The U.S. African American Market

Packaged Facts
January 1, 2002
302 Pages - SKU: LA261606
Countries covered: United States

The U.S. African American Market

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This new Packaged Facts report provides an up-to-date assessment of the African American consumer market, which includes more than 36.4 million Americans who identified as African Americans in Census 2000. The report uses Census 2000 data and a wide variety of other current research to analyze key demographic variables, such as income levels, family structure, employment patterns, educational achievement, and social values. Factors affecting the growth of the African American market, such as increasing income and educational attainment levels, are assessed. The report provides estimates of the current and projected buying power of African Americans and offers an analysis of the size of the market for key consumer products and services among African Americans. The report then analyzes the offline and online shopping behavior and buying patterns of African American consumers and provides a review of African American media, including television, radio, print, and online media. Marketing, promotional, and advertising strategies of major companies operating in the African American market are reviewed, and case studies of African American marketing strategies are presented. Appendices include resources that can be used by companies interested in the African American market and examples of advertisements targeting the market.

Census 2000 found that during the previous decade the number of African Americans grew six times as fast as the non-Hispanic white population. Even more significant, Census data show that the mean income of African American households grew 25.8% between 1990 and 2000, more than four times as fast as that of non-Hispanic white households. As a result, 3.7 million African American households have annual incomes of $50,000 or more. Moreover, there are 1.4 million upper-income African American households with an annual income of $75,000 or more. Growing numbers of these increasingly affluent African American families are living in the suburbs.

Tap into the growing buying power of affluent African American suburban families. Discover the potential in underserved market segments such as African American Baby Boomers. Get the latest research available about the online behavior of African Americans. Find out how media usage among African Americans differs from other market segments.




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Additional Information

Scope And Methodology

"African American" Defined

The U.S. Census Bureau uses "Black" and "African American" to refer to people having origins in any of the Black race groups of Africa. The terms are used interchangeably by the Census Bureau and by this Packaged Facts report.

African American Market Defined More Narrowly

The African American population counted by Census 2000 consists of individuals who identified as "Black alone" and people who reported one or more races in combination with Black (the "Black in combination" population). This Packaged Facts report defines the African American population as including the entire universe of individuals who identify entirely or partially as Black. For purposes of the market projections in this report, Packaged Facts defines the African American market as consisting of the purchasing power of people who identified in the Census 2000 as "Black alone."

Methodology

This report is based upon information collected from advertising agencies, marketing firms, and media specializing in the African American market, a comprehensive review of print media and Web sites geared toward African Americans, and a thorough analysis of relevant trade and professional journals. Primary sources include Spring 2001 data from Simmons Market Research Bureau and data from a survey of various ethnic groups published in August 2001 by the Kaiser Family Foundation, Santa Monica, California.

Census data used in this Packaged Facts report include the latest data available from Census 2000 and data from the March 2000 and March 2001 Current Population Survey. Other U.S. Government sources include the Consumer Expenditure Survey of the Bureau of Labor Statistics and data from the National Telecommunications and Information Administration.

Press Release

Total buying power of African Americans expected to reach $682 billion by 2006

New York, November 21/PRNewswire - The buying power of African Americans in the United States is expected to increase nearly 30% to $682 billion in the next 5 years, according to The U.S. African American Market, a new research report published by Packaged Facts and available through MarketResearch.com. The publication outlines several factors that will propel this explosive growth, and also provides details about demographic features and consumer behavior of the African American market.

According to the new report, the female and affluent segments of the African American demographic are of particular import to marketers and retailers looking to establish or maintain a foothold within this demographic. In the African American population there are 14.1% more women than men, and nearly half of the households within this demographic are headed by women, giving females a far more prominent role in consumer decisions than women in other ethnic population segments. The U.S African American Market also provides extensive insight into the buying patterns of the 3.7 million affluent African Americans who are projected to have a combined buying power of $292.4 billion by 2006, and the marketing strategies employed to attract them.

“Marketers have identified significant successes in targeting both the female and affluent segments of the African American population,” said Meg Hargreaves, VP of Research Publishing for MarketResearch.com. “Luxury car makers and food and beverage manufacturers alike have focused their efforts on these market segments given the overwhelming influence they have in the market as a whole.”


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