A new report from Nielsen—the global analytics and data company that lets me know that in the year of our Lord and Savior, Flamin’ Hot Cheetos, black people are still out here watching the NFL—has revealed some very interesting things about the digital lives of black America.
From Consumers to Creators: The Digital Lives of Black Consumers is a detailed analysis of black consumers, including their spending habits, market share and how they are changing the face of technology, popular culture and the entire online economy.
“African American influence has long resonated cross-culturally, and now it’s being delivered directly from creator to consumer. Give talented, creative people unobstructed access to the world stage and, inevitably, they will shine,” said Cheryl Grace in a press release. She’s Nielsen’s senior vice president of U.S. strategic community alliances and consumer engagement, who might be the only executive with a title longer than Omarosa Manigault Newman, who served as the White House senior black person in charge of surreptitious recording and secretary of line dances.
The study estimates that black spending power is currently at $1.3 trillion and will reach $1.54 trillion by 2022, halfway through the Kanye West presidency. Even though the report has a glaring lack of data on black consumers impact in the seasoning salt industry, the report contains a few interesting factoids including:
- With an average age of 34.02 years, black consumers are the youngest segment of the population, second only to Hispanics (30.82).
- African Americans are 14 percent of the U.S. population but make up 28 percent of Twitter users.
- Through the first half of 2018, 7 of the top 10 Billboard artists are black.
Although the exhaustive report revealed a lot about black consumers, it left me with a few questions that we need to discuss:
What the hell are you people listening to?
As I just stated, black artists like Drake, Migos, XXXTentacion, J. Cole, Kendrick Lamar, Cardi B and the Weeknd are are all in Billboard’s list of the top 10 music artists for the first half of the year, which is admirable. But you know who’s No. 1?
How, Sway? (And that’s not a reference to the Kanye interview. I really need for Sway to answer this question.) Shrek’s little nephew, Ed Sheeran, is also in the top 10, along with Eminem, who deserves to be in the list based on the fact that his angry white boy music has provided the soundtrack for smoking crystal meth and planning school shootings for over a decade.
At least there’s no Taylor Swift.
Which one of you is bringing Blue Apron to cookouts?
The report highlights that black online shoppers make up a large percentage of people who buy online meal kits. At first, I thought they meant Lunchables, which I had no problem with until they removed the cookies from their meals. I have wondered why there is no fried bologna Lunchable for a long time, and was going to ask, but it turns out that y’all out here buying gentrified Vacation Bible School box lunches off the internet.
However, if Lawry’s introduces an online chicken seasoning kit, I’m all in.