It’s a busy world and consumers have myriad sources to choose from as they keep up with the latest news headlines. So where’s the first place they go these days? While social media has fast become a popular destination for real-time news headlines, traditional media such as TV and online remain key staples. A new Nielsen analysis looked at news consumption among African-American consumers and found that this group is one of the most highly engaged with news content, across multiple screens.
African-Americans accounted for 11 percent of the adult TV news audience in the U.S. during December 2013. Younger African-American viewers tuned in to news programming at a higher rate than the overall 18-34 news audience. These viewers accounted for 12 percent of adult African-American news viewers, compared with the 8 percent of 18-34 year-olds who made up the overall news-viewing population during that month.
During December 2013, 15.4 million adult African-American Internet users visited a news and information site from their computer, spending 1 hour, 47 minutes hours per person, on average. African-Americans aged 35-54 accounted for 44 percent of those visitors, and they spent nearly half (49%) of their time on news sites. Comparatively, 18-34 year-olds represented a third of the African-American news visitors and time spent, respectively.
More than 15 million African-American adult smartphone owners accessed news content on their devices during December 2013, up 17 percent from 2012. Consumers 55 and older drove the increase, as 75 percent more African-Americans aged 55+ accessed news content from their mobile devices than in December 2012. African-Americans aged 55+ also increased their news content consumption via their mobile devices the most, spending 83 percent more time in December 2013 than in the same month a year ago.
Twitter, whether for news or just entertainment, is also a popular choice among African-Americans. More than half (52%) accessed Twitter via mobile app or Web during December 2013. Looking at just the Twitter app, nearly a third of African-Americas accessed the app. They were also 30 percent more likely to use Twitter than any other mobile app.