FOCUS: African American 2010

In this highly competitive multichannel and increasingly digital environment, understanding the African American market in all its complexity and potential will be essential for successful programming, marketing, acquisition and retention of these valuable customers.

Additional Information

FOCUS: African America V - Background and Methodology

FOCUS: African America Vtm: A two-part study measuring the market for cable programming, telecom, Internet, and new media among urban African Americans.

Part 1: Penetration of video, data, and voice services in the home, TVviewing, and usage of digital/interactive features and media in the home.

The data for Part 1 come from State of Cable & Digital Media - Multicultural 2010tm: 450 telephone interviews conducted in January/February 2010 among African American heads of TV household in urban markets (where the majority of African Americans in the U.S. live).

Part 2: Broadband and multiplatform technologies. Focuses on the web profiles of African American Internet users and on TV/video content watched on alternative platforms.

The data for Part 2 come from Multiplatform Content and Services - Multicultural 2010tm: 200+/- online surveys among African American Internet users in the U.S. ages 15+; to be conducted in the summer of 2010.

Summary of Findings- Telecommunication Services in African

American Homes

African American households over-index compared to the average urban household when it comes to spending on home entertainment and communications services. Their spending has consistently increased over the years.

African American heads of household say they spend $169 a month, on average, on telecommunications services, compared to the $154 average monthly spending ofurban consumers overall.

For cable service alone, African American cable subscribers say they spend an average of $72.19 a month, compared to the $62.79 average monthly spending of urban cable subscribers.

In a tough economy, retention of these valuable customers is key.

Two in ten (19%) urban African American heads of household tell us they are planning to make changes to their video, voice, and data services due tothe current economy -10% plan to downgrade and 3% to switch providers.