African American Market in the U.S.

• Market Definition
• Methodology

• “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

• 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

• 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

• 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

• 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

• 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

• 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

• 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-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

• 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