Black Americans' Shopping and Spending Patterns - US - March 2008

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Resources used for The Consumer sections
• Executive Summary
• Key demographics
• Key issues: race, discrimination, life satisfaction
• Hobbies and lifestyle
• Spending patterns
• Attitudes to advertising
• Demographics of Black America
• Key points
• Black population growing faster than whites, slower than Hispanics/Asians
  • Figure 1: Population, by race and Hispanic origin, 2002-2012
• Median black household incomes less than Hispanics/whites/Asians
  • Figure 2: Median household income, black, white Hispanic, 1980-2006
  • Figure 3: Trended distribution of median household incomes among blacks, 1980-2006
• Blacks younger than whites, older than Hispanics
  • Figure 4: Total population and black population, by age, 2008
• Household size: why black household incomes are smaller than Hispanics
  • Figure 5: Average household size, by race/Hispanic origin of householder, 2001and 2006
• Blacks less likely to be married
  • Figure 6: Marital status of people aged 15+ years, by race and Hispanic origin, 2005
• Black education on the rise, but lagging whites
• Top 10 black metros
  • Figure 7: Top ten black population centers, 2006
• Race, Discrimination and Life Satisfaction
• Key points
• Most blacks believe themselves to be a single race
  • Figure 8: Perceptions of racial homogeneity among blacks, by gender, age and income, 2007
• Values of middle class and poor blacks
  • Figure 9: Values gap between middle-class and poor blacks, by gender, age and income, 1986 and 2007
• Perceived values gap between blacks and whites
  • Figure 10: Perceived values gap between whites and blacks. 1986 and 2007
• Blacks share beliefs about discrimination
  • Figure 11: Evaluation of selected values by blacks, by household income, 2008
• Young blacks slightly less concerned about discrimination
  • Figure 12: Evaluation of selected values by blacks , by age, 2008
• Blacks more likely to sense discrimination
  • Figure 13: Incidence and occasion of perceived discrimination, by race, 2007
• Black optimism has declined significantly over two decades
  • Figure 14: Perceived future of blacks among black adults, 1986 and 2007
  • Figure 15: Proportion of Black adults that believe the future will be better, by gender, age and education, 1986 and 2007
• Most blacks are satisfied with their lives
  • Figure 16: Overall life satisfaction, by race, 2007
• Hobbies and other Lifestyle Attributes
• Key points
• Rich and poor--important lifestyle differences
  • Figure 17: Lifestyle characteristics of blacks**, by household income, 2006-07
• Affluent blacks more physically, socially active
  • Figure 18: Hobbies of black adults, by popularity and annual household income, 2008
  • Figure 19: Hobbies of black adults, by age, 2008
• Spending Patterns
• Key points
• Overall annual spending
  • Figure 20: Overall annual expenditures, by blacks and non-blacks, 2003-06
• Apparel
  • Figure 21: Indexed apparel expenditures, by blacks and non-blacks, 2004 and 2006
  • Figure 22: Annual apparel expenditures, by blacks and non-blacks, 2003-06
• Personal care and cleaning supplies
  • Figure 23: Indexed personal care expenditures, by blacks and non-blacks, 2004 and 2006
  • Figure 24: Annual personal care expenditures, by blacks and non-blacks, 2003-06
• Food
  • Figure 25: Indexed food expenditures, by blacks and non-blacks, 2004-06
  • Figure 26: Annual food expenditures, by blacks and non-blacks, 2003-06
• Healthcare
  • Figure 27: Indexed healthcare expenditures, by blacks and non-blacks, 2004-06
  • Figure 28: Annual healthcare expenditures, by blacks and non-blacks, 2003-06
• Shopping Patterns
• Key points
• Shopping frequency and attitudes
  • Figure 29: Shopping frequency, by race, 2006-07
  • Figure 30: Affinity to shopping, by race, 2006-07
• Blacks price sensitive, but loyal
  • Figure 31: Price sensitivity, by race, 2006-07
  • Figure 32: Store preference drivers and price sensitivity of blacks, by income, 2006-07
• Black women more discerning shoppers
  • Figure 33: Shopping frequency and store preference drivers of blacks, by gender, 2006-07
• Black women more price-sensitive
  • Figure 34: Price sensitivity of blacks, by gender, 2006-07
• Blacks and Asians will travel in order to shop
  • Figure 35: Willingness to travel for desired retailers, by race, 2006-07
• Blacks more likely to shop at drug stores
  • Figure 36: Type of store shopped at in the last four weeks, by race, 2006-07
• Blacks visit clothing, footwear and children' s stores more frequently
  • Figure 37: Type of store shopped at in the last three months, by race, 2006-07
• Affluent blacks shop for non-essential goods more frequently
  • Figure 38: Type of store blacks shopped at in the last 3 months, by income, 2006-07
• Affluent blacks more likely to go ethnic, organic and online
  • Figure 39: Non-traditional food shopping channels, income, 2008
  • Figure 40: Non-food shopping channels, by income, 2008
• Blacks less inclined to e-shop, phone shop, mail order
  • Figure 41: Type of shopping order completed in the past 12 months, by race, 2006-07
• Food shopping
  • Figure 42: Food choice drivers of blacks, by income, 2008
• Blacks spend less on groceries
  • Figure 43: Average weekly grocery expenditures, by race, 2006-07
• Young blacks dine out with greater frequency
  • Figure 44: Dining out patterns, by age, 2008
• Advertising Attitudes and Preferences
• Key points
• Blacks more receptive to advertising
  • Figure 45: Advertising attitudes, by race, 2006-07
• Ad recall helps in making purchase decisions
  • Figure 46: Efficacy of advertising, by race, 2006-07
• Blacks less resistant to children' s advertising
  • Figure 47: Children' s advertising attitudes, by race, 2006-07
• Blacks more likely to review magazine ads
  • Figure 48: Magazine advertising attitudes, by race, 2006-07
• Blacks (and other minorities) notice outdoor advertising...
  • Figure 49: Effect of bus, train and taxi ads, by race, 2006-07
• ...and ads in movie theatres
  • Figure 50: Effect of movie theatre ads, by race, 2006-07
• The higher the income, the higher the impact of advertising
  • Figure 51: Advertising and media attitudes of blacks, by income, 2006-07
• Appendix: Other Useful Consumer Tables
• Overall expenditures
  • Figure 56: Overall annual expenditures, blacks and non-blacks, 2003-06
• Food and drink expenditures
  • Figure 57: Trended food at home expenditures, blacks and non-blacks, 2003-06
  • Figure 58: Trended food away from home expenditures, blacks and non-blacks, 2003-06
  • Figure 59: Trended cereals and bakery products expenditures, blacks and non-blacks, 2003-06
  • Figure 60: Trended meats, poultry, fish, and eggs expenditures, blacks and non-blacks, 2003-06
  • Figure 61: Trended dairy products expenditures, blacks and non-blacks, 2003-06
  • Figure 62: Trended fruits and vegetables expenditures, blacks and non-blacks, 2003-06
  • Figure 63: Trended other food at home expenditures, blacks and non-blacks, 2003-06
  • Figure 64: Trended alcoholic beverages expenditures, blacks and non-blacks, 2003-06
• House and transport related expenditures
  • Figure 65: Trended housing expenditures, blacks and non-blacks, 2003-06
  • Figure 66: Trended shelter expenditures, blacks and non-blacks, 2003-06
  • Figure 67: Trended transportation expenditures, blacks and non-blacks, 2003-06
  • Figure 68: Trended utilities, fuels, and public service expenditures, blacks and non-blacks, 2003-06
  • Figure 69: Trended entertainment expenditures, blacks and non-blacks, 2003-06
  • Figure 70: Trended household operation expenditures, blacks and non-blacks, 2003-06
  • Figure 71: Trended housekeeping supplies expenditures, blacks and non-blacks, 2003-06
  • Figure 72: Trended household furnishings and equipment expenditures, blacks and non-blacks, 2003-06
• Other/miscellaneous expenditures
  • Figure 73: Trended reading expenditures, blacks and non-blacks, 2003-06
  • Figure 74: Trended education expenditures, blacks and non-blacks, 2003-06
  • Figure 75: Trended tobacco products and smoking supplies expenditures, blacks and non-blacks, 2003-06
  • Figure 76: Trended miscellaneous expenditures, blacks and non-blacks, 2003-06
  • Figure 77: Trended cash contributions expenditures, blacks and non-blacks, 2003-06
  • Figure 78: Trended personal insurance and pensions expenditures, blacks and non-blacks, 2003-06
• Income
  • Figure 79: Trended money before income taxes, blacks and non-blacks, 2003-06
  • Figure 80: Trended personal taxes, blacks and non-blacks, 2003-06
  • Figure 81: Trended income after taxes, blacks and non-blacks, 2003-06
  • Figure 82: Trended gifts of goods and services expenditures, blacks and non-blacks, 2003-06