The U.S. African-American Market, 6th Edition

• New York Has Largest African American Population
• Table 2-9: States with Largest African American Populations, 2004 Southern States Have Highest Percentage of African Americans
• Table 2-10: States with Highest Percentage of African Americans, 2004 African Americans More Dispersed than Hispanics
• Table 2-11: Distribution of Population by State, African Americans vs. Hispanics Fast-Growing African American Populations Found throughout the United States
• Table 2-12: States with Fastest-Growing African American Populations, 2000-2004

Chapter 3 The Role of African Americans in the American Economy

• Economic Profile
  • African American Income Rising Faster than Average
  • Table 3-1: Aggregate Personal and Household Income, African Americans vs. Other Population Groups, 1984 vs. 2004
  • Middle-Income African Americans More Common
  • Table 3-2: Distribution of Mean Income of People 15 Years and Over, African Americans vs. All People, 2004
  • Table 3-3: Distribution of Mean Income of Males 15 Years and Over, African American vs. All Males, 2004
  • Table 3-4: Distribution of Mean Income of Females 15 Years and Over, African American vs. All Females, 2004
  • Incomes of African Americans Continue to Outpace Hispanics’
  • Table 3-5: Mean Income of People 15 Years and Over, African Americans vs. Other Population Groups, 2004
  • Table 3-6: Income per Household Member, African Americans vs. Other Population Groups, 1992 vs. 2004
  • Table 3-7: Mean Household and Family Income, African Americans vs. Other Population Groups, 2004
  • Table 3-8: Mean Income of Families by Type, African Americans vs. Other Population Groups, 2004 Nearly 2 Million African American Households Have Incomes of $75,000 or More
  • Table 3-9: Distribution of Total Money Income of Households, African Americans vs. Other Population Groups, 2004
  • Table 3-10: Distribution of Income of Families, African Americans vs. Other Population Groups, 2004
  • Table 3-11: Distribution of Income of Married-Couple Families, African American vs. All Married-Couple Families, 2004 Aggregate Income of Most Affluent Black Families Reaches $116 Billion
  • Table 3-12: Mean Income and Aggregate of Most Affluent African American Families, 2004 Number of Black Homeowners Grew by One-Third in Last Decade
  • Table 3-13: Household Tenure by Household Type, African Americans vs. All Households, 2005
  • Table 3-14: Number of Owner-Occupied Households, African American vs. All Households, 1995 vs. 2005
  
  
• Educational Attainment and Employment Patterns
  • African American College Enrollment Tops 2 Million
  • Table 3-15: College Enrollment of the Population 18 Years and Over by
  • Age Group, African Americans vs. All People, 2004
  • Black Women More Likely to Attend College
  • Table 3-16: College Enrollment of African Americans 18 Years and Over by Age Group and Gender, 2004
  • Table 3-17: Females as Percent of Total College Enrollment by Age Group, African American vs. All Women, 2004
  • Nearly 3.3 Million African Americans Have Bachelors Degree or More
  • Table 3-18: Educational Attainment of the Population with Earnings 18
  • Years and Over, African Americans vs. All People, 2005
  • Table 3-19: Educational Attainment of the Population with Earnings 18
  • Years and Over, African Americans vs. Hispanics, 2005
  • Black Women’s Educational Attainment Outpaces Black Men’s
  • Table 3-20: Educational Attainment of African Americans with Earnings 18 Years and Over by Gender, 2005
  • Blacks More Likely to Be in Labor Force
  • Table 3-21: Labor Force Status of People 20 Years Old and Over,
  • Hispanics vs. Non-Hispanics, 2004
  • Table 3-22: Employment Status of the Population 16 Years of Age and Over, by Race and Hispanic Origin, 2004 Occupational Patterns Analyzed
  • Table 3-23: Occupations of Men, African American vs. All Men, 2005
  • Table 3-24: Occupations of Women, African American vs. All Women, 2005
  • Table 3-25: Leading Occupations of African American Men and Women, 2005

Section 2 Understanding the African American Consumer
Chapter 4 Overview of African American Consumers

• Profile of African American Consumer Units
  • Consumer Units Defined
  • African American Consumer Units Spend Higher Percentage of Before-Tax Income
  • Table 4-1: Expenditures of African American Consumer Units as Percent of Before-Tax Income African American Consumer Units Profiled
  • Table 4-2: Characteristics of Consumer Units, African American Consumer Units vs. All Consumer Units
  
  
• Summary of African American Consumer Expenditure Patterns
  • Differences in Consumer Expenditure Patterns Analyzed
  • Table 4-3: Consumer Expenditures Categories for Which African Americans Spend a Higher Percentage of Their Total Budget than All Consumer Units
  • Table 4-4: Consumer Expenditures Categories for Which African Americans Spend a Lower Percentage of Their Total Budget than All Consumer Units
  
  
• Overview of Shopping Behavior and Buying Patterns
  • African Americans Enjoy Shopping More
  • Table 4-5: Attitudes toward Shopping, African Americans vs. All U.S. Adults by Gender
  • Black Shoppers Are Browsers
  • Table 4-6: In-Store Shopping Behavior of African Americans by Gender Low Prices Attract African American Shoppers
  • Table 4-7: Shopping for Bargains, African Americans vs. All U.S. Adults by Gender Brand Awareness Higher, Brand Loyalty Lower
  • Table 4-8: Brand Awareness of African Americans by Gender

Chapter 5 Highlights of Consumer Behavior Use of Computers and the Internet

• African Americans Closing the Digital Divide
• Table 5-1: Ownership of Home Computers, African American vs. All Households
• Black Women Likely to Use Computer at Work
• Table 5-2: Use of Computer at Work, African Americans vs. All U.S. Adults by Gender
• African Americans as Likely to Use Internet as All U.S. Adults
• Table 5-3: Overview of Internet Usage, African Americans vs. All U.S. Adults
• African Americans Less Likely to Go Online Often
• Table 5-4: Frequency of Internet Use, African Americans. vs. All U.S. Adults
• Internet Changes Way African Americans Plan Shopping Trips but Online Buying Remains Less Robust
  • Table 5-5: Impact of the Internet on Shopping Behavior, African Americans vs. All U.S Adults by Gender.
  • Table 5-6: Online Activities Last 30 Days, African American Men vs. All U.S. Men
  • Table 5-7: Online Activities Last 30 Days, African American Women vs. All U.S. Women
  
  
• Telecommunications
  • African Americans Spend More on Telecommunications
  • Figure 5-1: Annual Expenditures on Telephone Services, African Americans vs. All Consumer Units
  • Cell Phones Just as Common
  • Figure 5-2: Ownership and Use of Cell Phones, African Americans vs. All U.S. Adults by Gender
  • Blacks More Likely to Use Broad Array of Telecommunications Services
  • Table 5-8: Use of Cellular/Wireless Services, African Americans vs. All U.S. Adults by Gender
  • Table 5-9: Use of Telephone Services, African Americans vs. All U.S. Adults by Gender
  • Prepaid Calling Cards Less Often Used
  • Table 5-10: Use of Telephone Credit Cards, African Americans vs. All U.S. Adults by Gender
  
  
• Health and Pharmaceuticals
  • Health Expenditures Lower than Average
  • Table 5-11: Annual Expenditures for Health Care by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
  • African American Consumers Try to Take Care of Their Health
  • Table 5-12: Attitudes toward Maintaining Personal Health, African Americans vs. All U.S. Adults by Gender
  • Relationship with Physicians Complex
  • Table 5-13: Attitudes toward Physicians, African Americans vs. All U.S.
  • Adults by Gender
  • African Americans More Likely to Use Hardcopy Sources of Health Information
  • Table 5-14: Sources of Health Information, African Americans vs. All U.S. Adults by Gender
  • Black Consumers Turn to Medicines Faster
  • Table 5-15: Use of Medications, African Americans vs. All U.S. Adults by Gender
  • African Americans Trust OTC Remedies more than Prescription Drugs
  • Table 5-16: Prescription vs. Over-the-Counter Remedies, African Americans vs. All U.S. Adults by Gender
  • Black Consumers Equate Drugs’ Cost with Effectiveness
  • Table 5-17: Attitudes toward Cost of Prescription Drugs, African Americans vs. All U.S. Adults by Gender
  • African Americans More Receptive to Drug Company Advertising
  • Table 5-18: Attitudes toward Drug Advertising, African Americans vs. All
  • U.S. Adults by Gender
  • Black Consumers See Less Value in Vitamins
  • Table 5-19: Attitudes toward Vitamins, African Americans vs. All U.S. Adults by Gender
  • African American Men More Interested in Alternative Medicine
  • Table 5-20: Attitudes toward Non-traditional Medicine, African Americans vs. All U.S. Adults by Gender
  
  
• Automobiles
  • Vehicle Purchase Expenditures Analyzed
  • Table 5-21: Annual Expenditures for Vehicle Purchases and Related
  • Expenses by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units Looks More Important than Safety
  • Table 5-22: Reasons for Buying a Vehicle, African Americans vs. All U.S. Adults by Gender
  • Auto Technology and Horsepower Less Important to African American Men
  • Table 5-23: Interest in Automotive Technology, African Americans vs. All
  • U.S. Adults by Gender
  • African American Drivers Want New Cars
  • Table 5-24: Attitudes toward New Cars, African Americans vs. All U.S. Adults by Gender
  • Foreign Cars Impress African Americans More
  • Table 5-25: Foreign vs. Domestic Cars, African Americans vs. All U.S. Adults by Gender
  
  
• Food at Home
  • Food at Home Gets High Priority
  • Table 5-26: Annual Expenditures for Food at Home by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
  • Table 5-27: Expenditures on Meats, Poultry, Fish, and Eggs, African
  • American vs. All Consumer Units
  • Black Consumers Interested in Trying New Drinks
  • Table 5-28: Attitudes toward Trying New Foods, African Americans vs. All U.S. Adults by Gender
  • Black Women Focus Less on Cooking Table 5-29: Attitudes toward Cooking, African American Women vs. All U.S. Women
  • Eating Habits Vary
  • Table 5-30: Eating Habits, African Americans vs. All U.S. Adults by Gender African Americans More Relaxed about Fattening Foods
  • Table 5-31: Attitudes toward Dieting, African Americans vs. All U.S. Adults by Gender

Chapter 6 African Americans: A Regional Perspective Demographic Overview

• South Most Significant Market Region
• Table 6-1: African American Population by Region, 2004
• Table 6-2: African Americans as Percent of Total Population of Region, 2004
• Blacks in Northeast and West Relatively More Affluent
• Table 6-3: Mean and Aggregate Income of African Americans 15 Years Old and Over by Region, 2004
• Table 6-4: African American Aggregate Income vs. Population by Region, 2004
• Table 6-5: Mean and Aggregate Income of African American Families by Region, 2004
• Table 6-6: African American Aggregate Family Income vs. Number of Families by Region, 2004 Social Values
  • Regional Profile of African Americans Differs
  • Table 6-7: Social and Religious Values of All U.S. Adults by Region
  • Table 6-8: Social and Religious Values of African Americans by Region
  • African Americans in Northeast Most Driven to Succeed in Careers
  • Table 6-9: Attitudes toward Work and Money, African Americans by Region
  • Blacks in Northeast Feel More Financially Secure
  • Table 6-10: Attitudes toward Personal Finance, African Americans by Region
  • Attitudes toward Family Vary by Region
  • Table 6-11: Attitudes toward Family, African Americans by Region African Americans in Northeast More Tolerant of Children
  • Table 6-12: Attitudes toward Children, African Americans by Region
  
  
• Regional Differences and Similarities in Consumer Behavior
  • Southern Blacks Least Likely to Go Shopping Frequently
  • Table 6-13: Shopping Attitudes and Behavior, African Americans by Region
  • Blacks in Central Region Less Motivated by Price When They Shop
  • Table 6-14: Price Sensitivity of African Americans by Region Brand Awareness Higher in Northeast
  • Table 6-15: Brand Awareness of African Americans by Region Southern Blacks less Fashion Forward
  • Table 6-16: Fashion Attitudes of African Americans by Region African Americans in Northeast Focus on Looking Young and Staying Slim
  • Table 6-17: Self-Image of African Americans by Region
  • Table 6-18: Attitudes toward Dieting, African Americans by Region
  • Regional Differences in African American Market More Profound than in General Market
  • Table 6-19: Key Consumer Attitudes in South and Northeast, African Americans vs. All Adults

Chapter 7 The African American Family as a Consumer Unit Family Structure

• African American Households Show Distinct Profile
• Table 7-1: Marital Status of People 15 Years Old and Over, African Americans vs. All People, 2004
• Table 7-2: Household Type, African American vs. All Households, 2005 African American Households Average Size
• Table 7-3: Size of Households, African Americans vs. All Households, 2005
• Black Families Larger than Average
• Table 7-4: Size of Family Households, African Americans vs. All Households, 2005
• Table 7-5: Presence of Siblings in Families, African American Children vs.
• All Children, 2004
• Single Moms Head Majority of Black Families with Children
• Table 7-6: Families with Children under 18 Years Old by Type of Family, African American vs. All Families, 2005
• Table 7-7: Marital Status of Parents and Living Arrangements of Children, African American Children vs. Other Children
• Table 7-8: African American Children Living with Grandparents, 2004
• Family Finances
  • More than One-Third of African American Kids Have Single Mom Who
  • Works
  • Table 7-9: Labor Force Status of Parents, African American Children vs. Other Children, 2004
  • Stay-at-Home Moms in Married-Couple Families Less Common
  • Table 7-10: Stay-at-Home Moms in Married-Couple Families with Children under 15, African American Children vs. All Children, 2004
  • Table 7-11: Number of Earners in Family Households, African American vs. All Family Households, 2005
  • Nearly 1.6 Million Black Children Live in Families with Incomes of $75,000 or More
  • Table 7-12: Mean Income of Married-Couple Families with Children, African Americans vs. Other Population Groups
  • Table 7-13: Income of Families with Children, African American Children vs. Other Children
  • Black Parents Feel Less Financially Secure
  • Table 7-14: Indicators of Financial Confidence, Married-Couple Parents vs. Single Mothers
  • African American Families Find It Hard to Save
  • Table 7-15: Attitudes toward Saving and Spending, Married-Couple Parents vs. Single Mothers
  • Table 7-16: Attitudes toward Money of 6- to 11-Year-Olds, African Americans vs. All Kids
  • Table 7-17: Attitudes toward Money of 12- to 17-Year-Olds, African Americans vs. All Teens
  • Black Parents Underserved by Financial Services Industry
  • Table 7-18: Use of Financial Services, Married-Couple Parents vs. Single Mothers
  • One-Third of African American Married-Couple Parents Have Investments
  • Table 7-19: Use of Financial Services, Married-Couple Parents vs. Single Mothers
  • Life Insurance Gets Above-Average Priority
  • Table 7-20: Life Insurance and Health Insurance Coverage, Married-Couple Parents vs. Single Mothers
  • African American Parents More Likely to Give Kids an Allowance
  • Table 7-21: Income Sources of 6- to 11-Year-Olds, African Americans vs. All Kids
  • Table 7-22: Amount of Weekly Allowances/Chores Earnings of 6- to
  • 11-Year-Olds, African Americans vs. All Kids
  • Table 7-23: Income Sources of 12- to 17-Year-Olds, African Americans vs.
  • All Teens
  • Family Values
    • Black Parents More Ambitious
    • Table 7-24: Attitudes toward Work and Family, Married-Couple Parents vs. Single Mothers
    • Black Parents Have More Traditional Childrearing Attitudes
    • Table 7-25: Attitudes toward Children, Married-Couple Parents vs. Single Mothers
    • Table 7-26: 12- to 17-Year-Olds’ Views of Their Parents and Family,
    • African American vs. All Teens
    
    
  • Highlights of Consumer Behavior of African American Families
    • Shopping Not a Family Affair for African Americans
    • Table 7-27: Attitudes of African American Parents toward Shopping,
    • Married-Couple Parents vs. Single Mothers
    • Table 7-28: Attitudes toward Shopping with Family and Friends, Married-Couple Parents vs. Single Mothers
    • Single Moms More Likely to Indulge Kids
    • Table 7-29: Attitudes toward Indulging Their Kids, Married-Couple Parents vs. Single Mothers
    • Single Moms Influenced by Kids’ Ideas about Brands
    • Figure 7-1: Percent of Parents Saying Their Kids Have Significant Influence on Brands
    • African American Households Above-Average Spenders on Apparel
    • Table 7-30: Annual Expenditures for Apparel and Services by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
    • Table 7-31: Annual Expenditures for Children’s Apparel and Footwear,
    • African Americans vs. All Consumer Units
    • African American Parents More Fashion-Conscious
    • Table 7-32: Attitudes toward Fashion and Style, Married-Couple Parents vs. Single Mothers
    • Table 7-33: Attitudes toward Shopping and Buying Clothes, Married-Couple Parents vs. Single Mothers.
    • African American Parents Role Models for Teens in Fashion Area
    • Figure 7-2: Percent of 12- to 17-Year-Olds Who “Like to Keep Up with Latest Fashions”
    • African American Parents More Likely to Let Their Kids Pick Their Own Jeans and Sneakers Brands
    • Table 7-34: 6- to 11-Year-Olds’ Perception of Their Consumer Autonomy, African Americans vs. All Kids
    • Black Families More Concerned about Counting Calories
    • Table 7-35: Attitudes toward Fattening Foods, Married-Couple Parents vs. Single Mothers
    • Table 7-36: Attitudes toward Dieting, Married-Couple Parents vs. Single Mothers
    • Table 7-37: Attitudes of 12- to 17-Year-Olds toward Weight Control, African American vs. All Teens
    • Prepared Foods More Common in Black Families
    • Table 7-38: Attitudes toward Healthy Eating, Married-Couple Parents vs. Single Mothers
    • Table 7-39: Attitudes toward Prepared Foods, Married-Couple Parents vs. Single Mothers
    • Fast Food More Popular with Married-Couple African American Families
    • Table 7-40: Attitudes toward Fast Food, Married-Couple Parents vs. Single Mothers

Chapter 8 Use of Leisure Time

• Overview
  • African Americans Have More Leisure Time
  • Figure 8-1: Average Hours Spent per Day on Leisure and Sports Activities, African Americans vs. All U.S. Adults
  • Table 8-1: Average Hours Spent per day in Primary Activities, African Americans vs. All U.S. Adults
  • Leisure-Time Activities Differ
  • Table 8-2: Average Hours Spent per day in Leisure and Sports Activities, African Americans vs. All U.S. Adults
  • Entertainment Expenditures Geared toward Home Entertainment
  • Table 8-3: Annual Expenditures for Entertainment by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
  • Table 8-4: Annual Expenditures for Household Furnishings and Equipment by Amount and Percent of Total Expenditures, African Americans vs.
  • All Consumer Units
  
  
• Home Entertainment
  • African Americans’ Home Electronics Budget Much Higher than Average
  • Figure 8-2: Percent of Entertainment Budget Spent on TV, Radios, and
  • Sound Equipment, African American vs. All Consumer Units
  • African Americans Place High Value on Consumer Electronics
  • Table 8-5: Attitudes toward Consumer Electronics Products, African
  • Americans vs. All U.S Adults by Gender.
  • Price Less of a Concern for African American Buyers of Consumer Electronics
  • Table 8-6: Attitudes toward Price When Buying New Consumer Electronics Products, African Americans vs. All U.S. Adults by Gender African American Households Contain More Video Products
  • Table 8-7: Ownership of Video Products, African Americans vs. All U.S. Adults by Gender
  • Black Households More Likely to Buy Rather than Rent DVDs
  • Table 8-8: Movie Genres Rented/Bought on DVD, African Americans vs. All U.S. Adults Audio Products Less Visible in Black Households
  • Table 8-9: Ownership of Audio Products, African Americans vs. All U.S. Adults by Gender
  • Music Choices Show Cultural Divide
  • Table 8-10: Most Popular Music Types, African Americans vs. All U.S. Adults
  • Table 8-11: Most Popular Music Types, African American Men vs. All U.S. Men
  • Table 8-12: Most Popular Music Types, African American Women vs. All U.S. Women
  
  
• Going to the Movies
  • African Americans are Moviegoers
  • Figure 8-3: Percent Saying They Are Regular Moviegoers, African
  • Americans vs. All U.S. Adults
  • Table 8-13: Movie Attendance, African Americans vs. All U.S. Adults by Gender
  • Blacks See Movies Right After They Open
  • Table 8-14: When People Usually See a Movie, African Americans vs. All U.S. Adults by Gender
  • Action/Adventure Films and Comedies Get Nod
  • Table 8-15: Movie Genre Seen in Theaters, African Americans vs. All U.S. Adults by Gender
  • African Americans Prime Targets for In-Theater Ads
  • Figure 8-4: Percent Noticing Commercials/Ads in Movie Theaters, African Americans vs. All U.S. Adults
  
  
• Travel
• Wide Gender Gap in Vacation Planning
• Table 8-16: Attitudes toward Travel, African Americans vs. All U.S. Adults by Gender
• African Americans Travel Less Often
• Table 8-17: Domestic Round Trips Taken in Last 12 Months, African Americans vs. All U.S. Adults
• Table 8-18: Profile of Domestic Trips Taken in Last 12 Months, African Americans vs. All U.S. Adults
• Cruises Become More Popular
• Figure 8-5: Percent Taking Cruise Ship Vacation in Last Three Years,
• African Americans vs. All U.S. Adults
• Theme Parks More Popular among African Americans
• Figure 8-6: Percent Visiting Theme Park in Last 12 Months, African Americans vs. All U.S Adults.

Chapter 9 Media Usage

• Print Media
  • Black Newspaper Readers Younger than Average
  • Table 9-1: Attitudes toward Newspapers, African Americans vs. All U.S.
  • Adults by Gender
  • Table 9-2: Newspaper Readership, African Americans vs. All U.S. Adults by Gender
  • Table 9-3: Demographics Related to Newspaper Readership, African Americans vs. All U.S. Adults
  • African Americans More Likely to Turn to Magazines
  • Table 9-4: Attitudes toward Magazines, African Americans vs. All U.S. Adults by Gender
  • Magazine Preferences Differ
  • Table 9-5: Most Popular Publication Types, African American Men vs. All U.S. Men
  • Table 9-6: Most Popular Publication Types, African American Women vs. All U.S. Women
  • Significant Overlap in Most Popular Magazine Titles but Clear Differences Remain
  • Table 9-7: Most Popular Magazines, African American Men vs. All U.S.
  • Men
  • Table 9-8: Similarities and Differences in Magazines Popular with African American Men and All U.S. Men
  • Table 9-9: Most Popular Magazines, African American Women vs. All U.S. Women
  • Table 9-10: Similarities and Differences in Magazines Popular with African American Women and All U.S. Women
  • Black Magazines Outpace General-Market Publications
  
  
• Television
  • Television Gets More Attention in Black Households
  • Table 9-11: African American Attitudes toward Television by Gender
  • African Americans More Interested in Video on Demand
  • Table 9-12: Pay-Per-View and Video on Demand, African American vs. All
  • U.S. Households
  • Primetime Viewing Habits Analyzed
  • Table 9-13: Primetime Network TV Viewing Habits, African American Men vs. All U.S. Men
  • Table 9-14: Primetime Network TV Viewing Habits, African American
  • Women vs. All U.S. Women
  • Table 9-15: Broadcast Networks Viewed in Primetime by 18- to 49-Year-Olds, African Americans vs. All U.S. Adults by Gender
  • BET Tops List of Cable Services Popular with African American Men
  • Table 9-16: Most Popular Cable TV Services, African American Men vs. All U.S. Men
  • Table 9-17: Similarities and Differences in Cable TV Services Popular with African American Men and All U.S. Men
  • Lifetime Most Popular Cable TV Service among Black Women
  • Table 9-18: Most Popular Cable TV Services, African American Women vs.
  • All U.S. Women
  • Table 9-19: Similarities and Differences in Cable TV Services Popular with African American Women and All U.S. Women
  • Viewers’ Tastes in Weekly TV Shows Diverge
  • Table 9-20: Most Popular Once-a-Week TV Programs, African American
  • Men vs. All U.S. Men
  • Table 9-21: Similarities and Differences in Once-a-Week TV Shows Popular with African American Men and All U.S. Men
  • Table 9-22: Most Popular Once-a-Week TV Programs, African American Women vs. All U.S. Women
  • Table 9-23: Similarities and Differences in Once-a-Week TV Shows Popular with African American Women and All U.S. Women
  • Greater Disparity in Cable TV Program Choices of Women
  • Table 9-24: Most Popular Cable TV Programs, African American Women vs. All U.S Women.
  • Table 9-25: Similarities and Differences in Cable TV Shows Popular with African American Women and All U.S. Women
  • New Family-Oriented Cable Outlets Take on BET
  
  
• Radio
  • Black Women Most Likely to Tune in Radio
  • Table 9-26: Radio Listening by Daypart, African Americans vs. All U.S.
  • Adults by Gender
  • Radio Format Preferences Distinct
  • Table 9-27: Most Popular Radio Formats, African American Men vs. All U.S. Men
  • Table 9-28: Most Popular Radio Formats, African American Women vs. All
  • U.S. Women
  • Talk Radio Seen as Next Frontier for African American Radio
  
  
• Impact of the Internet on Media Usage
  • Internet Begins to Weaken Appeal of Traditional Media among African Americans
  • Table 9-29: Impact of the Internet on African American Media Usage by
  • Gender
  • Online Media Activities Listed
  • Table 9-30: Online Media Activities Last 30 Days, African American Men vs.
  • All U.S. Men
  • Table 9-31: Online Media Activities Last 30 Days, African American Women vs. All U.S Women.
  • Table 9-32: Websites Visited Last 30 Days, African Americans vs. All U.S. Adults
  • Table 9-33: Websites Visited Last 30 Days, African American Men vs. All U.S. Men
  • Table 9-34: Websites Visited Last 30 Days, African American Women vs.
  • All U.S. Women

Section 4 Key Trends in the African American Market
Chapter 10 Marketing and Advertising Trends Overview of Marketing Strategies

• Some Observers Perceive Lack of Attention to African American Market
• African American Marketing Seen as Losing Ground to Hispanic `Campaigns
• Targeted Marketing Still Seen as Vital
• Study Finds Race Matters in African American Marketing Strategies
• Hip-Hop Culture Continues to Drive Many Campaigns
• Outdoor Advertising Gets Nod from African Americans
• Table 10-1: Attitudes of African Americans toward Outdoor Advertising, by Gender
• Traditional African American Marketing Strategies Still Used Marketing Case Studies
  • Harley-Davidson Looks to African Americans
  • Verizon Speaks to African American Entrepreneurs
  • American Airlines Reaches Out to African American Consumers
  • McDonald’s Goes High-Tech with “Fruit Buzz” to Attract African American Women
  • Toyota Goes Online to Reach Black Consumers

Chapter 11 African American Buying Power Aggregate Expenditures of African American Consumer Units

• African American Consumers Key to Profits in Many Industries and Product Areas
• Table 11-1: Consumer Expenditure Categories with Higher than Expected Share of Aggregate Expenditures by African American Households
• Food Industry Depends Heavily on African American Consumers
• Table 11-2: Aggregate Annual Expenditures by African American Consumer Units for Food and Beverages
• African Americans Spend Nearly $11 Billion on Household Furnishings and Equipment
• Table 11-3: Aggregate Annual Expenditures by African American Consumer Units for Household Furnishings and Equipment
• Apparel Expenditures Approach $22 Billion
• Table 11-4: Aggregate Annual Expenditures by African American Consumer Units for Apparel
• African American Consumer Units Spend $74 Billion for Vehicles and Related Expenses
• Table 11-5: Aggregate Annual Expenditures by African American Consumer Units for Vehicle Purchases and Related Expenses
• Consumer Electronics and Personal-Care Products Other Key Areas
• Table 11-6: Aggregate Annual Expenditures by African American Consumer Units for Entertainment
• Table 11-7: Aggregate Annual Expenditures by African American Consumers for Personal- Care Products and Services, Reading Materials, and Education
• African American Buying Power
  • Buying Power Used as Measure of African American Market
  • African American Buying Power at $762 Billion
  • Table 11-8: African American Buying Power by Key Consumer Segment, 2005
  • African American Buying Power Will Reach $981 Billion in 2010
  • Table 11-9: Projected Growth in African American Buying Power, 2005-2010

Chapter 12 Trends and Opportunities Strategic Trends

• African and West Indian Immigrants Change Profile of Key Metro Markets
• African Americans Keep Moving to the South and Flocking to the Suburbs
• Table 12-1: Domestic Migration by African Americans across Regions of the United States, 1997-2004
• Figure 12-1: Net Migration by African Americans, Central Cities vs. Suburbs, 2001-2003
• Emerging Opportunities
  • African American Market Still Outpaces Hispanic Market in Key Areas
  • Table 12-2: Comparison of Key Demographic Characteristics of African Americans and Hispanics African American Market Offers Growing Opportunities for Travel Industry
  • Figure 12-2: Attitudes toward Foreign Travel, African Americans vs. All U.S. Adults African Americans Prime Customers for New Technology
  • Figure 12-3: Percent of Households Planning to Buy New Computer in Next
  • 18 Months, African Americans vs. All Households
  • Marketers See Increasing Potential in Faith-Based Segment of African American Market
  • Figure 12-4: Percent Believing It Is Important to Attend Religious Services, African Americans vs. All U.S. Adults
  • Affluent African Americans Continue to Offer Increasing Promise
  • Table 12-3: Growth in Number of People with Income of $50,000 or More, African Americans vs. All, 1994 vs.2004

Appendix I Geographic Definitions
Appendix II: Addresses of Selected U.S. African American Market Resources