Samsung Calling: The Electronic Giant Targeting African American Smartphone Consumers

December 21, 2012  |  

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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