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marketSpeak

™

A snapshot of a closer look
into consumer segments

marketSpeak

DECEMBER 2013

™

A snapshot of a closer look
into consumer segments
PEPPER MILLER AND THE HUNTER-MILLER GROUP PRESENTS MARKETSPEAK™
DECEMBER 2013

B L AC K T W I T T E R

PEPPER MILLER AND THE HUNTER-MILLER GROUP PRESENTS MARKETSPEAK™

fuels a new
consciousness & movement among black millennials

B L AC K T W I T T E R

fuels a new
consciousness & movement among black millennials

black millennials are more lIkeLY to follow
each other on Twitter in order to affirm their beliefs
and spark interpersonal conversations.
I N F A C T M O R E T H A N O N E Q U A RT E R

28%

OF AFRICAN-AMERICAN
ADULT INTERNET-USERS
TWEET, COMPARED WITH
12% NON-HISPANIC WHITES
14% HISPANICS

11%

black millennials are more lIkeLY to follow
each other on Twitter in order to affirm their beliefs
and spark interpersonal conversations.

18-34 YEAR OLDS SPENT
11% MORE TIME ON
TWITTER THAN THOSE
35-44 & 45-64 COMBINED

I N F A C T M O R E T H A N O N E Q U A RT E R

28%

11%

OF AFRICAN-AMERICAN
ADULT INTERNET-USERS
TWEET, COMPARED WITH
12% NON-HISPANIC WHITES
14% HISPANICS

18-34 YEAR OLDS SPENT
11% MORE TIME ON
TWITTER THAN THOSE
35-44 & 45-64 COMBINED

37.2 PERCENT OF BLACK STUDENTS
U S E T W I T T E R C O M PA R E D TO 2 0 . 1 % O F W H I T E S T U D E N T S

37.2 PERCENT OF BLACK STUDENTS
U S E T W I T T E R C O M PA R E D TO 2 0 . 1 % O F W H I T E S T U D E N T S

A S A R E S U LT

BLACK TWITTER EMERGED AS A POWERFUL COMMUNITY WITHIN TWITTER

A S A R E S U LT

IT SERVES AS A SOCIAL EXPERIENCE, WHERE BLACK USERS GATHER TO EXPRESS THEIR INDIVIDUAL VIEWS &
GENERATE ENORMOUS CULTURE CAPITAL. “WE CAN BE OURSELVES.”

BLACK TWITTER EMERGED AS A POWERFUL COMMUNITY WITHIN TWITTER

I NFLUENC E

IT SERVES AS A SOCIAL EXPERIENCE, WHERE BLACK USERS GATHER TO EXPRESS THEIR INDIVIDUAL VIEWS &
GENERATE ENORMOUS CULTURE CAPITAL. “WE CAN BE OURSELVES.”

Black Twitter is highly influential. It fuels
awareness about social justice and expresses
satisfaction with brands, service or events.

Black Twitter has a Wikipedia page,
and this establishes its history,
influence and credibility.

I NFLUENC E
Black Twitter is highly influential. It fuels
awareness about social justice and expresses
satisfaction with brands, service or events.

CONSCIOUSNESS

Black Twitter has a Wikipedia page,
and this establishes its history,
influence and credibility.

SATISFACTION

and

DREAM DEFENDERS
Helped promote the Dream Defenders, an
organization of young millenials focused on
social justice issues that especially effect Black
and Brown people

CONSCIOUSNESS

and

DREAM DEFENDERS

ARMANI
Black Twitter called out Armani Team for not
knowing Idris Elba from Alfre Woodard

FAST COMPANY & BLACK WOMEN

PAULA DEEN

ZIMMERMAN JUROR’S BOOK DEAL

Dissatisfaction surrounding Paula Deen
controversy sparked #toosoon Twitter frenzy

Helped increase viewership for ABC’s Scandal
and BET’s The Game

Black Twitter expressed outrage over a potential
book deal with a Zimmerman juror.

HAS THE “MIDAS TOUCH”

Helped promote the Dream Defenders, an
organization of young millenials focused on
social justice issues that especially effect Black
and Brown people

PAULA DEEN

ZIMMERMAN JUROR’S BOOK DEAL

SATISFACTION

HAS THE “MIDAS TOUCH”

Dissatisfaction surrounding Paula Deen
controversy sparked #toosoon Twitter frenzy

Black Twitter calls out Fast Company for not
including any women of color on their ’25
Smartest Women on Twitter List’

Helped increase viewership for ABC’s Scandal
and BET’s The Game

Black Twitter expressed outrage over a potential
book deal with a Zimmerman juror.

ARMANI
Black Twitter called out Armani Team for not
knowing Idris Elba from Alfre Woodard

FAST COMPANY & BLACK WOMEN
Black Twitter calls out Fast Company for not
including any women of color on their ’25
Smartest Women on Twitter List’

BLACKTWITTER

CHATTERATI

ON BLACKTWITTER.COM
UNFORTUNATELY TENDS TO
BE MORE STEREOTYPICAL OF
BLACK TWEETERS

BLACKTWITTER

ON BLACKTWITTER.COM
UNFORTUNATELY TENDS TO
BE MORE STEREOTYPICAL OF
BLACK TWEETERS

CHATTERATI
ON THEROOT.COM

WE PREFER CHATTERATI WHICH
BOASTS A SELECT GROUP OF
TWITTER USERS

On Chatterati, you will find
influential users such as Black
academics, celebrities, techies
and forward thinking
Black Tweeters that curate the
top hashtags, popular stories
and retweets.

On Chatterati, you will find
influential users such as Black
academics, celebrities, techies
and forward thinking
Black Tweeters that curate the
top hashtags, popular stories
and retweets.

ON THEROOT.COM

WE PREFER CHATTERATI WHICH
BOASTS A SELECT GROUP OF
TWITTER USERS

•

•

•

•

@PEPPERMILLER
HUNTERMILLERGROUP.COM

@PEPPERMILLER
HUNTERMILLERGROUP.COM

BLACK STILL MATTERS
IN MARKETING

“When Pepper Miller writes a book “best practices” change... Here are clear directions on how to
engage and grow and prosper -- and how to get your management on board.You need this market.
You need this book.” --MICKEY BRAZEAL, PROFESSOR, ROOSEVELT UNIVERSITY, CHICAGO
LEARN MORE & GET YOUR COPY BLACKSTILLMATTERS.COM

Market Speak is a compilation of statistics, primary and secondary research and insights from
The Hunter-Miller Group. The Hunter-Miller Group is a market research, and strategic planning
firm that helps corporations positively advance their products and messages to diverse
markets, with a special focus on African-Americans. 

BLACK STILL MATTERS
IN MARKETING

“When Pepper Miller writes a book “best practices” change... Here are clear directions on how to
engage and grow and prosper -- and how to get your management on board.You need this market.
You need this book.” --MICKEY BRAZEAL, PROFESSOR, ROOSEVELT UNIVERSITY, CHICAGO

We invite your comments and suggestions and encourage you to send us names of others
to add to our mailing list for this free publication. Contact us at 773-602-1620 or email us at
info@huntermillergroup.com.

LEARN MORE & GET YOUR COPY BLACKSTILLMATTERS.COM

Research contributors: Janeen Foriest and Hasani Smith. Designed by Allenhaus.
© The Hunter-Miller Group, Inc. All rights reserved.

SOURCES

marketSpeak
Market Speak is a compilation of statistics, primary and secondary research and insights from
The Hunter-Miller Group. The Hunter-Miller Group is a market research, and strategic planning
firm that helps corporations positively advance their products and messages to diverse
markets, with a special focus on African-Americans. 

™

THEROOT.COM - PATRICE WILLIAMS, 2013
PEW INTERNET & AFRICAN AMERICAN LIFE 5/31/2012
NIELSEN, 2013 AFRICAN AMERICAN CONSUMER REPORT: RESILIENT, RECEPTIVE AND RELEVANT
SOCIAL MEDIA: WHO TWEETS? BY CHRISTOPHER SHEA, THE WALL STREET JOURNAL, MAY 21,2011
BLACKENTERPRISE.COM - ‘THE CHATTERATI’ TOOL BRINGS WORD ON THE STREET INTO THE 21ST CENTURY, JANEL MARTINEZ 9/18/2013

A snapshot of a closer look
into consumer segments

We invite your comments and suggestions and encourage you to send us names of others
to add to our mailing list for this free publication. Contact us at 773-602-1620 or email us at
info@huntermillergroup.com.
Research contributors: Janeen Foriest and Hasani Smith. Designed by Allenhaus.
© The Hunter-Miller Group, Inc. All rights reserved.

THEROOT.COM - PATRICE WILLIAMS, 2013
PEW INTERNET & AFRICAN AMERICAN LIFE 5/31/2012
NIELSEN, 2013 AFRICAN AMERICAN CONSUMER REPORT: RESILIENT, RECEPTIVE AND RELEVANT
SOCIAL MEDIA: WHO TWEETS? BY CHRISTOPHER SHEA, THE WALL STREET JOURNAL, MAY 21,2011
BLACKENTERPRISE.COM - ‘THE CHATTERATI’ TOOL BRINGS WORD ON THE STREET INTO THE 21ST CENTURY, JANEL MARTINEZ 9/18/2013

BLACK TWITTER WIKIPEDIA - http://en.wikipedia.org/wiki/Black_Twitter
DREAM DEFENDERS - http://dreamdefenders.org
“MIDAS TOUCH” - http://www.npr.org/blogs/codeswitch/2013/05/18/184859810/scandal-preposterous-unmissable-important
PAULA DEEN - http://www.theroot.com/blogs/the_grapevine/2013/07/paula_deens_twitter_black_twitter_makes_fun_of_toosoon_tweet.html
BLACK ENTERPRISE ON FAST COMPANY - http://www.blackenterprise.com/technology/black-twitter-reaction-25-smartest-women-on-twitter-fast-company/
ARMANI - http://www.huffingtonpost.com/2013/11/19/armani-instagram-fail-black-twitter-attacks_n_4302110.html
ZIMMERMAN BOOK DEAL - http://madamenoire.com/286712/black-twitter-forced-agent-to-drop-zimmerman-juror-book-deal/
CHATTERATI - http://www.theroot.com/the-chatterati
BLACKTWITTER.COM - http://blacktwitter.com/

BLACK TWITTER WIKIPEDIA - http://en.wikipedia.org/wiki/Black_Twitter
DREAM DEFENDERS - http://dreamdefenders.org
“MIDAS TOUCH” - http://www.npr.org/blogs/codeswitch/2013/05/18/184859810/scandal-preposterous-unmissable-important
PAULA DEEN - http://www.theroot.com/blogs/the_grapevine/2013/07/paula_deens_twitter_black_twitter_makes_fun_of_toosoon_tweet.html
BLACK ENTERPRISE ON FAST COMPANY - http://www.blackenterprise.com/technology/black-twitter-reaction-25-smartest-women-on-twitter-fast-company/
ARMANI - http://www.huffingtonpost.com/2013/11/19/armani-instagram-fail-black-twitter-attacks_n_4302110.html
ZIMMERMAN BOOK DEAL - http://madamenoire.com/286712/black-twitter-forced-agent-to-drop-zimmerman-juror-book-deal/
CHATTERATI - http://www.theroot.com/the-chatterati
BLACKTWITTER.COM - http://blacktwitter.com/

marketSpeak
A snapshot of a closer look
into consumer segments

™

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Black Twitter: Real and Influential

  • 1. marketSpeak ™ A snapshot of a closer look into consumer segments marketSpeak DECEMBER 2013 ™ A snapshot of a closer look into consumer segments PEPPER MILLER AND THE HUNTER-MILLER GROUP PRESENTS MARKETSPEAK™ DECEMBER 2013 B L AC K T W I T T E R PEPPER MILLER AND THE HUNTER-MILLER GROUP PRESENTS MARKETSPEAK™ fuels a new consciousness & movement among black millennials B L AC K T W I T T E R fuels a new consciousness & movement among black millennials black millennials are more lIkeLY to follow each other on Twitter in order to affirm their beliefs and spark interpersonal conversations. I N F A C T M O R E T H A N O N E Q U A RT E R 28% OF AFRICAN-AMERICAN ADULT INTERNET-USERS TWEET, COMPARED WITH 12% NON-HISPANIC WHITES 14% HISPANICS 11% black millennials are more lIkeLY to follow each other on Twitter in order to affirm their beliefs and spark interpersonal conversations. 18-34 YEAR OLDS SPENT 11% MORE TIME ON TWITTER THAN THOSE 35-44 & 45-64 COMBINED I N F A C T M O R E T H A N O N E Q U A RT E R 28% 11% OF AFRICAN-AMERICAN ADULT INTERNET-USERS TWEET, COMPARED WITH 12% NON-HISPANIC WHITES 14% HISPANICS 18-34 YEAR OLDS SPENT 11% MORE TIME ON TWITTER THAN THOSE 35-44 & 45-64 COMBINED 37.2 PERCENT OF BLACK STUDENTS U S E T W I T T E R C O M PA R E D TO 2 0 . 1 % O F W H I T E S T U D E N T S 37.2 PERCENT OF BLACK STUDENTS U S E T W I T T E R C O M PA R E D TO 2 0 . 1 % O F W H I T E S T U D E N T S A S A R E S U LT BLACK TWITTER EMERGED AS A POWERFUL COMMUNITY WITHIN TWITTER A S A R E S U LT IT SERVES AS A SOCIAL EXPERIENCE, WHERE BLACK USERS GATHER TO EXPRESS THEIR INDIVIDUAL VIEWS & GENERATE ENORMOUS CULTURE CAPITAL. “WE CAN BE OURSELVES.” BLACK TWITTER EMERGED AS A POWERFUL COMMUNITY WITHIN TWITTER I NFLUENC E IT SERVES AS A SOCIAL EXPERIENCE, WHERE BLACK USERS GATHER TO EXPRESS THEIR INDIVIDUAL VIEWS & GENERATE ENORMOUS CULTURE CAPITAL. “WE CAN BE OURSELVES.” Black Twitter is highly influential. It fuels awareness about social justice and expresses satisfaction with brands, service or events. Black Twitter has a Wikipedia page, and this establishes its history, influence and credibility. I NFLUENC E Black Twitter is highly influential. It fuels awareness about social justice and expresses satisfaction with brands, service or events. CONSCIOUSNESS Black Twitter has a Wikipedia page, and this establishes its history, influence and credibility. SATISFACTION and DREAM DEFENDERS Helped promote the Dream Defenders, an organization of young millenials focused on social justice issues that especially effect Black and Brown people CONSCIOUSNESS and DREAM DEFENDERS ARMANI Black Twitter called out Armani Team for not knowing Idris Elba from Alfre Woodard FAST COMPANY & BLACK WOMEN PAULA DEEN ZIMMERMAN JUROR’S BOOK DEAL Dissatisfaction surrounding Paula Deen controversy sparked #toosoon Twitter frenzy Helped increase viewership for ABC’s Scandal and BET’s The Game Black Twitter expressed outrage over a potential book deal with a Zimmerman juror. HAS THE “MIDAS TOUCH” Helped promote the Dream Defenders, an organization of young millenials focused on social justice issues that especially effect Black and Brown people PAULA DEEN ZIMMERMAN JUROR’S BOOK DEAL SATISFACTION HAS THE “MIDAS TOUCH” Dissatisfaction surrounding Paula Deen controversy sparked #toosoon Twitter frenzy Black Twitter calls out Fast Company for not including any women of color on their ’25 Smartest Women on Twitter List’ Helped increase viewership for ABC’s Scandal and BET’s The Game Black Twitter expressed outrage over a potential book deal with a Zimmerman juror. ARMANI Black Twitter called out Armani Team for not knowing Idris Elba from Alfre Woodard FAST COMPANY & BLACK WOMEN Black Twitter calls out Fast Company for not including any women of color on their ’25 Smartest Women on Twitter List’ BLACKTWITTER CHATTERATI ON BLACKTWITTER.COM UNFORTUNATELY TENDS TO BE MORE STEREOTYPICAL OF BLACK TWEETERS BLACKTWITTER ON BLACKTWITTER.COM UNFORTUNATELY TENDS TO BE MORE STEREOTYPICAL OF BLACK TWEETERS CHATTERATI ON THEROOT.COM WE PREFER CHATTERATI WHICH BOASTS A SELECT GROUP OF TWITTER USERS On Chatterati, you will find influential users such as Black academics, celebrities, techies and forward thinking Black Tweeters that curate the top hashtags, popular stories and retweets. On Chatterati, you will find influential users such as Black academics, celebrities, techies and forward thinking Black Tweeters that curate the top hashtags, popular stories and retweets. ON THEROOT.COM WE PREFER CHATTERATI WHICH BOASTS A SELECT GROUP OF TWITTER USERS • • • • @PEPPERMILLER HUNTERMILLERGROUP.COM @PEPPERMILLER HUNTERMILLERGROUP.COM BLACK STILL MATTERS IN MARKETING “When Pepper Miller writes a book “best practices” change... Here are clear directions on how to engage and grow and prosper -- and how to get your management on board.You need this market. You need this book.” --MICKEY BRAZEAL, PROFESSOR, ROOSEVELT UNIVERSITY, CHICAGO LEARN MORE & GET YOUR COPY BLACKSTILLMATTERS.COM Market Speak is a compilation of statistics, primary and secondary research and insights from The Hunter-Miller Group. The Hunter-Miller Group is a market research, and strategic planning firm that helps corporations positively advance their products and messages to diverse markets, with a special focus on African-Americans.  BLACK STILL MATTERS IN MARKETING “When Pepper Miller writes a book “best practices” change... Here are clear directions on how to engage and grow and prosper -- and how to get your management on board.You need this market. You need this book.” --MICKEY BRAZEAL, PROFESSOR, ROOSEVELT UNIVERSITY, CHICAGO We invite your comments and suggestions and encourage you to send us names of others to add to our mailing list for this free publication. Contact us at 773-602-1620 or email us at info@huntermillergroup.com. LEARN MORE & GET YOUR COPY BLACKSTILLMATTERS.COM Research contributors: Janeen Foriest and Hasani Smith. Designed by Allenhaus. © The Hunter-Miller Group, Inc. All rights reserved. SOURCES marketSpeak Market Speak is a compilation of statistics, primary and secondary research and insights from The Hunter-Miller Group. The Hunter-Miller Group is a market research, and strategic planning firm that helps corporations positively advance their products and messages to diverse markets, with a special focus on African-Americans.  ™ THEROOT.COM - PATRICE WILLIAMS, 2013 PEW INTERNET & AFRICAN AMERICAN LIFE 5/31/2012 NIELSEN, 2013 AFRICAN AMERICAN CONSUMER REPORT: RESILIENT, RECEPTIVE AND RELEVANT SOCIAL MEDIA: WHO TWEETS? BY CHRISTOPHER SHEA, THE WALL STREET JOURNAL, MAY 21,2011 BLACKENTERPRISE.COM - ‘THE CHATTERATI’ TOOL BRINGS WORD ON THE STREET INTO THE 21ST CENTURY, JANEL MARTINEZ 9/18/2013 A snapshot of a closer look into consumer segments We invite your comments and suggestions and encourage you to send us names of others to add to our mailing list for this free publication. Contact us at 773-602-1620 or email us at info@huntermillergroup.com. Research contributors: Janeen Foriest and Hasani Smith. Designed by Allenhaus. © The Hunter-Miller Group, Inc. All rights reserved. THEROOT.COM - PATRICE WILLIAMS, 2013 PEW INTERNET & AFRICAN AMERICAN LIFE 5/31/2012 NIELSEN, 2013 AFRICAN AMERICAN CONSUMER REPORT: RESILIENT, RECEPTIVE AND RELEVANT SOCIAL MEDIA: WHO TWEETS? BY CHRISTOPHER SHEA, THE WALL STREET JOURNAL, MAY 21,2011 BLACKENTERPRISE.COM - ‘THE CHATTERATI’ TOOL BRINGS WORD ON THE STREET INTO THE 21ST CENTURY, JANEL MARTINEZ 9/18/2013 BLACK TWITTER WIKIPEDIA - http://en.wikipedia.org/wiki/Black_Twitter DREAM DEFENDERS - http://dreamdefenders.org “MIDAS TOUCH” - http://www.npr.org/blogs/codeswitch/2013/05/18/184859810/scandal-preposterous-unmissable-important PAULA DEEN - http://www.theroot.com/blogs/the_grapevine/2013/07/paula_deens_twitter_black_twitter_makes_fun_of_toosoon_tweet.html BLACK ENTERPRISE ON FAST COMPANY - http://www.blackenterprise.com/technology/black-twitter-reaction-25-smartest-women-on-twitter-fast-company/ ARMANI - http://www.huffingtonpost.com/2013/11/19/armani-instagram-fail-black-twitter-attacks_n_4302110.html ZIMMERMAN BOOK DEAL - http://madamenoire.com/286712/black-twitter-forced-agent-to-drop-zimmerman-juror-book-deal/ CHATTERATI - http://www.theroot.com/the-chatterati BLACKTWITTER.COM - http://blacktwitter.com/ BLACK TWITTER WIKIPEDIA - http://en.wikipedia.org/wiki/Black_Twitter DREAM DEFENDERS - http://dreamdefenders.org “MIDAS TOUCH” - http://www.npr.org/blogs/codeswitch/2013/05/18/184859810/scandal-preposterous-unmissable-important PAULA DEEN - http://www.theroot.com/blogs/the_grapevine/2013/07/paula_deens_twitter_black_twitter_makes_fun_of_toosoon_tweet.html BLACK ENTERPRISE ON FAST COMPANY - http://www.blackenterprise.com/technology/black-twitter-reaction-25-smartest-women-on-twitter-fast-company/ ARMANI - http://www.huffingtonpost.com/2013/11/19/armani-instagram-fail-black-twitter-attacks_n_4302110.html ZIMMERMAN BOOK DEAL - http://madamenoire.com/286712/black-twitter-forced-agent-to-drop-zimmerman-juror-book-deal/ CHATTERATI - http://www.theroot.com/the-chatterati BLACKTWITTER.COM - http://blacktwitter.com/ marketSpeak A snapshot of a closer look into consumer segments ™