African-Americans Dial Up Smartphone Use

Group spends more time using apps on smartphones than U.S. Population
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African-Americans -- already voracious consumers of video content -- also over index in their use of apps on their smartphones, according to a new Nielsen Media Pulse report.

African-Americans, Hispanics and Asian American adults spend more than 2 hours and 20 minutes per day using apps or accessing the web on their smartphones, above the 2 hours and 19 minutes generated by the total U.S. population, according to Nielsen. African-Americans however, are driving the trend, averaging 2 hours and 47 minutes on smartphones -- more than any other individual group, said Nielsen.

African American Horowitz

The high use smartphones by African-Americans to access apps and the web isn’t surprising given the group’s overall consumption of media across all platforms. 

African-Americans dwarf all other groups in per day usage across all media -- including live TV viewing, radio listening, and use of TV connected devices and smartphones -- averaging nearly 12 hours and 50 minutes of media consumption. That’s 23% more time than the average adult, according to Nielsen’s most recent Total Audience report for second quarter 2018.

Further, African-Americans spend more than seven and a half hours per day viewing video across all platforms, two hours more than the average viewer, reported Nielsen.

In other Nielsen’s Media Pulse report findings, Asian-Americans are more proficient when it comes to tablet use. The group spends at least 45 minutes per day using a tablet, outpacing all other groups as well as the total U.S. population.

Also, adult women spend 6% more time using handheld platforms for apps and accessing the web than men, according to the Nielsen report.

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