African Americans Spend More on Wireless

A new report from Arbitron and Scarborough Research has found that mobile operators have an opportunity by targetting black consumers in the US market. The study shows that, with more than US$760 billion in spending power, black consumers today represent a critical and growing target market for advertisers.

The key telecoms finding from the report was that nearly two-thirds of black consumers subscribe to cell phone service and many are also willing to pay more than the average for that service. Black persons 18+ are 13 percent more likely than the average consumer to spend $150 or more monthly on their cellular service.

"Five years ago, we released the first Arbitron Black Consumer Study," said Julian Davis, Director of Urban Media Services, Arbitron. "Our goal was to help broadcasters dispel myths and heighten awareness of the unique value of the Urban radio audience. We also were looking to educate those who seek to have this community shop in their stores and buy from their clients. This community has changed over time and so has their buying power."

The answer, Mr. Davis said, is critical to advertisers. The new study shows that, of 30 million black persons age 12+ in the United States, or 12 percent of the U.S. population overall, black persons are more likely to be college graduates, have more money to spend, spend more money on things like cars and cell phones and are more likely to own their own homes than they were five years ago."

Posted to the site on 11th July 2006