Influential African-American More Likely To Connect Online For Business; Less Likely Use Social Networking

New data from Burson-Marsteller, a leading global public relations firm, indicates that the most influential African American consumers tend to favor the internet for business purposes (52%) while preferring to use more traditional communications methods for social networking.

"African American—fluentials," as they are called, spend significantly more time talking with family, friends and co-workers versus their counterparts (26.5 hours per week versus 20.9 hours), and are less likely to be active on networking sites such as Facebook (49%).

Other findings from the study include “86% of African American-fluentials report that they are more likely to listen to companies that develop products that reflect community and cultural needs and interests.” Also, “82% of this group says brand drives their purchase decisions versus 68% of U.S. e-fluentials, and 85% say they stick with a brand once they identify one they like.” Source