The African-American Market in the U.S., 8th Edition

• Publication date: February 2010

Chapter 1 Executive Summary Introduction Background Overview of the Report Scope and Methodology Market Definition Methodology Trends and Opportunities Sense of Empowerment Leads to Greater Optimism among Black Consumers African Americans Maintain Key Role in Multicultural America African...

Chapter 1 Executive Summary

Introduction

Background

Overview of the Report

Scope and Methodology

Market Definition

Methodology

Trends and Opportunities

Sense of Empowerment Leads to Greater Optimism among Black Consumers

African Americans Maintain Key Role in Multicultural America

African-American Market Affected by Growing Corporate Focus on Emergence of Multicultural Majority

Social Media Provide New Outlets for Marketing to Black Consumers

Television Continues to Have Strong Payoff for Advertisers

Affluent African Americans Represent Growing Opportunity

Black Shoppers Generate Opportunities for Multiple Retailers

Looking Ahead: Size of the African-American Market in 2010 and Beyond

Black Population Reaches 39 Million

African-American Population Will Approach 42 Million in 2014

Measuring the Size of the African-American Market

African-American Buying Power Will Reach $1.2 Trillion in 2014

Demographic Profile of the African-American Population

Women Play Larger Role in Black Population

Blacks a Major Force in Urban America

South Remains Home to 55% of African Americans

Household Structure Differs

Unemployment Hits Hard in African-American Community

Overview of African-American Shoppers

Black Women More Likely to Be Primary Shopper in Household

African-American Kids Have Major Impact on Their Moms When Shopping

Shopping Trips Cover Multiple Stores

African Americans More Receptive to Advertising

Ads on Public Transit Catch Black Consumers’ Attention

Incentive Offers Fail to Persuade Black Consumers

Shopping Cart Ads More Likely to Engage Black Shoppers

African Americans Less Likely to Shop Online but Catalog Shopping More Popular

Black Consumers More Likely to Watch TV Shopping Channels

African-American Food Shoppers

Black Shoppers Look for Organic Foods

Home Cooking Less of a Centerpiece

Single Moms Less Interested in Cooking

Fast Food Competes with Home-Cooked Meals

Black Consumers Enjoy Grocery Shopping

Married Black Moms Spend More Time in Supermarkets

African-American Moms Pay More Attention to In-Store Advertising in Supermarkets

Black Shoppers Spend More on Laundry and Cleaning Products

Food Expenditures Analyzed

When Black Shoppers Buy Clothes

Fashion Drives African-American Shoppers, Both Men and Women

Blacks Spend More Than Other Consumers for Apparel

Children’s Clothing Especially Important

Black Shoppers More Likely to Buy Dress Clothes

Black Shoppers in Drug Stores

Black Consumers Place Higher Value on Brand-Name Over-the-Counter Drugs

Black Consumers Less Likely to Buy Over-the-Counter Medications for Routine Aches and Pains

Brand-Name Prescription Drugs More Popular

Vitamins Less Important

Many Differences in Use of Personal-Care Products

Oral Care Products Have High Priority

Black Shoppers Visit Drug Stores More Often

Blacks Less Likely to Redeem Cents-Off Coupons for Drug Products

Black Consumers Allocate More to Personal-Care Products

Shopping for Home Electronics and Home Furnishings

Black Consumers Place High Priority on Home Electronics

Multiple Televisions More Common in Black Households

More African Americans Plan to Buy MP3 Players

Four in Five Black Households Own Computer

Home Electronics Stores Popular Destination for Black Computer Buyers

African-American Consumers Major Customers for Music Industry

Black Consumers Depend More on Cellphones

African Americans Spend More on Furniture

Affluent African-American Shoppers

Affluent Black Households Total 1.5 Million

New York Metro Area Has Largest Population of Affluent Blacks

Affluent Blacks Less Financially Secure

Affluent Blacks Interested in Financial Services but Distrust Banks

Credit Cards less Common among Affluent African Americans

Life Insurance Important to Affluent Blacks

Half of Affluent Blacks Have Investments

Affluent Black Consumers Are Early Adopters

Digital Divide Narrows among Affluent Consumers

Cellphones Vital Part of Affluent Black Lifestyle

Books Also Key in Entertainment Choices of Affluent Blacks

Multiple Vehicles a Hallmark of Affluent Black Households

New Cars Favored

One in Four Affluent Blacks Plans to Buy Car in Next 12 Months

Cruise Ship Vacations More Popular

Chapter 2 Trends and Opportunities

Market Trends

Blacks Empowered by Election of First African-American President

Table 2-1: Impact of Additional Black Voters on Obama Victory Margin in Selected States

Sense of Empowerment Leads to Greater Optimism among Black Consumers

Table 2-2: Personal Financial Status, African-American vs. Other Consumers

Table 2-3: Outlook on the U.S. Economy, African-American vs. Other Consumers

Table 2-4: Purchasing Plans, African-American vs. Other Consumers

African Americans Maintain Key Role in Multicultural America

Table 2-5: Key Economic and Demographic Indicators, African Americans vs. Hispanics

African-American Market Affected by Growing Corporate Focus on Emergence of Multicultural Majority

Market Researchers Continue to Mine for Segments in African-American Consumer Base

Social Media Provide New Outlets for Marketing to Black Consumers

Interest in Small-Screen Media Grows

Television Continues to Have Strong Payoff for Advertisers

Competition for Black Viewer Segments Increases

Black Newspapers and Magazines Navigate Rough Economic Waters

Market Opportunities

Affluent African Americans Represent Growing Opportunity

Table 2-6: Selected Opportunities Related to Affluent African-American Consumers

Black Shoppers Generate Opportunities for Multiple Retailers

Table 2-7: Selected Opportunities Related to Shopping Habits of African Americans

Black Shoppers Key Segment for Food Retailers

Table 2-8: Selected Opportunities Related to Food Shopping Habits of African Americans

Entertainment Habits Generate Unique Opportunities

Table 2-9: Selected Opportunities Related to Home Electronics and Home Entertainment Patterns of African Americans

African Americans Major Customers of Apparel Retailers

Table 2-10: Selected Opportunities Related to Apparel Purchases of African Americans

Blacks Represent Significant Possibilities for Drug Store Chains

Table 2-11: Selected Opportunities Related to African-American Drug Store Shoppers

Chapter 3 Looking Ahead: Size of the African-American Market in 2010 and Beyond

Size and Growth of the African-American Consumer Base

Black Population Reaches 39 Million

Table 3-1: U.S. Population by Race and Hispanic Origin, 2008

Table 3-2: Population Growth, African Americans vs. Other Population Groups, 2000-2008

African-American Population Will Approach 42 Million in 2014

Table 3-3: Projected Population Growth, African Americans vs. Other Population Groups, 2010 vs. 2015

Table 3-4: Projected Growth in the African-American Population by Single Year, 2009-2014

African-American Buying Power

Defining the African-American Market

Measuring the Size of the African-American Market

African-American Buying Power Will Reach $1.2 Trillion in 2014

Table 3-5: Projected Growth in African-American Buying Power, 2009-2014

Aggregate Spending by African-American Consumer Units

Consumer Units Defined

Black Consumer Units a Significant Force

African-American Consumers Have Disproportionate Influence in Numerous Areas

Table 3-6: Aggregate Annual Expenditures by African-American Consumer Units for Food at Home, 2008

Table 3-7: Aggregate Annual Expenditures by African-American Consumer Units for Apparel and Footwear, 2008

Table 3-8: Aggregate Annual Expenditures by African-American Consumer Units for Vehicle Purchases and Related Expenses, 2008

Table 3-9: Aggregate Annual Expenditures by African-American Consumer Units for Entertainment, 2008

Table 3-10: Aggregate Annual Expenditures by African-American Consumer Units for Household Furnishings and Equipment, 2008

Table 3-11: Aggregate Annual Expenditures by African-American Consumers for Miscellaneous Products and Services, 2008

Chapter 4 Demographic Profile of the African-American Population

Demographic Highlights

Foreign-Born Blacks Increasingly Important

Table 4-1: Foreign-Born U.S. Population by Race and Hispanic Origin, 2008

Table 4-2: Region of Birth of Foreign-Born Blacks, 2008

Table 4-3: Number of Foreign-Born African Americans, 2000 vs. 2008

African Americans Influential Part of Youth Population

Table 4-4: Population by Selected Age Group, African Americans vs. Other Population Groups, 2008

Table 4-5: African Americans as Percent of Total Population by Selected Age Group, 2008

Women Play Larger Role in Black Population

Table 4-6: Population of Males and Females, African Americans vs. Other Population Groups, 2008

Where African Americans Live

Blacks a Major Force in Urban America

Table 4-7: Percent of Residents in Urban and Rural Areas, African-Americans vs. Others

South Remains Home to 55% of African Americans

Table 4-8: Distribution of African-American Population

Table 4-9: States with Highest Percentage of African Americans, 2008

Table 4-10: Counties with Highest Percentage of African Americans, 2008

Table 4-11: States with Largest African-American Populations, 2008

Florida Registers Largest Growth in Black Population

Table 4-12: States with Largest African-American Population Growth, 2000-2008

New York, Atlanta and Chicago Top List of Metro Areas with Large Black Populations

Table 4-13: Metropolitan Areas with Largest African-American Populations

Marriage and Family

Marriage Less Common

Table 4-14: Marital Status of Men 18 Years Old and Over by Race and Hispanic Origin, 2008

Table 4-15: Marital Status of Women 18 Years Old and Over by Race and Hispanic Origin, 2008

Table 4-16: Median Age at First Marriage, African Americans vs. Other Population Groups, 2008

Household Structure Differs

Table 4-17: Household Types, African-American vs. Other, 2008

Table 4-18: Mean Size of Households and Families by Race and Hispanic Origin, 2008

Grandparents Play Especially Important Role in Black Families

Table 4-19: Grandparents Living with Own Grandchildren by Responsibility for Grandchildren, African Americans vs. Other Population Groups, 2008

Education, Employment and Income

Black Women Educational Strivers

Table 4-20: College Enrollment of the Population Age 18 and Over by Gender, African Americans vs. Others, 2008

Table 4-21: Educational Attainment of People Age 25 and Over by Race and Hispanic Origin and Gender

Unemployment Hits Hard in African-American Community

Table 4-22: Unemployment Rate for the Population Age 20 and Over by Race and Hispanic Origin, November 2009

One in Three Black Women Works as Manager or Professional

Table 4-23: Occupations of Males Age 16 and Over by Gender, 2008

Table 4-24: Occupations of Females Age 16 and Over by Gender, 2008

Income Patterns Analyzed

Table 4-25: Mean Income of People Age 15 and Over, African Americans vs. Other Population Groups, 2008

Table 4-26: Mean Household and Family Income, African Americans vs. Other Population Groups, 2008

Table 4-27: Mean Income of Families by Type, African Americans vs. Other Population Groups, 2008

Table 4-28: Distribution of Income of People Age 15 and Over, African Americans vs. Other Population Groups, 2008

Table 4-29: Distribution of Income of Families, African Americans vs. Other Population Groups, 2008

Table 4-30: Distribution of Income of Households, African Americans vs. Other Population Groups, 2008

Homeownership below Average

Table 4-31: Percent Owner-Occupied Housing Units, African Americans vs. Other Population Groups, 2008

Chapter 5 Overview of African-American Shoppers

Overview

Blacks Spend Less Time Shopping but Enjoy It More

Table 5-1: Number of Hours per Week Spent Purchasing Goods and Services, African-American vs. Other Consumers

Table 5-2: Attitudes toward Shopping, African-American vs. Other Consumers by Gender

Black Women More Likely to Be Primary Shopper in Household

Table 5-3: Gender of Primary Shopper, African-American vs. Other Consumers

Shopping a Social Event for Black Women

Table 5-4: Shopping as a Social Event, African-American vs. Other Consumers by Gender

Single Black Moms Like to Shop with Their Kids

Figure 5-1: Percent of Women with Children Who “Enjoy Shopping with My Children,” African-American vs. Other by Marital Status

African-American Kids Have Major Impact on Their Moms When Shopping

Figure 5-2: Percent of Women with Children Whose Children “Have Significant Impact on Brands I Buy,” African-American vs. Other by Marital Status

Black Consumers Spend Less

Table 5-5: Average Annual Expenditures of Consumer Units, African-American vs. Other

Table 5-6: Purchases Made in Last 12 Months, African-American vs. Other Consumers

Deciding Where to Shop

Shopping Trips Cover Multiple Stores

Figure 5-3: Percent Visiting a Variety of Stores When They Shop, African-American vs. Other Consumers by Gender

African-American Consumers Will Travel to Shop at Favorite Store

Table 5-7: Reasons for Picking Stores, African-American vs. Other Consumers by Gender

New Stores Attract Black Shoppers

Table 5-8: Attitudes toward New Stores, African-American vs. Other Consumers by Gender

Black Shoppers Shop Specialty Stores for Brand Names

Table 5-9: Attitudes toward Specialty Stores, African-American vs. Other Consumers by Gender

African-American Consumer Base Includes Frequent Mall Visitors

Table 5-10: Visits to Malls in Last Four Weeks, African-American vs. Other Consumers

Black Women Frequent Users of Convenient Stores

Table 5-11: Number of Times Shopped Convenience Stores in Last Four Weeks, African-American vs. Other Consumers by Gender

Table 5-12: Convenience Stores Shopped in Last Four Weeks, African-American vs. Other Consumers

Factors Driving Purchase Decisions of Black Shoppers

African Americans More Receptive to Advertising

Table 5-13: Attitudes toward Advertising, African-American vs. Other Consumers by Gender

Product Placement Works Well with African-American Consumers

Table 5-14: Impact of Product Placement, African-American vs. Other Consumers by Gender

Ads on Public Transit Catch Black Consumers’ Attention

Figure 5-4: Percent Taking Public Transportation (Excluding Taxicabs) to Work, African Americans vs. Others

Table 5-15: Effectiveness of Out-of-Home Advertising, African-American vs. Other Adults by Gender

Sales, Specials and Bargains Less Likely to Draw Black Shoppers

Table 5-16: Attitudes toward Sales and Bargains, African-American vs. Other Consumers by Gender

Incentive Offers Fail to Persuade Black Consumers

Table 5-17: Response to Incentive Offers, African-American vs. Other Consumers by Gender

Cents-Off Coupons Not as Interesting to African-American Shoppers

Table 5-18: Use of Cents-Off Coupons, African-American vs. Other Consumers

African-American Shoppers More Aware of Brands

Table 5-19: Brand Awareness, African-American vs. Other Consumers by Gender

Environmental Concerns Have Lower Priority

Table 5-20: Attitudes toward Green Products, African-American vs. Other Consumers by Gender

In-Store Behavior

Shopping Cart Ads More Likely to Engage Black Shoppers

Table 5-21: Impact of In-Store (excluding Food Stores) Advertising and Promotions on Shoppers, African-American vs. Other

Online and Catalog Shopping

African Americans Less Likely to Shop Online

Table 5-22: Attitudes toward Online Shopping, African-American vs. Other Consumers by Gender

Table 5-23: Online Shopping, African-American vs. Other Consumers

Catalog Shopping More Popular

Table 5-24: Catalog Shopping, African-American vs. Other Consumers

Black Consumers More Likely to Watch TV Shopping Channels

Figure 5-5: Percent Watching Television Home Shopping Channel, African Americans vs. Others by Gender

Paying for What They Buy

Black Consumers Less Likely to Have Bank Accounts and Credit Cards

Table 5-25: Banking Profile, African-American vs. Other Consumers by Gender

Paying Bills by Phone More Popular among Black Women

Table 5-26: Paying Bills, African-American vs. Other Consumers by Gender

Retail Industry in Africa

Chapter 1 Executive Summary

Introduction

Background

Overview of the Report

Scope and Methodology

Market Definition

Methodology

Trends and Opportunities

Sense of Empowerment Leads to Greater Optimism among Black Consumers

African Americans Maintain Key Role in Multicultural America

African-American Market Affected by Growing Corporate Focus on Emergence of Multicultural Majority

Social Media Provide New Outlets for Marketing to Black Consumers

Television Continues to Have Strong Payoff for Advertisers

Affluent African Americans Represent Growing Opportunity

Black Shoppers Generate Opportunities for Multiple Retailers

Looking Ahead: Size of the African-American Market in 2010 and Beyond

Black Population Reaches 39 Million

African-American Population Will Approach 42 Million in 2014

Measuring the Size of the African-American Market

African-American Buying Power Will Reach $1.2 Trillion in 2014

Demographic Profile of the African-American Population

Women Play Larger Role in Black Population

Blacks a Major Force in Urban America

South Remains Home to 55% of African Americans

Household Structure Differs

Unemployment Hits Hard in African-American Community

Overview of African-American Shoppers

Black Women More Likely to Be Primary Shopper in Household

African-American Kids Have Major Impact on Their Moms When Shopping

Shopping Trips Cover Multiple Stores

African Americans More Receptive to Advertising

Ads on Public Transit Catch Black Consumers’ Attention

Incentive Offers Fail to Persuade Black Consumers

Shopping Cart Ads More Likely to Engage Black Shoppers

African Americans Less Likely to Shop Online but Catalog Shopping More Popular

Black Consumers More Likely to Watch TV Shopping Channels

African-American Food Shoppers

Black Shoppers Look for Organic Foods

Home Cooking Less of a Centerpiece

Single Moms Less Interested in Cooking

Fast Food Competes with Home-Cooked Meals

Black Consumers Enjoy Grocery Shopping

Married Black Moms Spend More Time in Supermarkets

African-American Moms Pay More Attention to In-Store Advertising in Supermarkets

Black Shoppers Spend More on Laundry and Cleaning Products

Food Expenditures Analyzed

When Black Shoppers Buy Clothes

Fashion Drives African-American Shoppers, Both Men and Women

Blacks Spend More Than Other Consumers for Apparel

Children’s Clothing Especially Important

Black Shoppers More Likely to Buy Dress Clothes

Black Shoppers in Drug Stores

Black Consumers Place Higher Value on Brand-Name Over-the-Counter Drugs

Black Consumers Less Likely to Buy Over-the-Counter Medications for Routine Aches and Pains

Brand-Name Prescription Drugs More Popular

Vitamins Less Important

Many Differences in Use of Personal-Care Products

Oral Care Products Have High Priority

Black Shoppers Visit Drug Stores More Often

Blacks Less Likely to Redeem Cents-Off Coupons for Drug Products

Black Consumers Allocate More to Personal-Care Products

Shopping for Home Electronics and Home Furnishings

Black Consumers Place High Priority on Home Electronics

Multiple Televisions More Common in Black Households

More African Americans Plan to Buy MP3 Players

Four in Five Black Households Own Computer

Home Electronics Stores Popular Destination for Black Computer Buyers

African-American Consumers Major Customers for Music Industry

Black Consumers Depend More on Cellphones

African Americans Spend More on Furniture

Affluent African-American Shoppers

Affluent Black Households Total 1.5 Million

New York Metro Area Has Largest Population of Affluent Blacks

Affluent Blacks Less Financially Secure

Affluent Blacks Interested in Financial Services but Distrust Banks

Credit Cards less Common among Affluent African Americans

Life Insurance Important to Affluent Blacks

Half of Affluent Blacks Have Investments

Affluent Black Consumers Are Early Adopters

Digital Divide Narrows among Affluent Consumers

Cellphones Vital Part of Affluent Black Lifestyle

Books Also Key in Entertainment Choices of Affluent Blacks

Multiple Vehicles a Hallmark of Affluent Black Households

New Cars Favored

One in Four Affluent Blacks Plans to Buy Car in Next 12 Months

Cruise Ship Vacations More Popular

Chapter 2 Trends and Opportunities

Market Trends

Blacks Empowered by Election of First African-American President

Table 2-1: Impact of Additional Black Voters on Obama Victory Margin in Selected States

Sense of Empowerment Leads to Greater Optimism among Black Consumers

Table 2-2: Personal Financial Status, African-American vs. Other Consumers

Table 2-3: Outlook on the U.S. Economy, African-American vs. Other Consumers

Table 2-4: Purchasing Plans, African-American vs. Other Consumers

African Americans Maintain Key Role in Multicultural America

Table 2-5: Key Economic and Demographic Indicators, African Americans vs. Hispanics

African-American Market Affected by Growing Corporate Focus on Emergence of Multicultural Majority

Market Researchers Continue to Mine for Segments in African-American Consumer Base

Social Media Provide New Outlets for Marketing to Black Consumers

Interest in Small-Screen Media Grows

Television Continues to Have Strong Payoff for Advertisers

Competition for Black Viewer Segments Increases

Black Newspapers and Magazines Navigate Rough Economic Waters

Market Opportunities

Affluent African Americans Represent Growing Opportunity

Table 2-6: Selected Opportunities Related to Affluent African-American Consumers

Black Shoppers Generate Opportunities for Multiple Retailers

Table 2-7: Selected Opportunities Related to Shopping Habits of African Americans

Black Shoppers Key Segment for Food Retailers

Table 2-8: Selected Opportunities Related to Food Shopping Habits of African Americans

Entertainment Habits Generate Unique Opportunities

Table 2-9: Selected Opportunities Related to Home Electronics and Home Entertainment Patterns of African Americans

African Americans Major Customers of Apparel Retailers

Table 2-10: Selected Opportunities Related to Apparel Purchases of African Americans

Blacks Represent Significant Possibilities for Drug Store Chains

Table 2-11: Selected Opportunities Related to African-American Drug Store Shoppers

Chapter 3 Looking Ahead: Size of the African-American Market in 2010 and Beyond

Size and Growth of the African-American Consumer Base

Black Population Reaches 39 Million

Table 3-1: U.S. Population by Race and Hispanic Origin, 2008

Table 3-2: Population Growth, African Americans vs. Other Population Groups, 2000-2008

African-American Population Will Approach 42 Million in 2014

Table 3-3: Projected Population Growth, African Americans vs. Other Population Groups, 2010 vs. 2015

Table 3-4: Projected Growth in the African-American Population by Single Year, 2009-2014

African-American Buying Power

Defining the African-American Market

Measuring the Size of the African-American Market

African-American Buying Power Will Reach $1.2 Trillion in 2014

Table 3-5: Projected Growth in African-American Buying Power, 2009-2014

Aggregate Spending by African-American Consumer Units

Consumer Units Defined

Black Consumer Units a Significant Force

African-American Consumers Have Disproportionate Influence in Numerous Areas

Table 3-6: Aggregate Annual Expenditures by African-American Consumer Units for Food at Home, 2008

Table 3-7: Aggregate Annual Expenditures by African-American Consumer Units for Apparel and Footwear, 2008

Table 3-8: Aggregate Annual Expenditures by African-American Consumer Units for Vehicle Purchases and Related Expenses, 2008

Table 3-9: Aggregate Annual Expenditures by African-American Consumer Units for Entertainment, 2008

Table 3-10: Aggregate Annual Expenditures by African-American Consumer Units for Household Furnishings and Equipment, 2008

Table 3-11: Aggregate Annual Expenditures by African-American Consumers for Miscellaneous Products and Services, 2008

Chapter 4 Demographic Profile of the African-American Population

Demographic Highlights

Foreign-Born Blacks Increasingly Important

Table 4-1: Foreign-Born U.S. Population by Race and Hispanic Origin, 2008

Table 4-2: Region of Birth of Foreign-Born Blacks, 2008

Table 4-3: Number of Foreign-Born African Americans, 2000 vs. 2008

African Americans Influential Part of Youth Population

Table 4-4: Population by Selected Age Group, African Americans vs. Other Population Groups, 2008

Table 4-5: African Americans as Percent of Total Population by Selected Age Group, 2008

Women Play Larger Role in Black Population

Table 4-6: Population of Males and Females, African Americans vs. Other Population Groups, 2008

Where African Americans Live

Blacks a Major Force in Urban America

Table 4-7: Percent of Residents in Urban and Rural Areas, African-Americans vs. Others

South Remains Home to 55% of African Americans

Table 4-8: Distribution of African-American Population

Table 4-9: States with Highest Percentage of African Americans, 2008

Table 4-10: Counties with Highest Percentage of African Americans, 2008

Table 4-11: States with Largest African-American Populations, 2008

Florida Registers Largest Growth in Black Population

Table 4-12: States with Largest African-American Population Growth, 2000-2008

New York, Atlanta and Chicago Top List of Metro Areas with Large Black Populations

Table 4-13: Metropolitan Areas with Largest African-American Populations

Marriage and Family

Marriage Less Common

Table 4-14: Marital Status of Men 18 Years Old and Over by Race and Hispanic Origin, 2008

Table 4-15: Marital Status of Women 18 Years Old and Over by Race and Hispanic Origin, 2008

Table 4-16: Median Age at First Marriage, African Americans vs. Other Population Groups, 2008

Household Structure Differs

Table 4-17: Household Types, African-American vs. Other, 2008

Table 4-18: Mean Size of Households and Families by Race and Hispanic Origin, 2008

Grandparents Play Especially Important Role in Black Families

Table 4-19: Grandparents Living with Own Grandchildren by Responsibility for Grandchildren, African Americans vs. Other Population Groups, 2008

Education, Employment and Income

Black Women Educational Strivers

Table 4-20: College Enrollment of the Population Age 18 and Over by Gender, African Americans vs. Others, 2008

Table 4-21: Educational Attainment of People Age 25 and Over by Race and Hispanic Origin and Gender

Unemployment Hits Hard in African-American Community

Table 4-22: Unemployment Rate for the Population Age 20 and Over by Race and Hispanic Origin, November 2009

One in Three Black Women Works as Manager or Professional

Table 4-23: Occupations of Males Age 16 and Over by Gender, 2008

Table 4-24: Occupations of Females Age 16 and Over by Gender, 2008

Income Patterns Analyzed

Table 4-25: Mean Income of People Age 15 and Over, African Americans vs. Other Population Groups, 2008

Table 4-26: Mean Household and Family Income, African Americans vs. Other Population Groups, 2008

Table 4-27: Mean Income of Families by Type, African Americans vs. Other Population Groups, 2008

Table 4-28: Distribution of Income of People Age 15 and Over, African Americans vs. Other Population Groups, 2008

Table 4-29: Distribution of Income of Families, African Americans vs. Other Population Groups, 2008

Table 4-30: Distribution of Income of Households, African Americans vs. Other Population Groups, 2008

Homeownership below Average

Table 4-31: Percent Owner-Occupied Housing Units, African Americans vs. Other Population Groups, 2008

Chapter 5 Overview of African-American Shoppers

Overview

Blacks Spend Less Time Shopping but Enjoy It More

Table 5-1: Number of Hours per Week Spent Purchasing Goods and Services, African-American vs. Other Consumers

Table 5-2: Attitudes toward Shopping, African-American vs. Other Consumers by Gender

Black Women More Likely to Be Primary Shopper in Household

Table 5-3: Gender of Primary Shopper, African-American vs. Other Consumers

Shopping a Social Event for Black Women

Table 5-4: Shopping as a Social Event, African-American vs. Other Consumers by Gender

Single Black Moms Like to Shop with Their Kids

Figure 5-1: Percent of Women with Children Who “Enjoy Shopping with My Children,” African-American vs. Other by Marital Status

African-American Kids Have Major Impact on Their Moms When Shopping

Figure 5-2: Percent of Women with Children Whose Children “Have Significant Impact on Brands I Buy,” African-American vs. Other by Marital Status

Black Consumers Spend Less

Table 5-5: Average Annual Expenditures of Consumer Units, African-American vs. Other

Table 5-6: Purchases Made in Last 12 Months, African-American vs. Other Consumers

Deciding Where to Shop

Shopping Trips Cover Multiple Stores

Figure 5-3: Percent Visiting a Variety of Stores When They Shop, African-American vs. Other Consumers by Gender

African-American Consumers Will Travel to Shop at Favorite Store

Table 5-7: Reasons for Picking Stores, African-American vs. Other Consumers by Gender

New Stores Attract Black Shoppers

Table 5-8: Attitudes toward New Stores, African-American vs. Other Consumers by Gender

Black Shoppers Shop Specialty Stores for Brand Names

Table 5-9: Attitudes toward Specialty Stores, African-American vs. Other Consumers by Gender

African-American Consumer Base Includes Frequent Mall Visitors

Table 5-10: Visits to Malls in Last Four Weeks, African-American vs. Other Consumers

Black Women Frequent Users of Convenient Stores

Table 5-11: Number of Times Shopped Convenience Stores in Last Four Weeks, African-American vs. Other Consumers by Gender

Table 5-12: Convenience Stores Shopped in Last Four Weeks, African-American vs. Other Consumers

Factors Driving Purchase Decisions of Black Shoppers

African Americans More Receptive to Advertising

Table 5-13: Attitudes toward Advertising, African-American vs. Other Consumers by Gender

Product Placement Works Well with African-American Consumers

Table 5-14: Impact of Product Placement, African-American vs. Other Consumers by Gender

Ads on Public Transit Catch Black Consumers’ Attention

Figure 5-4: Percent Taking Public Transportation (Excluding Taxicabs) to Work, African Americans vs. Others

Table 5-15: Effectiveness of Out-of-Home Advertising, African-American vs. Other Adults by Gender

Sales, Specials and Bargains Less Likely to Draw Black Shoppers

Table 5-16: Attitudes toward Sales and Bargains, African-American vs. Other Consumers by Gender

Incentive Offers Fail to Persuade Black Consumers

Table 5-17: Response to Incentive Offers, African-American vs. Other Consumers by Gender

Cents-Off Coupons Not as Interesting to African-American Shoppers

Table 5-18: Use of Cents-Off Coupons, African-American vs. Other Consumers

African-American Shoppers More Aware of Brands

Table 5-19: Brand Awareness, African-American vs. Other Consumers by Gender

Environmental Concerns Have Lower Priority

Table 5-20: Attitudes toward Green Products, African-American vs. Other Consumers by Gender

In-Store Behavior

Shopping Cart Ads More Likely to Engage Black Shoppers

Table 5-21: Impact of In-Store (excluding Food Stores) Advertising and Promotions on Shoppers, African-American vs. Other

Online and Catalog Shopping

African Americans Less Likely to Shop Online

Table 5-22: Attitudes toward Online Shopping, African-American vs. Other Consumers by Gender

Table 5-23: Online Shopping, African-American vs. Other Consumers

Catalog Shopping More Popular

Table 5-24: Catalog Shopping, African-American vs. Other Consumers

Black Consumers More Likely to Watch TV Shopping Channels

Figure 5-5: Percent Watching Television Home Shopping Channel, African Americans vs. Others by Gender

Paying for What They Buy

Black Consumers Less Likely to Have Bank Accounts and Credit Cards

Table 5-25: Banking Profile, African-American vs. Other Consumers by Gender

Paying Bills by Phone More Popular among Black Women

Table 5-26: Paying Bills, African-American vs. Other Consumers by Gender

Chapter 6 African-American Food Shoppers

Eating at Home vs. Going Out

Black Shoppers Look for Organic Foods

Table 6-1: Attitudes toward Food, African-American vs. Other Consumers by Gender

Home Cooking Less of a Centerpiece

Table 6-2: Home Cooking vs. Fast Food and Prepared Foods, African- American vs. Other Consumers by Gender

Single Moms Less Interested in Cooking

Table 6-3: Attitudes Toward Food and Cooking of Women with Children by Marital Status, African-American vs. Other Consumers

Fast Food Competes with Home-Cooked Meals

Table 6-4 Going Out to Family and Fast Food Restaurants, African-American vs. Other Consumers by Gender

Table 6-5: Going Out to Family and Fast Food Restaurants by Women with Children by Marital Status, African-American vs. Other Consumers

Table 6-6: Family Restaurants Visited Most, African-American vs. Other Consumers

Table 6-7: Fast Food Restaurants Visited Most, African-American vs. Other Consumers

Shopping for Food

Black Consumers Enjoy Grocery Shopping

Figure 6-1: Percent Agreeing “Shopping for Groceries is a Bore,” African-American vs Other Consumers.

Married Black Moms Spend the Most at Supermarkets

Table 6-8: Profile of Food Shoppers, African-American vs. Other Consumers by Gender

Table 6-9: Profile of Female Food Shoppers with Children by Marital Status, African-American vs. Other Consumers

African-American Moms Pay More Attention to In-Store Advertising in Supermarkets

Table 6-10: Impact of In-Store Advertising and Promotions on Food Shoppers, African-American vs. Other Consumers by Gender

Table 6-11: Impact of In-Store Advertising and Promotions on Female Food Shoppers with Children by Marital Status, African-American vs. Other Consumers

Favorite Supermarkets Differ

Table 6-12: Supermarkets Shopped in Last Four Weeks, African-American vs. Other Consumers

Spending Patterns in Supermarkets

Black Shoppers Spend More on Laundry and Cleaning Products

Table 6-13: Average Annual Expenditures for Housekeeping Supplies, African-American vs. Other Consumer Units 2008

Food Expenditures Analyzed

Table 6-14: Average Annual Expenditures for Food and Beverages, African-American vs. Other Consumer Units 2008

Chapter 7 When Black Shoppers Buy Clothes

Shopping for Clothes

Fashion Drives African-American Shoppers, Both Men and Women

Figure 7-1: Percent of Consumers Who “Keep up with the Latest Fashions,” African-American vs. Other

Table 7-1: Attitudes toward Fashion, African-American vs. Other Consumers by Gender

More African Americans Enjoy Clothes Shopping

Figure 7-2: Percent of Consumers Who “Really Enjoy Clothes Shopping,” African-American vs. Other

Table 7-2: Attitudes toward Shopping for and Buying Clothes, African-American vs. Other Consumers by Gender

Buying Clothes

Blacks Spend More Than Other Consumers for Apparel

Table 7-3: Average Annual Expenditures for Apparel and Footwear, African-American vs. Other Consumer Units 2008

Children’s Clothing Especially Important

Figure 7-3: Percent of Women with Children Spending $400 or More on Children’s Clothing in Past 12 Months by Marital Status, African-American vs. Other Consumers

Black Shoppers More Likely to Buy Dress Clothes

Table 7-4: Men’s Apparel and Accessories Purchased by Men in Last 12 Months, African-American vs. Other

Table 7-5: Women’s Apparel and Accessories Purchased by Women in Last 12 Months, African-American vs. Other

Watches Important Fashion Accessory for Black Consumers

Figure 7-4: Percent of Consumers Who Bought a Watch for Themselves or Others in the Past 12 Months, African-American vs. Other

Favorite Department and Discount Stores

Discount Stores Attract African-American Clothes Shoppers

Figure 7-5: Percent Agreeing “Clothes at Discount Store Just as Good as Department Store,” African-American vs. Other Consumers by Gender

Family Dollar Store Near Top of List for Black Shoppers

Table 7-6: Department/Discount Stores Shopped in Last Three Months by Consumers, African-American vs. Other

Table 7-7: Department/Discount Stores Shopped in Last Three Months by Women Not Married with Children, African-American vs. Other

Table 7-8: Department/Discount Stores Shopped in Last Three Months by Women Married with Children, African-American vs. Other

Chapter 8 Black Shoppers in Drug Stores

Factors Shaping Purchase Decisions in Drug Stores

Black Consumers Place Higher Value on Brand-Name Over-the-Counter Drugs

Table 8-1: Attitudes toward Over-the-Counter Drugs, African-American vs. Other Consumers by Gender

Black Consumers Less Likely to Buy Over-the-Counter Medications for Routine Aches and Pains

Table 8-2: Use of Headache/Pain Relievers and Heartburn/Indigestion Aids, African-American vs. Other Consumers by Gender

Brand-Name Prescription Drugs More Popular

Table 8-3: Attitudes toward Brand Name Drugs, African-American vs. Other Consumers by Gender

Vitamins Less Important

Table 8-4: Attitudes toward Vitamins, African-American vs. Other Consumers by Gender

Figure 8-1: Percent of Consumers Using Vitamins, African-American vs. Other

Use of Personal-Care Products

Many Differences in Use of Personal-Care Products

Table 8-5: Use of Personal-Care Products, African-American vs. Other Women

Table 8-6: Use of Personal-Care Products, African-American vs. Other Men

Oral Care Products Have High Priority

Table 8-7: Use of Oral Care Products, African-American vs. Other Consumers by Gender

Drug Store Shopping Patterns

Black Shoppers Visit Drug Stores More Often

Table 8-8: Percent Shopping at Drug Stores in Last Four Weeks by Name of Store and Frequency of Shopping, African-American vs. Other Consumers

Blacks Less Likely to Redeem Cents-Off Coupons for Drug Products

Table 8-9: Use of Cents-Off Coupons in Drug Stores, African-American vs. Other Consumers

Black Consumers Allocate More to Personal-Care Products

Table 8-10: Average Annual Expenditures for Selected Categories of Drug-Store Purchases, African-American vs. Other Consumer Units 2008

Chapter 9 Shopping for Home Electronics and Home Furnishings

Home Electronics and Home Entertainment

Black Consumers Place High Priority on Home Electronics

Table 9-1: Attitudes toward Consumer Electronics, African American vs. Other Consumers by Gender

Figure 9-1: Percent of Annual Consumer Expenditures Allocated to Audio and Visual Equipment, African-American vs. Other Consumer Units

Multiple Televisions More Common in Black Households

Table 9-2: Subscription to Cable Television, African-American vs. Other Consumers

Table 9-3: Ownership of Home Entertainment Equipment, African-American vs. Other Consumers

More African Americans Plan to Buy MP3 Players

Table 9-4: Ownership of Consumer Electronics, African-American vs. Other Consumers

Four in Five Black Households Own Computer

Table 9-5: Ownership of Computers African-American vs. Other Consumers

Home Electronics Stores Popular Destination for Black Computer Buyers

Table 9-6: Purchases of Computers and Software, African-American vs. Other Consumers

Table 9-7: Percent Shopping at Home Electronics and Office Supply/Computer Stores in Last Three Months, African-American vs. Other Consumers

African-American Consumers Major Customers for Music Industry

Table 9-8: Music Purchases, African-American vs. Other Consumers

Black Consumers Depend More on Cellphones

Table 9-9: Importance of Cellphones, African-American vs. Other Consumers

Table 9-10: Ownership of Cellphones, African American vs. Other Consumers by Gender

Shopping for Home Furnishings and Home Improvements

African Americans Spend More on Furniture

Table 9-11: Aggregate Annual Expenditures by African-American Consumer Units for Household Furnishings and Equipment, 2008

Most Popular Home Furnishing Retailers Listed

Table 9-12: Shopping at Home Furnishings Stores, African-American vs. Other Consumers

Fewer African Americans Shop at Home Improvement Stores

Table 9-13: Shopping at Home Improvement Stores, African-American vs. Other Consumers

Chapter 10 Affluent African-American Shoppers

Overview

Affluent Black Households Total 1.5 Million

Table 10-1: African-American Households with Incomes of $100,000 or More by Income Level, 2008

Table 10-2: Aggregate Income of African-American Households, Affluent vs. Other Households, 2008

New York Metro Area Has Largest Population of Affluent Blacks

Table 10-3: Metropolitan Areas Ranked by Number of African-American Households with Income of $100,000 or More

Profile of Affluent Black Shoppers

Affluent Blacks Shop More Often

Table 10-4: Shopping Behavior of Affluent Consumers, African-American vs. Other

Affluent Blacks Highly Brand-Conscious

Table 10-5: Attitudes toward Brands of Affluent Consumers, African-American vs. Other

Affluent Black Shoppers Analyzed

Table 10-6: Profile of Affluent Shoppers, African-American vs. Other

Coupons and Incentives Less Enticing to Affluent Black Shoppers

Table 10-7: Use of Cents-Off Coupons by Affluent Consumers, African-American vs. Other

Table 10-8: Impact of Incentive Offers from Product Manufacturers on Affluent Consumers, African-American vs. Other

Affluent Black Food Shoppers Alert to In-Store Announcements

Table 10-9: Impact of In-Store Advertising and Promotions on Affluent Food Shoppers, African-American vs. Other

Personal Finances

Affluent Blacks Less Financially Secure

Table 10-10: Attitudes toward Money of Affluent Consumers, African-American vs. Other

Affluent Blacks Interested in Financial Services but Distrust Banks

Table 10-11: Attitudes toward Financial Services, African-American vs. Other Affluent Consumers

Figure 10-1: Percent of Affluent Consumers Who Are “Uncomfortable Entrusting Money to a Bank,” Affluent vs. Other

Table 10-12: Ownership of Bank Accounts by Affluent Consumers, African-American vs. Other

Credit Cards less Common among Affluent African Americans

Table 10-13: Use of Credit and Debit Cards, African-American vs. Other Affluent Consumers

Life Insurance Important to Affluent Blacks

Figure 10-2: Percent Believing It Important to Be Well Insured with Life Insurance, African-American vs. Other Affluent Consumers

Table 10-14: Ownership or Health and Life Insurance by Affluent Consumers, African-American vs. Other

Table 10-15: Ownership of Automotive and Homeowner’s Insurance by Affluent Consumers, African-American vs. Other

Education Loans More Common among Affluent Blacks

Table 10-16: Loans Held by Affluent Consumers, African-American vs. Other

Half of Affluent Blacks Have Investments

Table 10-17: Investments Owned by Affluent Consumers, African-American vs. Other

Online Bill Paying Popular

Table 10-18: Method of Paying Bills by Affluent Consumers, African-American vs. Other

Shopping for Clothes

Affluent African Americans Like Shopping for Clothes

Table 10-19: Attitudes toward Fashion of Affluent Consumers, African-American vs. Other

Affluent Blacks Spend More for Children’s Clothing

Table 10-20: Purchase of Children’s Clothing in Last 12 Months by Affluent Consumers, African-American vs. Other

Affluent Black Women Buy More Dress Clothes

Table 10-21: Purchase of Women’s Apparel and Accessories by Affluent Women, African-American vs. Other

Department/Discount Store Preferences Differ

Table 10-22: Department/Discount Stores Shopped in Last Three Months by Affluent Consumers, African-American vs. Other

Consumer Electronics and Home Entertainment

Affluent Black Consumers Are Early Adopters

Table 10-23: Attitudes toward Consumer Electronics by Affluent Consumers, African-American vs. Other

Digital Divide Narrows among Affluent Consumers

Table 10-24: Use of Computers and the Internet by Affluent Consumers, African-American vs. Other

Television Important in Affluent Black Households

Table 10-25: Ownership of Consumer Electronics by Affluent Consumers, African-American vs. Other

Cellphones Vital Part of Affluent Black Lifestyle

Table 10-26: Ownership of Cell Phones by Affluent Consumers, African-American vs. Other

Books Also Key in Entertainment Choices of Affluent Blacks

Table 10-27: Purchase of Books by Affluent Consumers, African-American vs. Other

Automotive

Multiple Vehicles a Hallmark of Affluent Black Households

Table 10-28: Ownership of Vehicles by Affluent Consumers, African-American vs. Other

New Cars Favored

Table 10-29: Profile of Most Recently Acquired Cars by Affluent Consumers, African-American vs. Other

Affluent Blacks More Drawn to Luxury Cars

Table 10-30: Automotive Purchases Made in Last 12 Months, African-American vs. Other

Table 10-31: Amount Spent on Most Recent Vehicle Purchase/Lease by Affluent Consumers, African-American vs.