What you need to know

Digital technology touches all Black consumers, whether it is a tool of convenience, a connector to their social circle, or most importantly an accessible entertainment center. Desired innovations for this consumer are rooted in a desire for better accessibility through the internet and wireless technology rather than by way of devices.


This Report tracks Black consumers’ household and personal ownership of technology devices, means of accessing the internet, family dynamics regarding technology, and overall attitudes that drive behavior in the category.

Devices covered in this Report include:

  • Televisions: HDTV (high definition), UHD TVs (ultra-high definition), and smart TVs

  • Streaming media OTT (over-the-top) devices

  • Gaming consoles

  • Mobile devices including smartphones and tablets and phablets

  • Voice activated “smart” devices

  • Desktop, laptop, and convertible “hybrid” computers

  • E-readers

  • Home security systems

  • Cameras, including camcorders, wearables, point-and-shoot digital, D-SLR (digital single-lens reflex)

  • DVRs (digital video recorders)

  • Cable/satellite receiver boxes

  • Over-the-ear headphones

  • Bluetooth speakers

  • Portable media players

This Report builds on the analysis presented in Mintel’s Digital Trends (Consumer) – US, April 2019; Digital Trends (Hardware) – US, September 2018; and Digital Trends – Black Consumers – US, May 2017. Readers may also be interested in Digital Trends – Hispanics, US, May 2017.

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