Table of Contents
Chapter 1 Executive Summary
- Introduction
- Background
- Overview of the Report
- Scope and Methodology
- Market Definition
- Methodology
- Trends and Opportunities
- “Black” or “African American”?
- African-American Market Remains Unique
- Segmentation Key Aspect of Marketing Strategies
- Black Media Remain Vital but Competition Is Increasing
- African Americans Continue to Anchor Multicultural Consumer Market
- Affluent African Americans Represent Key Segment of Market
- African-American Consumers Generate Wide Range of Opportunities
- Overview of the African-American Market
- How Packaged Facts Measures the Size of the African-American Market
- African-American Buying Power Will Reach $1.1 Trillion in 2012
- Blacks Living in Central Cities Wield Nearly Half of African-American
Buying Power
- Black Households Major Segment in American Consumer Economy
- The African-American Population Today
- Blacks Remain Important Segment in American Population
- African-American Population Growth Faster than Non-Hispanic White but
Slower than Hispanic and Asian Populations
- Number of African Americans Will Increase 15% over Next Five Years
- Many Blacks Are Immigrants
- African Americans Younger than Other Americans
- Black Population Includes Above-Average Proportion of Women
- African Americans Major Force in Largest American Cities
- Most Blacks Live in the South
- Migration Continues to Drive African-American Population
- Economic and Social Trends
- On-Campus Gender Gap Especially Wide among African Americans
- College Graduates a Significant Segment in Black Community
- African-American Women More Likely to Hold Management and Professional
Jobs
- Aggregate Income of African Americans Tripled over Past Two Decades
- Income Level of African Americans Higher than Hispanics'
- Marriage less Common among African Americans
- Family Structure Differs
- Black Married Couples Have Higher Average Income than Hispanic Married
Couples
- How African Americans Spend Their Leisure Time
- Team Sports More Popular with African Americans
- Television Centerpiece of African-American Home Entertainment
- More African Americans Go Online at Home
- African Americans Are Frequent Moviegoers
- Fast-Food Outlets Get Nod over Family Restaurant Chains
- African Americans Prime Customers for Hotel and Rental Car Companies
- Foreign Travel less Frequent but Cruise Ship Vacations Popular
- How African Americans Spend Money
- Expenditure Patterns Differ
- African Americans Are Trendsetters and Influencers
- African-American Shoppers Devote More Time to Shopping
- Sales Less Likely to Attract African-American Shoppers
- Impulse Buying More Common among African-American Women
- African Americans Pay Attention to In-Store Promotions
- African-American Parents Like to Indulge Their Kids
- African Americans Are Bricks-and-Mortar Shoppers
- Green Consumer Movement Fails to Attract African-American Shoppers
- African Americans View Advertising as Positive Force
- Highlights of Consumer Behavior
- Apparel Expenditures Get Higher Priority in African-American Households
- Quality Important When Buying Clothes
- African Americans Connect with Fashion Trends
- Watches Part of Fashion Profile of African Americans
- Dress Clothes Especially Important
- African-American Consumers Aspire to Buy New Cars
- Luxury Cars Capture Attention of African-American Men
- Car Ownership Patterns Reflect Urban Identity
- African Americans Spend More on Eating at Home
- Healthy Eating a Struggle for Many
- African Americans Believe in Going to the Doctor
- African Americans Do Not Hesitate to Take Medications When Not Feeling
Well
- Advertising Sways Choice of Medications
- Cellphones Important Part of African-American Lifestyle
- African Americans and the Media
- Newspaper Readership Lower among African Americans
- Magazines Important to African-American Consumers
- African-American Titles Near Top of Popularity List of African Americans
- Digital Cable and Premium Channels More Prevalent
- BET Most Popular Cable Outlet
- Top Network TV Shows Cut Across Demographic Boundaries
- More African-American Men Watch NBA on TV
- Radio Gets Less Attention from African Americans
- Internet Begins to Play Bigger Role in Media and Entertainment Choices
of African Americans
- Affluent African Americans
- Affluent African-American Households Number 2.4 Million
- Winner-Take-All Economy Affects African Americans
- Affluent African Americans Much More Likely to Live in Cities
- Affluent African Americans Aspire to Get to the Top
- Affluent African Americans Aspire to Be Unique
- Feelings of Financial Insecurity Higher
- Affluent African Americans Have Lower Tolerance for Risky Investments
- Affluent African Americans More Likely to Have ATM/Debit Card than
Credit Card
- Affluent African Americans Enjoy Shopping but Not Online
- New Clothes Have a High Priority
- More Affluent African Americans Plan to Buy New Car
- Cruise Vacations Popular
- Television Engages Affluent African Americans
- Home Computers Common
- The Most Lucrative African-American Metro Markets
- New York Metro Area Tops List of African-American Markets
- Affluent African Americans in Washington, D.C. Metro Area Have Highest
Average Income
- African Americans Wield Most Economic Clout in Smaller Cities in the
South
Section I Overview
Chapter 2 Trends and Opportunities
- Strategic Trends
- “Black” or “African American”?
- Research Provokes Discussion about African-American Identity
- African-American Market Remains Unique
- Marketing Trends
- Segmentation Key Aspect of Marketing Strategies
- Use of Mainstream Agencies for Black Advertising Campaigns Raises Doubts
- Black Media Remain Vital but Competition Is Increasing
- BET Responds to Competition
- TBS Uses Multifaceted Promotional Campaign to Expand African-American
Audience
- American Airlines Partners with Popular Black Radio Host
- Automakers Court African Americans with Wide Range of Marketing
Initiatives
- Market Opportunities
- African Americans Continue to Anchor Multicultural Consumer Market
- Figure 2-1: Income per Household Member, African Americans vs. Hispanics
- Affluent African Americans Represent Key Segment of Market
- Some Retailers Capitalize on African-American Buying Power, Others Do Not
- Table 2-1: Selected Opportunities Related to Shopping Habits of African
Americans
- Leisure-Time Activities of Black Consumers Generate Opportunities
- Table 2-2: Selected Opportunities Related to Travel, Leisure and
- Entertainment Activities of African Americans
- African Americans Have Disproportionate Influence in Apparel and
Personal-Care Industries
- Table 2-3: Selected Opportunities Related to Apparel and Watch Purchases
by African Americans
- Table 2-4: Selected Opportunities Related to Use of Personal-Care
Products by African- American Women
- Table 2-5: Selected Opportunities Related to Use of Personal-Care
Products by African- American Men
- Nine Million African Americans Plan to Buy New Car
- Table 2-6: Selected Opportunities Related to Ownership and Purchase of
Automotive Vehicles by African Americans
- Black Consumers Represent Major Market for Prescription Drugs
- Table 2-7: Selected Opportunities Related to Use of Pharmaceuticals in
African-American Consumers
Chapter 3 Overview of the African-American Market
- African-American Buying Power
- How Packaged Facts Measures the Size of the African-American Market
- African-American Buying Power Will Reach $1.1 Trillion in 2012
- Table 3-1: Projected Growth in African-American Buying Power, 2007-2012
- Blacks Living in Central Cities Wield Nearly Half of African-American
Buying Power
- Table 3-2: African-American Buying Power by Key Consumer Segment, 2007
- Aggregate Spending by African-American Consumers
- African-American Households Major Segment in American Consumer Economy
- Many Industries Look to Black Consumers
- Table 3-3: Aggregate Annual Expenditures by African-American Consumer
Units for Food and Beverages, 2006
- Table 3-4: Aggregate Annual Expenditures by African-American Consumer
Units for Apparel, 2006
- Table 3-5: Aggregate Annual Expenditures by African-American Consumer
Units for Vehicle Purchases and Related Expenses, 2006
- Table 3-6: Aggregate Annual Expenditures by African-American Consumer
Units for Entertainment, 2006
- Table 3-7: Aggregate Annual Expenditures by African-American Consumer
Units for Household Furnishings and Equipment, 2006
- Table 3-8: Aggregate Annual Expenditures by African-American Consumers
for Miscellaneous Products and Services,, 2006
Chapter 4 The African-American Population Today
- Population Growth Trends
- Blacks Remain Important Segment in American Population
- Table 4-1: Population of the United States by Race Alone and Hispanic
Origin, 2006
- Table 4-2: U.S. Population by Race and Hispanic Origin, 2006
- Black Population Growth Faster than Non-Hispanic White but Slower than
Hispanic and Asian Populations
- Table 4-3: Population Growth, African Americans vs. Other Population
Groups, 2000-2006
- Number of African Americans Will Increase 15% over Next Five Years
- Table 4-4: Projected Population Growth, African Americans vs. Other
Population Groups, 2007 vs. 2012
- Demographic Highlights
- Many Blacks Are Immigrants
- Table 4-5: Foreign-Born U.S. Population by Race and Hispanic Origin, 2006
- Table 4-6: Number of Americans Reporting Place of Birth in West Indies
and Sub-Saharan Africa, 2006
- African Americans Younger than Other Americans
- Table 4-7: Population by Selected Age Group, African Americans vs. Other
Population Groups, 2006
- Table 4-8: African Americans as Percent of Total Population by Selected
Age Group, July 2006
- Black Population Includes Above-Average Proportion of Women
- Table 4-9: Population of Males and Females, African Americans vs. Other
Population Groups, 2004
- Where African Americans Live
- African Americans Major Force in Largest American Cities
- Figure 4-1: Percent of Residents in Urban and Rural Areas Who Are
African Americans, 2006
- Most Blacks Live in the South
- Table 4-10: Distribution of Population by Region, African Americans vs.
Others, 2006
- Table 4-11: States with Largest African-American Populations, 2006
- Table 4-12: States with Highest Percentage of African Americans, 2006
- Migration Continues to Drive African-American Population Patterns
- Table 4-13: States Ranked by Growth in African-American Population,
2000-2006
Chapter 5 Economic and Social Trends
- Educational Trends
- On-Campus Gender Gap Especially Wide among African Americans
- Table 5-1: College Enrollment of the Population Age 18 and Over by Age
Group and Gender, African Americans vs. Others, 2006
- Figure 5-1: Females as Percent of 18- to 24-Year-Old College Students,
African Americans vs. Others, 2006
- College Graduates a Significant Segment in Black Community
- Table 5-2: Educational Attainment for Those Age 25 and Over,
African-American vs Other Men, 2007.
- Table 5-3: Educational Attainment for Those Age 25 and Over,
African-American vs. Other Women, 2007
- Table 5-4: Educational Attainment for Those Age 25 and Over by Gender,
African Americans vs. Others, 2007
- Table 5-5: Educational Attainment for Those Age 25 and Over, African
Americans vs. Hispanics, 2007
- Economic Profile of African Americans
- African Americans Worry about Their Lives
- Table 5-6: Level of Happiness, African-American vs. Other Adults by
Gender
- Financial Insecurity Causes African Americans to Strive for Success
- Table 5-7: Attitudes toward Work and Money, African-American vs. Other
Adults by Gender
- Unemployment Remains Higher among African Americans
- Table 5-8: Employment Status of the Population Age 16 and Over by Race
and Hispanic Origin, 2006
- African-American Women More Likely to Hold Management and Professional
Jobs
- Table 5-9: Occupations of Those Age 16 and Over by Gender, 2006
- Aggregate Income of African Americans Tripled over Past Two Decades
- Table 5-10: Aggregate Personal Income, African Americans vs. Other
Population Groups, 1986 vs. 2006 Income Level of African Americans Higher
than Hispanics'
- Table 5-11: Mean Income of People Age 15 and Over, African Americans vs.
Other Population Groups, 2006
- Mortgage Crisis Tests Resiliency of Black Homeowners
- Household and Family Structure
- Attitudes toward Family Mixed
- Table 5-12: Attitudes toward Family, African-American vs. Other Adults
by Gender
- Marriage less Common among African Americans
- Table 5-13: Marital Status of People Age 18 and Over, African Americans
vs. Others, 2007
- Table 5-14: Median Age at First Marriage, African Americans vs. Other
Population Groups, 2006 Family Structure Differs
- Table 5-15: Household Types, African-American vs. Other, 2007
- Working Moms More Common in Married-Couple Families
- Table 5-16: Percent of Married-Couple Families with Working Wife by
- Presence of Children under 18, African Americans vs. Others, 2007
- African-American Households Smaller than Hispanic Households
- Table 5-17: Size of Households, African-American vs. Other, 2007
- Table 5-18: Size of Family Households, African-American vs. Other, 2007
- Majority of African-American Kids Live with Their Moms
- Table 5-19: Marital Status of Parents and Living Arrangements of
Children, African-American vs. Other Children, 2006
- African-American Grandparents Important Family Resource
- Table 5-20: Grandparents Living with Own Grandchildren by Responsibility
for Grandchildren, African Americans vs. Other Population Groups, 2006
- Economic Profile of African-American Households and Families
- African-American Households Have Fewer Earners than Hispanic Households
- Table 5-21: Family Households by Number of Earners in Each Household,
African-American vs. Other, 2007 African-American Family Income Same as
Hispanic
- Table 5-22: Mean Household and Family Income, African Americans vs.
Other Population Groups, 2006
- Black Married Couples Have Higher Average Income than Hispanic Married
Couples
- Table 5-23: Mean Income of Families by Type, African Americans vs. Other
Population Groups, 2006
- Table 5-24: Distribution of Income of Families, African Americans vs.
Other Population Groups, 2006
- Table 5-25: Distribution of Income of Households, African Americans vs.
- Other Population Groups, 2006
- Economic Mobility Eludes African American Children
Section II Understanding the African-American Consumer
Chapter 6 How African Americans Spend Their Leisure Time
- Overview
- African-American Consumers Place High Priority on Consumer Electronics
for Home Entertainment
- Table 6-1: Annual Expenditures for Entertainment by Amount and Percent
of Total Expenditures, African Americans vs. Other Consumer Units, 2006
- Listening to Music Top Leisure-Time Activity
- Table 6-2: Participation in Leisure Activity/Hobby in Last 12 Months,
African-American vs. Other Men
- Table 6-3: Participation in Leisure Activity/Hobby in Last 12 Months,
African-American vs. Other Women
- Physical Exercise More Important to African Americans Figure 6-1:
Percent Engaging in Regular Physical Exercise, African-American vs. Other
Consumers
- Team Sports More Popular with African-American Men
- Table 6-4: Participation in Sports in Last 12 Months, African-American
vs. Other Men
- African-American Women Share Sports Preferences of Other Women
- Table 6-5: Participation in Sports in Last 12 Months, African-American
vs. Other Women
- Home Entertainment
- Television Centerpiece of African-American Home Entertainment
- Table 6-6: Ownership of TV Sets, African-American vs. Other Consumers
- Table 6-7: Ownership of Consumer Electronics, African-American vs. Other
Consumers
- Circuit City and Radio Shack More Popular among African Americans
- Table 6-8: Home Electronics Stores Shopped in Last 3 Months,
African-American vs. Other Consumers
- More African Americans Go Online at Home
- African-American Women More Active Online
- Table 6-9: Online Activities in Last 30 Days, African-American vs. Other
Men
- Table 6-10: Online Activities in Last 30 Days, African-American vs.
Other Women
- Table 6-11: Websites Visited in Last 30 Days, African American vs. Other
Men
- Table 6-12: Websites Visited in Last 30 Days, African American vs. Other
Women
- Going Out
- African Americans Are Frequent Moviegoers
- Table 6-13: Profile of Movie Attendance, African-American vs. Other
Consumers by Gender
- Tastes in Movies Differ
- Table 6-14: Movie Genres Seen in Theaters in Last 90 Days, African-
- American vs. Other Consumers by Gender
- Fast-Food Outlets Get Nod over Family Restaurant Chains
- Table 6-15: Going Out to Family and Fast Food Restaurants, African-
- American vs. Other Consumers by Gender
- Going on Vacation
- African Americans Prime Customers for Hotel and Rental Car Companies
- Table 6-16: Travel Patterns, African-American vs. Other Consumers by
Gender
- Foreign Travel less Frequent but Cruise-Ship Vacations Popular
- Figure 6-2: Percent Taking a Cruise-Ship Vacation in Last 3 Years,
African-American vs. Other Consumers
- Theme Parks Capture Attention of African-American Vacationers
- Figure 6-3: Percent Visiting a Theme Park in Last 12 Months,
African-American vs. Other Consumers
Chapter 7 How African Americans Spend Money
- Overview of African-American Consumer Expenditure Patterns
- Consumer Units Defined
- African Americans Have Distinct Consumer Profile
- Table 7-1: Expenditures of Consumer Units as Percent of Before-Tax
- Income, African-American vs. Other Consumer Units, 2006
- Table 7-2: Characteristics of Consumer Units, African-American vs. Other
Consumer Units, 2006
- Expenditure Patterns Differ
- Table 7-3: Consumer Expenditure Categories for Which African Americans
Spend a Higher Percentage of Their Total Budget than Other Consumer Units
- Table 7-4: Consumer Expenditures Categories for Which African Americans
Spend a Lower Percentage of Their Total Budget than All Consumer Units
- Shopping Behavior
- African Americans Are Trendsetters and Influencers
- Table 7-5: Influencers and Trendsetters, African-American vs. Other
Consumers by Gender
- Shopping Is a Pleasure
- Table 7-6: Attitudes toward Shopping, African-American vs. Other
Consumers by Gender
- Shopping Is a Social Event for African-American Women
- Table 7-7: Shopping as a Social Event, African-American vs. Other
Consumers by Gender
- African-American Shoppers Devote More Time to Shopping
- Figure 7-1: Percent Visiting a Mall Four or More Times in Last Four
Weeks, African-American vs. Other Consumers
- Table 7-8: Shopping Behavior, African-American vs. Other Consumers by
Gender
- Sales Less Likely to Attract African-American Shoppers
- Table 7-9: Attitudes toward Sales and Bargains, African-American vs.
Other Consumers by Gender
- Figure 7-2: Percent Using Cents-Off Coupons, African-American vs. Other
Consumers by Gender
- Impulse Buying More Common among African-American Women
- Table 7-10: Attitudes toward Impulse Buying, African-American vs. Other
Consumers by Gender
- African Americans Pay Attention to In-Store Promotions
- Table 7-11: Percent Who “Always Refer” to Various Categories
of In-Store Promotions and Advertising, African-American vs. Other Consumers
- Brand Loyalty Lower
- Table 7-12: Brand Awareness, African-American vs. Other Consumers by
Gender
- African-American Parents Like to Indulge Their Kids
- Table 7-13: Impact of Children on Shopping Behavior, African-American
vs. Other Consumers by Gender
- African Americans Are Bricks-and-Mortar Shoppers
- Table 7-14: Impact of the Internet on Shopping Behavior,
African-American vs. Other Consumers by Gender
- Figure 7-3: Percent Placing an Internet Order in the Last 12 Months,
African-American vs. Other Consumers
- Figure 7-4: Percent Placing a Catalog Order in the Last 12 Months,
African-American vs. Other Consumers
- Green Consumer Movement Fails to Attract African-American Shoppers
- Table 7-15: Attitudes towards Environmental Issues, African-American vs.
Other Consumers by Gender
- Receptivity to Advertising
- African Americans View Advertising as Positive Force
- Table 7-16: Attitudes toward Advertising, African-American vs. Other
Consumers by Gender
- Table 7-17: Attitudes toward Print and Television Advertising,
African-American vs. Other Consumers by Gender
- Product Placement Works with African Americans
- Table 7-18: Impact of Product Placement, African-American vs. Other
Consumers by Gender
- African Americans More Likely to Notice Out-of-Home Advertising
- Figure 7-5: Percent Taking Public Transportation to Work,
African-Americans vs. Others
- Table 7-19: Effectiveness of Out-of-Home Advertising, African-American
vs. Other Adults by Gender
Chapter 8 Highlights of Consumer Behavior
- Fashion
- Apparel Expenditures Get Higher Priority in African-American Households
- Table 8-1: Annual Expenditures for Apparel and Services by Amount and
Percent of Total Expenditures, African-American vs. Other Consumer Units,
2006
- Quality Important When Buying Clothes
- Table 8-2: Attitudes toward Buying Clothes, African-American vs. Other
Consumers by Gender
- African Americans Connect with Fashion Trends
- Table 8-3: Attitudes toward Style and Fashion, African-American vs.
Other Consumers by Gender
- Watches Part of Fashion Profile of African Americans
- Figure 8-1: Percent Buying Watches for Self in Last 12 Months,
African-American vs. Other Consumers by Gender
- Dress Clothes Especially Important
- Table 8-4: Clothing Items and Accessories Bought in Last 12 Months,
African-American vs. Other Men
- Table 8-5: Clothing Items and Accessories Bought in Last 12 Months,
African-American vs Other Women
- Athletic Shoes Also Significant Part of Wardrobe
- Table 8-6: Sneakers/Athletic Shoes Bought in Last 12 Months,
African-American vs. Other Men
- Table 8-7: Sneakers/Athletic Shoes Bought in Last 12 Months,
African-American vs. Other Women
- Family Dollar Store More Popular with African Americans
- Table 8-8: Department/Discount Stores Shopped in Last 3 Months,
African-American vs. Other Consumers
- Use of Personal-Care Products Analyzed
- Table 8-9: Use of Personal-Care Products, African-American vs. Other Men
- Table 8-10: Use of Personal-Care Products, African-American vs. Other
Women
- Automotive
- Fewer African Americans Like to Drive
- Table 8-11: Attitudes toward Driving, African-American vs. Other
Consumers by Gender
- African-American Consumers Aspire to Buy New Cars
- Table 8-12: Annual Expenditures for Vehicle Purchases and Related
- Expenses by Amount and Percent of Total Expenditures, African-American
vs. Other Consumer Units, 2006
- Table 8-13: Attitudes toward Buying New Cars, African-American vs. Other
Consumers by Gender
- Table 8-14: Next Vehicle Purchase, African-American vs. Other Consumers
- Luxury Cars Capture Attention of African-American Men
- Table 8-15: Reasons for Buying a Car, African-American vs. Other
Consumers by Gender
- Domestic Automakers Praised
- Table 8-16: Attitudes toward Foreign vs. Domestic Cars, African-American
vs. Other Consumers by Gender
- Car Ownership Patterns Reflect Urban Identity
- Table 8-17: Vehicle Ownership Patterns, African-American vs. Other
Consumers
- Table 8-18: Number of Vehicles Owned, African-American vs. Other
Consumer Units, 2006
- Eating at Home
- African Americans Spend More on Eating at Home
- Table 8-19: Annual Expenditures for Food at Home by Amount and Percent
of Total Expenditures, African-American vs. Other Consumer Units
- African-American Women Less Involved in Cooking
- Table 8-20: Attitudes toward Cooking at Home, African-American vs. Other
Consumers by Gender
- African Americans Like to Shop for Groceries
- Figure 8-2: Percent Agreeing “Shopping for Groceries is a
Bore,” African-American vs. Other Consumers
- Healthy Eating a Struggle for Many
- Table 8-21: Attitudes toward Healthy Eating, African-American vs. Other
Consumers by Gender
- Table 8-22: Attitudes toward Dieting and Fattening Foods,
African-American vs. Other Consumers by Gender
- African Americans Less Interested in Fresh Ingredients
- Table 8-23: Use of Organic Foods, African-American vs. Other Consumers
by Gender
- Health and Pharmaceuticals
- African Americans Believe in Going to the Doctor
- Table 8-24: Annual Expenditures for Health Care by Amount and Percent of
Total Expenditures, African-American vs. Other Consumer Units, 2006
- Table 8-25: Managing Personal Health, African-American vs. Other
Consumers by Gender
- African Americans Do Not Hesitate to Take Medications When Not Feeling
Well
- Table 8-26: Attitudes toward Taking Medications, African-American vs.
Other Consumers by Gender
- Little Trust in Over-the-Counter Meds
- Table 8-27: Attitudes toward Non-Prescription Medications,
African-American vs. Other Consumers by Gender
- Advertising Sways Choice of Medications
- Table 8-28: Factors Affecting Choice of Medications, African-American
vs. Other Consumers by Gender
- African Americans Look to Alternative Medicine
- Table 8-29: Attitudes toward Alternative Medicine, African-American vs.
Other Consumers by Gender
- African Americans Less Likely to Take Vitamins
- Table 8-30: Attitudes toward Vitamins, African-American vs. Other
Consumers by Gender
- Telecommunications
- African Americans Spend the Most on Telecommunications
- Table 8-31: Expenditures on Telephone Services, African-American vs.
Other Consumer Units, 2006
- Cellphones Important Part of African-American Lifestyle
- Figure 8-3: Ownership of Cellphones, African-American vs. Other Consumers
- Table 8-32: Ownership and Use of Cellular/Wireless Services,
African-American vs. Other Consumers
Chapter 9 African Americans and the Media
- Print Media
- Newspaper Readership Lower among African Americans
- Table 9-1: Attitudes toward Newspapers, African-American vs. Other
Consumers by Gender
- Table 9-2: Newspaper Readership, African-American vs. Other Consumers by
Gender
- Black Press Struggles to Continue to Serve as Community Resource
- Magazines Important to African-American Consumers Table 9-3: Attitudes
toward Magazines, African-American vs. Other Consumers by Gender
- African-American Titles Near Top of Popularity List of African Americans
- Table 9-4: Most Popular Publication Types, African-American vs. Other Men
- Table 9-5: Most Popular Publication Types, African-American vs. Other
Women
- Table 9-6: Most Popular Magazines, African-American vs. Other Men
- Table 9-7: Most Popular Magazines, African-American vs. Other Women
- Table 9-8: Similarities and Differences in Magazines Popular with
African-American and Other Men
- Table 9-9: Similarities and Differences in Magazines Popular with
African-American and Other Women
- Television
- African Americans Have Mixed Attitudes toward TV
- Table 9-10: Attitudes toward Television, African-American vs. Other
Consumers by Gender
- Digital Cable and Premium Channels More Prevalent
- Table 9-11: Access to Television, African-American vs. Other Households
- Fox Leads Other Broadcast Networks among African Americans
- Table 9-12: Primetime Network TV Viewing Habits, African-American vs.
Other Men
- Table 9-13: Primetime Network TV Viewing Habits, African-American vs.
Other Women
- BET Most Popular Cable Outlet
- Table 9-14: Most Popular Cable TV Services, African-American vs. Other
Men
- Table 9-15: Most Popular Cable TV Services, African-American vs. Other
Women
- Table 9-16: Similarities and Differences in Cable TV Services Popular
with African-American and Other Men
- Table 9-17: Similarities and Differences in Cable TV Services Popular
with African-American and Other Women
- Top Network TV Shows Cut Across Demographic Boundaries
- Table 9-18: Most Popular Once-a-Week Network TV Programs,
African-American vs Other Men.
- Table 9-19: Similarities and Differences in Once-a-Week TV Shows Popular
with African-American and Other Men
- Table 9-20: Most Popular Once-a-Week TV Programs, African-American vs.
Other Women
- Table 9-21: Similarities and Differences in Once-a-Week TV Shows Popular
with African-American and Other Women
- More African-American Men Watch NBA on TV
- Table 9-22: TV Sports Watched Frequently, African-American vs. Other Men
- Radio
- Radio Gets Less Attention from African Americans
- Table 9-23: Attitudes toward Radio, African-American vs. Other Consumers
by Gender
- African Americans More Likely to Listen to Radio at Night
- Table 9-24: Radio Listening by Daypart, African-American vs. Other Men
- Table 9-25: Radio Listening by Daypart, African-American vs. Other Women
- Urban Is Top Radio Format among African Americans
- Table 9-26: Most Popular Radio Formats, African-American vs. Other Men
- Table 9-27: Most Popular Radio Formats, African-American vs. Other Women
- Impact of the Internet on Traditional Media Usage
- Internet Begins to Play Bigger Role in Media and Entertainment Choices
of African Americans
- Table 9-28: Impact of the Internet on Media Usage, African-American vs.
Other Consumers by Gender
- News and Weather Top Online Media Choice
- Table 9-29: Online Media Activities in Last 30 Days, African-American
vs. Other Men
- Table 9-30: Online Media Activities in Last 30 Days, African-American
vs. Other Women
- Section III Consumer Focus: Affluent African Americans
Chapter 10 Affluent African Americans
- Overview
- Affluent African-American Households Defined
- Affluent African-American Households Number 2.4 Million
- Table 10-1: African-American Households with Incomes of $75,000 or More
by Income Level, 2006
- Affluent Households Generate 45% of Aggregate Income
- Table 10-2: Aggregate Income of African-American Households, Affluent
vs. Other Households, 2006
- Table 10-3: Aggregate Income of Non-African-American Households,
Affluent vs. Other Households, 2006
- Winner-Take-All Economy Affects African Americans
- Table 10-4: Percent of Aggregate Household Income by Quintile and Top
- 5% of Households, Selected Years 1976 vs. 2006, African-American vs.
Other Households
- Table 10-5: Percent of Aggregate Household Income Received by Top 5% of
Households, African-American vs. Households in Other Population Groups, 2006
- Table 10-6: Mean Household Income Received by Highest Fifth and Top 5%
of Households, African-American vs. Households in Other Population Groups,
2006
- Affluent African Americans Much More Likely to Live in Cities
- Table 10-7: Demographic Profile, Affluent African-American vs. Other
Affluent Households, 2007
- Core Values
- Affluent African Americans Less Secular
- Table 10-8: Selected Values, African-American vs. Other Affluent
Consumers
- Affluent African Americans Want to Get to the Top
- Table 10-9: Attitudes toward Work, African-American vs. Other Affluent
Consumers
- Affluent African Americans Aspire to Be Unique
- Table 10-10: Self-Image, African-American vs. Other Affluent Consumers
- Affluent African Americans Are Strong Influencers
- Table 10-11: Influencing Others, African-American vs. Other Affluent
Consumers
- Risk-Taking Less Likely
- Table 10-12: Risk-Taking, African-American vs. Other Affluent Consumers
- How Affluent African Americans Manage Their Personal Finances
- Feelings of Financial Insecurity Higher
- Table 10-13: Attitudes toward Money and Financial Security,
African-American vs. Other Affluent Consumers
- Confidence Level Lower
- Table 10-14: Financial Self-Confidence, African-American vs. Other
Affluent Consumers
- Affluent African Americans Prime Customers for Financial Services Firms
- Table 10-15: Using Financial Services, African-American vs. Other
Affluent Consumers
- Affluent African Americans Have Lower Tolerance for Risky Investments
- Figure 10-1: Percent of Affluent Consumers Saying “Investing in
Stock
- Market Is Too Risky,” African-American vs. Other Consumers
- Life Insurance More Important to Affluent African Americans
- Table 10-16: Importance of Insurance, African-American vs. Other
Affluent Consumers
- Table 10-17: Percent with Life and Health Insurance, African-American
vs. Other Affluent Consumers Loans less Common
- Table 10-18: Percent with Loans, African-American vs. Other Affluent
Consumers Affluent African Americans More Likely to Have ATM/Debit Card than
Credit Card
- Table 10-19: Ownership and Use of ATM/Debit Cards, African-American vs.
Other Affluent Consumers
- Table 10-20: Ownership of Credit Cards, African-American vs. Other
Affluent Consumers
- Investment Portfolios Thinner
- Table 10-21: Ownership of Bank Accounts, African-American vs. Other
Affluent Consumers
- Table 10-22: Percent Owning Investments, African-American vs. Other
Affluent Consumers
- Shopping and Spending
- Affluent African Americans Less Likely to See Themselves as Careful with
Money
- Table 10-23: Attitudes toward Spending, African-American vs. Other
Affluent Consumers
- Affluent African Americans Enjoy Shopping but Not Online
- Figure 10-2: Percent of Affluent Consumers Saying They Really Enjoy Any
Kind of Shopping, African-American vs. Other Consumers
- Table 10-24: Impact of the Internet on Shopping Behavior,
African-American vs. Other Affluent Consumers New Clothes Have a High
Priority
- Table 10-25: Attitudes toward Fashion, African-American vs. Other
Affluent Consumers
- Table 10-26: Attitudes toward Buying Clothes, African-American vs. Other
Affluent Consumers
- Luxury Cars Important to Affluent African Americans
- Table 10-27: Profile of Car Ownership, African-American vs. Other
Affluent Consumers
- More Affluent African Americans Plan to Buy New Car
- Table 10-28: Next Vehicle Purchase, Affluent African-American vs. Other
Affluent Consumers
- Affluent African Americans Spend Big on Household Furnishings
- Table 10-29: Home Improvement Expenditures and Furniture Purchases,
African-American vs. Other Affluent Consumers
- Figure 10-3: Percent of Affluent Consumers Spending $1,000 or More in
Last 12 Months on Household Furnishings and Bed/Bath and Linens,
African-American vs. Other Consumers
- Leisure-Time Activities
- Affluent African Americans Say They Exercise More
- Table 10-30: Participation in Physical Fitness Programs in Last 12
Months, African-American vs. Other Affluent Consumers
- Table 10-31: Participation in Sports in Last 12 Months, African-American
vs. Other Affluent Consumers
- Table 10-32: Participation in Leisure Activity/Hobby in Last 12 Months,
African-American vs. Other Affluent Consumers
- Table 10-33: Going Out to Restaurants, African-American vs. Other
Affluent Consumers
- Cruise Vacations Popular
- Table 10-34: Travel Profile, African-American vs. Other Affluent
Consumers
- Television Engages Affluent African Americans
- Table 10-35: Ownership of Consumer Electronics, African-American vs.
Other Affluent Consumers
- Home Computers Common in Affluent African-American Households
- Figure 10-4: Percent of Affluent Consumers with Computer at Home,
African American vs. Other Consumers
- Internet Use Differs
- Table 10-36: Number of Times Using the Internet at Home in Last Seven
- Days, African-American vs. Other Affluent Consumers
- Table 10-37: Online Activities in Last 30 Days, African-American vs.
Other Affluent Consumers
Chapter 11 The Most Lucrative African-American Metro Markets
- New York Metro Area Tops List of African-American Markets
- Table 11-1: Metropolitan Areas Ranked by Aggregate Personal Income and Per
Capita Income of African Americans, 2006
- Affluent African Americans in Washington, D.C. Metro Area Have Highest
Average Income
- Table 11-2: Metropolitan Areas Ranked by Number of Affluent
African-American Households, 2006
- African Americans Wield Most Economic Clout in Smaller Cities in the South
- Table 11-3: Urban Areas Ranked by Aggregate African-American Personal
Income as Percent of Total Aggregate Income, 2006
Appendix: Addresses of Selected African-American Market Resources
|
Related Report
|
View Cart
