun/cownlaad ruslo EAMERICANS: 36% Us eciai gaaw Alrican Am ican MOBIL MEDIA spend 3hrs Smins more than the day arket GENERAL MARKET 59%% Android African Americans cial modia AFRICAN AMERICANS: ericans #3 COMMOHGO D TIES FOR RICANS: MOBILE ACTIVITIES FOR AFRICAN AMERICAN Digital Media Insights Older Atricanse their primarily smartphones Information (weather news, sports, and finance) ican s to obtain to ile rce ant TOP DEVICES USED TO IAL MEDIA CONSUMPTION: NBCUniversal ARE HEAVY SOCIAL MEDIA INTERNET CONSUMPTION: A18-34 機 LARGEST AFRICAN AMERICANS ARE ACCESS THE SMARTPHONES LAPTOPS & DESKTOPS AFRICAN AMERICANS INTERNET: SEGMENT OF THE AA ONLINE COMMUNITY: YOUNGER 34% more consoles and in aoso lso use g more likely Wkely AA WOMEN are USERS addition, AA MEN are 3e 92% to also use 9-Raaders more likely to create a social profile than the General Market ONLINE AFRICAN- 27% ACTIVITIESLAMERICANS 36%a that. reo vore ovload cesic A18-34 OLDER of us A35-54 44% AS5+ han se agram YOUNGER AFRICAN AMERICANS ARE ALSO HEAVY TUMBLR USERS more likely MOBILE CONSUMPTION: than average 22% REST African Americans are more likely to use their mobile phones as their primary means of going online AFRICAN AMERICANS 27%. IPhone ANS TON: HOURS PER MONTH