Friday, January 24, 2014

If you want to communicate with young African-Americans send them a tweet.

As Twitter evolves we are seeing a definite minority skew for the medium, with African-Americans, Latinos and Asian-Americans accounting for 41% of total users versus 34% for Facebook and 33% for total Internet users.

While the company is focusing on growing its Latino audience, its current sweet spot is young African Americans.  40% of African-American Internet users between the ages of 18-29 use Twitter compared with 28% of Whites in that age group. (Koh, 2014)

Advertisers that have taken notice and are doing something about it include AllState, Home Depot and "12 Years A Slave."  I imagine that others will soon follow.

Koh, Y. (2014, January 21)  Twitter's Racial Diversity Becomes Plum Selling Point.  Wall Street Journal. p.B1, B4

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