The average African-American viewer watches nearly seven hours of television daily, almost 2.5 more hours per day than the average viewer in the U.S., according to the new Nielsen report, African-Americans: Still Vital, Still Growing. This fact should pique the attention of marketers and advertisers alike, particularly considering that, in 2012, the African-American population in the U.S. reached almost 43 million and continues to grow at more than one-and-a-half times the pace of the general population.Between generations, however, TV viewership among African-Americans is deeply incongruent. African-American Baby Boomers (45-64 years old) spend 7 hours and 53 minutes daily watching live TV, while their younger Generation Y counterparts (18-34 years old) spend almost two-and-a-half hours less time viewing live content (5H:12M). This divide makes sense when you consider the myriad new and ever-expanding viewing options that the traditionally more tech-savvy Gen Y has, at their fingertips.
In fact, 31 percent of Black adults watch online video content and almost 48 percent of Black viewers� time spent is on YouTube alone. The mobile category could also be playing a role, as smartphone penetration among African-Americans has blossomed from 33 percent to more than 54 percent in the last year. In addition, African-Americans use their mobile devices to download and view videos at a rate 30 percent higher than the general population.