Research conducted by Nielsen examined the social media behaviors of African-Americans, non-Hispanic Whites, and the total population. They revealed that Black Millennials (age 18-34) are extensive users of digital platforms and apps to communicate with each other and the world around them. What is particularly interesting is that Black Millennials under-index in terms of percentage of leisure time spent on social networking sites (8 percent).
However, Black Millennials over-index when it comes to the actual number of hours spent. Approximately 55 percent reported spending 1+ hours per day on social networking sites. Further, 49 percent of the total Millennial population reported spending this amount of time on social networking sites. Further, 29 percent of Black Millennials reported spending 3+ hours on such sites. Twenty percent of the total Millennial population reported spending this amount of time on social media.
Older African-Americans (35+) also appear to spend more time on social media than the total population of individuals 35+ as well. Twenty-eight percent of African-Americans 35+ reported spending 1+ hours on social networking sites. Twenty-six percent of the total population 35+ spend this amount of time on social media. In addition, 10 percent of African-Americans 35+ said they spend 3+ hours on social media. Only 8 percent of the total population 35+ said they spend this amount of time on social networking sites.
The top social networking site for all groups were Facebook and YouTube. Eighty-four percent of Black Millennials had Facebook membership and 56 percent had YouTube membership. Similar numbers were found for total Millennials—85 percent were members of Facebook and 57 percent were members of YouTube. When considering African-Americans 35+, 72 percent reported having Facebook while 58 percent reported having YouTube. Finally, 80 percent of the total population 35+ said they have Facebook and 40 percent said they have YouTube.
Differences in social media membership appear when considering other platforms. Black Millennials have a stronger preference for Google+ (55 percent) and Twitter (48 percent) than their overall millennial counterparts. Millennials as a whole seem to prefer Instagram (55 percent) and Pinterest (48 percent). When considering those over the age of 35, both African-Americans (45 percent) and the total population have a strong preference for Twitter (38 percent) over other social network platforms, although African-Americans have a stronger preference. African-Americans 35+ have a stronger preference for Google+ (42 percent) than the total population 35+. The total population 35+ has a stronger preference for Pinterest (35 percent) than African-Americans 35+ (32 percent).