US Black Consumers: Digital Trends and Impact of COVID-19 One Year Later Market Report 2021
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This report provides comprehensive and current information and analysis of digital trends amongst Black consumers, including digital market size, anticipated market forecast, relevant market segmentation, and industry trends for the Black digital consumers market in the US.
Throughout the COVID-19 crisis, digital technology has literally been a lifeline for consumers. These tools have been particularly critical for Black consumers, who have been disproportionately impacted by both the health and economic consequences of the pandemic. Meanwhile, the Black Lives Matter movement has made staying informed and connecting with community more essential than ever for Black consumers.
In this report, Mintel examines Black consumers’ purchase and usage patterns for digital devices and communication services, showing how COVID-19 has affected these trends and how brands can best connect with this important audience.
Read on to discover more about the digital trends amongst Black consumers market, read our US Marketing to Black Moms Market Report 2021, or take a look at our other African American research reports.
Brands include: Amazon, Apple, Facebook, Google, Twitter, LinkedIn, AT&T, Beats, Dell, Spotify, TikTok, LG, Motorola, CTL, T-Mobile, Verizon, Instagram, Samsung.
Notables include: Timnit Gebru, George Floyd, David Duke, Michael B. Jordan, Naomi Osaka, Sundar Pichai, Steve Bannon, Donald trump, Gavin McInnes, Dr. Dre, Solange Knowles, Lena Waithe.
This report, written by Fiona O’Donnell, a leading analyst in the Multicultural sector, delivers in-depth commentary and analysis of the African American digital consumer to highlight current trends and add expert context to the numbers.
Black consumers are enthusiastic adopters of digital technology and this remained true even throughout the incredible difficulties of the pandemic. Many became more dependent on technology during this time and spent more on upgrading their services and hardware. Going forward, Black consumers will remain an important audience for tech products, particularly including smartphones and gaming consoles. However, the Black Lives Matter movement also focused attention on the failings of many tech companies to live up to social justice commitments, and companies will need to embrace change in order to grow amongst this audience.
Fiona O’Donnell
Director, Multicultural
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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.