Black People Are Conscious Consumers and Nielsen Knows It
There’s been an influx of pieces online about Black Twitter, Black people and our widespread use of the internet and they usually come with a tone of surprise. People are shocked to hear that we’re such power users of social media and THAT astonishment never ceases to amaze me. It actually grinds my gears and I kinda touched on it in my “About This Whole Black Twitter Thing” piece from last year.
Black folks are innovators and we are consistently trendsetters who have our pulse on the edge of pop culture for a long time. Why wouldn’t we also be tastemakers in the digital space? We run these interwebs and folks gotta stop acting like it’s some sort of phenomenon when it’s just perfectly on par with our influence on the world. We have our fingerprints all over fashion, culture, music and technology.
What we wear, listen to and watch becomes popular. We’re basically the cool kids who are leaning against the lockers because we feel like it and then we notice everyone else is walking with a lean the week after. We can’t help it that the cool oozes from our pores.
According to Nielsen, 30% of the 43 million Black people in the United States use Twitter. 71% of us own smartphones, compared to 62% of the total population. Oh and get this. We’re also 44% more likely to create social media profiles than everyone else. WELP!
Yet and still, folks ain’t hearing us, doe. We have power and we use it but people are still like “OMG BLACK PEOPLE ONLINE! STORY AT 9PM!” O___O
Black women drove the success of shows like Scandal just by creating buzz on Twitter when we watched the show. Black writers wrote about the Trayvon Martin case until it could no longer be ignored by larger publications. And when he didn’t get justice, the Black community rallied online to cope together. We’re constantly using social media to make noise that matters and to let our voices be heard when we’ve been previously hushed.
Allow me to quote myself from my “About Black Twitter” post when I say “What do Black people do on Twitter? We joke, we live-tweet shows, we inform, we protest, we network, we do too much, we don’t do enough, we do just what we’re supposed to and we produce awesomeness in 140 character spurts.”
We are conscious consumers because we exercise our power to create community, create meaningful content and to create spaces where we ensure that we’re being listened to. But even more importantly, our buying power is over $1 trillion a year! We’re fly and flashy and we put our money where our interests are. However, we STILL aren’t being taken seriously enough because advertisers are only spending 3% of the $75 billion to market to us.
BOOOOO! *throws tomatoes*
Why can’t we get the advertising dollars love? Ugh!
You might not know but I’m lowkey an analytics geek (I teach a Google Analytics class too) and I’ve partnered with Nielsen, the leading name in measurement of consumer behavior for their #ConsciousConsumers campaign! So join me (@Luvvie) and @NielsenKnows tomorrow, February 27 from 7pm CST/8pm EST for an hour long chat on Twitter about Black people being #ConsciousConsumers, to close out Black History Month.
We’ll be talmbout the impact of Black people on technology, the awesome ways we use it and how I personally use it for my work as a digital strategist and in my personal brand.
They tapped on me and Karyn (aka TheFabGiver) to tell the story of The Red Pump Project (@RedPumpProj) and how we’ve used social media for social good, raising awareness about the impact of HIV/AIDS, one tweet at a time.
I wanna hear from y’all so join the convo on Thursday!
This post was sponsored by Nielsen but these are all my words, thoughts and side-eyes.