Samsung Calling: The Electronic Giant Targeting African American Smartphone Consumers

4 comments
December 21, 2012 ‐ By Ann Brown
Kevin Packingham, senior vice president of Samsung Telecommunications America making a presentation.  AP Photo/Julie Jacobson

Kevin Packingham, senior vice president of Samsung Telecommunications America making a presentation. AP Photo/Julie Jacobson

When it comes to smartphones, BlackBerries are the favorite among African-American consumers. But now South Korean electronics giant Samsung is hoping to change that.

The company, whose commercials usually one-up Apple’s iPhone, has a new commercial titled “Family Photo” that features a mostly African-American family. In the lighthearted commercial, the multicultural family is taking a holiday portrait with the new Samsung’s Galaxy Note II. “The commercial highlights the Galaxy Note II’s newest feature, called ‘best shot,’ which allows users to save individual shots of a group, then combine them into one photo at the end,” writes The Grio.

This commercial is a follow up to an earlier effort by Samsung to target the African-American buyer. According to The Grio, ads in November showcased LeBron James, who was featured in a series of  Galaxy Note II commercials in November.  In these commercial. LeBron uses his Galaxy Note II to give viewers a tour of his day-to-day activities, from breakfast in his swank Miami home to a haircut at the local black barber shop to a Miami Heat’s game.

It’s no wonder Samsung wants to capture the African American smartphone user. A 2012 Nielsen Mobile Insights report found that consumers of color are far more likely than whites to use smartphones. More than fifty percent of all African-American mobile users have smartphones. And, 2011 data from the “State of the African-American Consumer” found “that African-American adults owned smartphones at a 22 percent higher rate than the overall population,” says The Grio.

The issue usually is whether the ad is a true representation of African Americans and the lives we lead. So what do you think of this ad?

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  • am

    I like the commercial and feel it is funny. I love the granny. The best thing about it is that all black families come in all shapes sizes and colors. We are so diverse and so accepting to so many other cultures.

  • http://twitter.com/lindsey_p3 lindsey_p3

    Yep, that’s pretty much most Black families I grew up with in St. Louis. Also looks like a lot of Army families I know. We need more companies taking us seriously, good for Samsung.

  • Dichu eba realy lub mehSteebie

    Why not target us? Guess they finally figured out that we play a large role in their companies’ benefits