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REPORT: AFRICAN AMERICANS SHIFTING FROM MEDIA CONSUMERS TO CREATORS


By Selena Hill @ Black Enterprise

Nielsen released its eighth annual Black Digital Lives report Thursday at the Congressional Black Caucus Annual Legislative Conference, detailing the impact and influence that black America has on consumerism and mainstream culture.

According to Neilsen’s From Consumers to Creators: The Digital Lives of Black Consumers report, more than half of African Americans (54%) have lived their entire lives in the digital age. As a result, these young digital natives are not just consuming media in mass, they’re creating it.

“The breadth of black America’s digital footprint has grown exponentially with the rise of smartphone technology and increased access to new mediums for content exchange,” said Kimberly Bryant, founder of Black Girls Code and a Nielsen External Advisory Council member, in a statement. “The access to technology among black consumers is a lightning rod for innovation that’s opening doors of opportunity to creativity, entrepreneurship and financial independence.”

The report finds that African Americans, who now make up 14% of the U.S. population, use technology for self-expression on their own terms. They are also utilizing different platforms and innovative sources, from video streaming and podcasting to gaming and online shopping for food. This has, in turn, broadened their reach and made an unprecedented impact on brands, politics, and what the country watches, buys, and listens to. Full Story