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

Market Insights: A Selection From The Report

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

African-American households are less likely than other households to use cents-off coupons of all kinds. As is the case with other households, color leaflets inserted in newspapers are most likely to be used. African-American consumers are about as likely as other households to have ever used an on-shelf coupon machine in a store. They are most likely to redeem cents-off coupons in supermarkets and for food and grocery items. [Table 5-18]

Shopping Cart Ads More Likely to Engage Black Shoppers

When black consumers are in stores, they are more likely than other shoppers to notice advertising on shopping carts (18% vs. 13%) and video monitor displays (21% vs. 18%). They also are slightly more likely to notice radio and public address announcements (29% vs. 27%). They are much less likely to pay attention to signs on merchandise racks and shelves (42% vs. 50%), free-standing displays with products (38% vs. 48%) and promotions or displays at the end of aisles (35% vs. 45%). [Table 5-21]

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

Black women as a whole are less likely than other women to pay attention to various types of advertising and promotions used in supermarkets. However, both single and married African-American women with children are much more likely than their counterparts in other population segments to refer to a range of in-store advertising and promotional activities when they are shopping in a supermarket. For example, compared to other married women with children, married black moms are more likely to refer to advertising on the floor (59% vs. 53%), advertising on shopping carts (20% vs. 15%), in-store announcements (49% vs. 41%), radio/public address announcements (45% vs. 29%) and video monitor displays (32% vs. 17%). [Tables 6-10 and 6-11]

Buying Power of African American Consumers Approaching $1 Trillion in 2010

New York, January 20, 2010 — With a population of 40 million and buying power approaching $1 trillion in 2010, African Americans are a key segment in an economy that increasingly depends upon the needs and preferences of multicultural consumers, according to The African American Market in the U.S., 8th Edition by leading market research publisher Packaged Facts.

“With such financial clout, marketing efforts to reach out to African Americans are likely to increase,” says Don Montuori, publisher of Packaged Facts. “Major consumer products marketers have begun to align their strategies with the multicultural majority emerging in the U.S. and some have even indicated that multicultural consumers have become their core focus as they strategize and set their sights on the next ten years.”

The African American population is smaller than the U.S. Hispanic market, but the disposable personal income of both African American and Latino consumers is projected to trend comparably over the next five years, with each experiencing cumulative growth of at least 28% from 2009-2014. Packaged Facts estimates that the buying power of black consumers in the U.S. will increase to $1.2 trillion by the end of the forecast period.

The African American consumer population has been hit especially hard by the recent recession, with unemployment rates for blacks exceeding that of any other major population group. Nevertheless, several sources cited in the report indicate that the sense of empowerment created by the election of Barack Obama has spurred blacks to adopt a more optimistic vision of the future than that held by other Americans. This includes greater optimism regarding their own personal finances and a general proclivity to agree that they are less likely to hold off making big-ticket purchases such as automobiles in the near future.

The African American Market in the U.S., 8th Edition focuses on how African American consumers are responding to the challenges of today’s economy as they shop in department stores, supermarkets, drug stores and other retail outlets as well as online and from catalogs. The report analyzes the forces shaping the purchase decisions of African American shoppers and sheds light on key areas such as how black consumers decide where to shop and what influences them while they are shopping. In addition, the report pays particular attention to the attitudes and behavior of affluent African American shoppers. Primary data on African American consumer behavior are drawn from the Summer 2009 Experian Simmons National Consumer Study (NCS).

About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.

With a population of 40 million and buying power approaching $1 trillion in 2010, African Americans are a key segment in an American economy that increasingly depends upon the needs and preferences of multicultural consumers. Packaged Facts' new market study, The African-American Market in the U.S., 8th Edition, analyzes the forces shaping the purchase decisions of African-American shoppers and sheds light on key areas such as how black consumers decide where to shop and what influences them while they are shopping. Assessment of the trends shaping the African-American market with an emphasis on opportunities available to marketers. Financial forecast of buying power held by African Americans through 2014 and detailed demographic profiles of the African-American population. In-depth examination of attitudes and behavior of African-American shoppers as it applies to food, clothes, drug-store items and home electronics and furnishings. Unique perspective on the shopping behavior of affluent African Americans consumers. 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. Other One in Four Affluent Blacks Plans to Buy Car in Next 12 Months Table 10-32: Next Vehicle Purchase by Affluent Consumers, African-American vs. Other The Affluent Black Traveler Cruise Ship Vacations More Popular Figure 10-3: Percent of Affluent Travelers Taking Cruise Ship Vacation in Last Three Years, African-American vs. Other Figure 10-4: Percent of Affluent Travelers Planning to Take Cruise Ship Vacation in Next 12 Months African-American vs. Other Affluent Black Travelers Analyzed Table 10-33: Profile of Affluent Travelers, African-American vs. Other Appendix: Addresses of Selected African-American Market Resources More United States E-Commerce & Online Retailing Reports 2012 U.S. Audio, video, and communications equipment commodities or services used by the Electronic Shopping & Mail Order Houses Industry-Input & Output Report by Barnes Reports The 2012 U.S. Audio, video, and communications equipment commodities or services used by the Electronic Shopping & Mail Order Houses Industry-Input & Output Report, published ... Retail Sector by First Research, Inc. Brief Excerpt from Industry Overview Chapter: The US retail industry includes about 1 million outlets with combined annual revenue of about $4 trillion. Major companies include ... Internet Retailing in the US by Euromonitor International In 2011, demand from increasingly connected consumers has evolved even faster than technology companies and retailers can keep up with. Mobile technology empowers consumers with ... Direct Selling in the US by Euromonitor International Many direct selling organisations saw an increase in the number of individuals who signed up to be direct selling agents in 2011, though results continued ... Internet & Mail-Order Retail by First Research, Inc. Brief Excerpt from Industry Overview Chapter: The Internet and mail-order retail industry in the US includes about 20,000 companies with combined annual revenue of about $270 ... See all reports like this >> More United States Reports e-Discovery Software Publishing in the US - Industry Market Research Report by IBISWorld e-Discovery Software Publishing in the US Finding growth : Electronic discovery (more often known as e-discovery) refers to a data search, location and securing process for use ... D&B Country RiskLine Report: The United States of America by Dun & Bradstreet Inc. This D&B Country RiskLine Report will help you analyze the risks, opportunities and likely payment delays when doing business in this country. It includes ... D&B Country Report: The United States of America by Dun & Bradstreet Inc. D&B Country Report. Comprehensive information for evaluating risks and opportunities when trading or investing in this country. Providing critical information and analysis on ... Country Report United States January 2011 by Economist Intelligence Unit Country Reports analyse political and economic trends in featured countries. They show you exactly how national, regional and global events will affect your business in ... Coal - US - a snapshot (2010) by Mintel - Snapshots Coal in US by Mintel Global Market Navigator provides you with annual year-end market size data, most recently updated in 2010. This market covers consumption ... See all reports like this >>   Share this report Email a colleague Other tasks Printer format Order by fax Currency converter     Research Assistance Ask a question   Related Markets Food    Grocers Lifestyle & Economics    African American Market Product Consumption    Consumer Goods    General Product Consumption    Electronics    Financial    Food & Beverage Retailing    Department Stores    Drug Stores    E-Commerce & Online Retailing E-Commerce & Online Retailing Reports India Online 2010 Online Non-Travel Shoppers/Buyers Datasets The New Recession Consumer in the U.S. Consumer Lifestyles - Sweden China Internet Usage: An End-User Study, 2008 The American Value Shopper in a Down Economy: Demographic, Marketing, Retailing and Consumer Insights to Sustain Brand Loyalty in a Down Economy     Free Alert Me service Receive bi-weekly email alerts on new market research Sign Up Today! 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