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African-American Consumers: The Untold Story

Black consumers make up a diverse group of trendsetters, education enthusiasts, media influencers, social activists and content creators. Making gains and upending outdated stereotypes on multiple fronts – from education to income to social media and civic engagement – the African-American story continues to evolve as Black consumers leave an indelible footprint on today’s rapidly changing mainstream. African-Americans are indeed increasingly affluent, influential and culturally diverse – and savvy marketers and businesses are taking notice. –Nielsen

The story regarding Black consumers continues to astound corporate America, industry influencers, and marketers as the African-American community flexes its economic muscles and outpaces its counterparts in many key categories.

On Thursday’s edition of NewsOne Now, Nielsen’s Cheryl Pearson-McNeil, Senior Vice President, U.S. Strategic Community Alliances and Consumer Engagement, joined Roland Martin on NewsOne Now to discuss the key findings of the Nielsen 2015 African-American Consumer Report.

Key findings of the 2015 African-American Consumer Report:

  • African­-American income growth rates outpaced those of non­-Hispanic Whites at every annual household income level above $60,000.
  • Rate of Black high school graduates enrolled in college increased in 2014 to 70.9%, exceeding the rate of all high ­school graduates in the nation.
  • By 2060, one out of every six U.S. Blacks will be immigrants.

African-American Social Media Usage

  • 44% support companies or brands
  • 44% networking
  • 29% information about products
  • 14% tracking news or special events

African-American Media Consumption

  • Television 51 hours
  • Radio 13 hours
  • Computer 8 hours
  • Smartphone 6 hours

Watch Roland Martin, Nielsen’s Cheryl Pearson-McNeil, and the NewsOne Now panel discuss the findings of this year’s African-American Consumer Report in the video clip above.

To review the Nielsen 2015 African-American Consumer Report, visit

TV One’s NewsOne Now has moved to 7 A.M. ET, be sure to watch “NewsOne Now” with Roland Martin, in its new time slot on TV One.

Subscribe to the “NewsOne Now” Audio Podcast on iTunes.


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NewsOne Now Exclusive: Nielsen Unveils 2015 African-American Consumer Report  was originally published on