The Black American Audience

“This is the time to make multicultural the forefront of everything we do.” – Carla Giovannetti Dobbs, Director of Wal-Mart Multicultural Marketing

Delivering your brand message to the Black American audience is, simply put, smart business.  Black Americans comprise the nation’s largest racial minority market.  Black buying power is expected to increase 25% by 2014, to over $1.1 trillion*.

With online usage at 70%, Black Americans continue to grow at a faster rate than the general Internet population*.

Black Americans consume media at a higher rate than the U.S. average and are one of the most ‘plugged-in’ audiences in the U.S.  They spend 10% more time online compared to all U.S. adults, and are very active social networkers.  Black Americans spend more time talking and texting on their mobile phones and are more likely to go online via mobile devices than any other group.  Over 40% are ‘active’ online buyers and close to half are ready to take action after viewing ads**.

Interactive One: The Digital Connection for Black America

With over 25 years of experience connecting Black America, Interactive One was launched by Radio One, an organization that has effectively created and distributed engaging programming and resources to the Black American consumer.

Currently reaching over 4 million Black Americans online, Interactive One is now the #1 online destination for this audience.  Among other sites targeting Black Americans, Interactive One provides the largest, most engaged and loyal online audience***.

Interactive One is all about Community, Content and Conversation.

Community

Interactive One convenes the community and possesses the highest concentration of Black Americans than any other portfolio of online sites.  Interactive One users spend more time on BlackPlanet, the largest Black social networking platform, than they do on Facebook***.

Interactive One provides a social platform that is uniquely relevant to the Black community.  In the words of a faithful users… “Since I’ve joined this site (BlackPlanet), I feel connected to my people… There aren’t any other sites quite like this one”.

Content

Interactive One offers content that is uniquely tailored to Black America.  With content sites focused on women, news, entertainment, health and wellness, Interactive One understands and celebrates the Black perspective across all of their key passion points.

Conversation

Today, media is no longer about one-way conversations.  With a passionate and very vocal audience, Interactive One recognizes and embraces this need for dynamic interaction.  Interactive One believes in fostering an ongoing conversation with its audience and invites marketing partners to join in the conversation.

Through One Community, the largest online research forum of Black Americans, Interactive One invites its partners to participate in various custom research opportunities to gain insights and information about this unique and growing audience.

Source:  *eMarketer US Internet Users, April 2010, The Multicultural Economy 2009, **Multicultural Marketing Online, Google 2010, ***comScore MediaMetrix, January-August 2010