Abstract
This new Packaged Facts report provides an in-depth analysis of the attitudes
and behavior of African-American consumers. With a population exceeding 38
million and with buying power projected to exceed $1.1 trillion in 2012,
African Americans remain a crucial part of the American consumer economy.
The report highlights the shopping, spending and leisure-time habits of an
African-American market segment of particular interest to marketers-the 2.4
million affluent African-American households with a household income of
$75,000 or more. With an average annual income of $122,000, affluent
African-American households account for only 17% of all African-American
households but control 45% of total buying power in the African-American
market. The report shows that affluent African Americans can be even more
likely than other affluent consumers to spend money on luxury items such as
cruise-ship vacations, new cars and designer clothes.
The first section of the report begins with an overview of key trends shaping
the African-American market and highlights the opportunities available to
companies active in the market. The report continues with an assessment of the
buying power of African Americans, an analysis of the demographic profile of
the African-American population and an assessment of social and economic
trends affecting African Americans today and in the future.
The next section of the report provides a comprehensive analysis of the
African-American consumer. There are separate chapters on how African
Americans spend their leisure time and how they spend money. Another chapter
analyzes key aspects of African-American consumer behavior across a variety of
areas, including fashion, automotive, food at home, health and pharmaceuticals
and telecommunications. The report also includes a chapter on the media usage
habits of African Americans.
The last section of the report focuses on affluent African Americans. It
includes a chapter that profiles their demographic characteristics and core
values and analyzes key aspects of their consumer behavior, including personal
financial management, shopping behavior, spending patterns and leisure-time
activities. The final chapter identifies the metro markets offering the most
lucrative prospects for marketers targeting African-American consumers.
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