eMarketer has conducted a consumer behavior study, bringing out some interesting facts about internet usage by the black community. According to this report, more Black adults (64 % from the total community) are using the internet than ever before. Most of  them are females, young, mobile and heavy social media users.

The report condenses the purpose of internet usage by Black Community to one word, i.e. communication. It has been found that, Black individuals engage in online discussions and participate to convince the other party. This fact, puts them in the influential category and thus, a prospect for Marketers. In this context, e-Marketer says :

“Marketers that do not have a mobile strategy to reach black consumers are being left behind by the competition and ignored by this market,” said Lisa E. Phillips [eMarketer senior analyst]. “Multicultural groups were already using their cellphones to stay informed, learn about events and developments during the 2008 presidential campaign. Their mobile savvy has only increased since, expanding with the introduction of new technology and features.”

Community-focused consumer behavior studies are becoming more popular as more companies are targeting Niche Markets. This trend will transfer heavily to the mobile space. Actually, it is already a trend in mobile marketing. Moreover technology products are being launched to target particular communities as Motorola has done.