What we’ve recently learned that we wanted to share with our clients:

According to a recent survey by the Pew Research Center’s Internet & American Life Project, African-Americans as a demographic group are now the leading early adopters of mobile technology in the United States compared to other groups, increasingly using mobile phones to access the web and perform online tasks, and making wider use of social media—far exceeding their Caucasian counterparts’ usage and daily frequency.

What this means to you, and why it’s important to your business:

Since African-Americans are now more likely than other groups to watch content on their mobile devices, more likely to try new mobile apps, and more likely to use their social networks to share rich content, NDG believes our real estate and homebuilder clients who operate in predominately African-American markets should begin testing a number of developing digital channels to engage prospects within this demographic, such as using QR codes on model home signage or flyers that can be scanned to quickly take a mobile user to video tours of home models, and allocating more pay-per-click/online advertising dollars to mobile media channels where African-American homebuyers are shopping and researching.

If your company operates in predominately African-American markets, then we believe it’s time to up your game, take more risks, and try new things that click with mobile users—this demographic is ready and waiting for mobile content and activity. Now is the time to set your company apart and create new connections by being an early mobile adopter too.

The Details:

The results of a 2010 survey by the Pew Research Center’s Internet & American Life Project revealed that African-Americans are among the “most active users of the mobile web.” The survey found that mobile phone ownership is higher among African-Americans than among whites and that “minority cell phone owners take advantage of a much greater range of their phones’ features compared with white mobile phone users.”

  • At least 64% of African-Americans now access the internet from a laptop or mobile phone
  • African-American mobile phone owners are significantly more likely than Caucasians to use non-voice data applications on their mobile devices and they also take advantage of a wider range of mobile phone features compared with Caucasians
  • African-Americans are more likely than all other groups to use their mobile devices to share and consume multimedia content
  • 54% use their phone to send photos or video on their phone
  • 20% watch video on their mobile phone
  • 15% post photos or videos online on their phone

According to a recent article on Mashable, Facebook has reached the top volume ranking in the United States. Hitwise, the data analytics service from Experian, has found that social networks in general are more popular than search engines in some parts of the world, and that Facebook has now surpassed Google to become the most visited website:

Facebook recently reached the #1 ranking on Christmas Eve, Christmas Day, and New Year’s Day as well as the weekend of March 6th and 7th. The market share of visits to Facebook increased 185% last week as compared to the same week in 2009, while visits to Google increased 9% during the same time frame. Together Facebook and Google accounted for 14% of all US Internet visits last week [the week ending March 7th, 2010].”

In fact, according to Mashable, networks such as Facebook been pushing hard against the biggest names in web search including Google for several months: “Now, we’ve learned that in the UK, people are visiting social networks more than they’re visiting search engines. Facebook dominates the current crop of social networks, accounting for the majority (55%) of all social site visits. When compared to the wider web, Google gets around 9.3% of all web traffic, while Facebook now captures over 7%.”

And, global page view trends for Facebook and Google show that “while social networks such as Facebook don’t pose an immediate threat to search engines for their core functionality, they do pose a large threat to search engines’ largest revenue source, advertising.”

Click Here to read the entire article on Mashable.