There are some social media platforms that African Americans just prefer. In fact, according to a study by Pew Research Center’s Internet & American Life Project, more African Americans rush to Twitter and Instagram than other digital offerings. Minorities also purchase smartphones more than other demographics. The study found that the popularity of Twitter and Instagram among blacks is surging, while white women under age 50 are drawn to Pinterest, reports USA Today.
The survey was conducted via phone interviews with 1,800 respondents (Asian Americans weren’t included because there were not enough respondents to draw statistically reliable conclusions).
Among black Internet users, 26 percent use Twitter; compare this with whites (14 percent) and Hispanics (19 percent). This is an increase from 18 percent of black Internet users were using Twitter in 2011.
According to social media consultant and blogger Wayne Sutton, there is a reason why Twitter is attracting more blacks. He told the newspaper that Twitter enables “a level playing field in getting (black Americans’) voices heard… With the history of our culture, we now have an equal channel like anyone else,” he says. “We are also some of the largest consumers of entertainment and sports. And that’s a lot of what is said on social media by us.”
As for Instagram, blacks, at 23 percent, also outnumbered Hispanics’ (18 percent) and whites (11 percent).
“African Americans and Hispanics are leading the way in terms of buying smartphones or tablets,” Sutton added. According to a March 2012 Nielsen study, 54.4 percent of black phone owners and 57.3 percent of Hispanic phone owners own smartphones vs. 44.7 percent for whites.