Over the past two decades the buying power of African American households has more than doubled and has grown 50% faster than that of the U.S. population as a whole. Other key social and economic indicators—such as homeownership and college enrollment—are also improving at above-average rates for African Americans. Another factor in the rising affluence of African Americans is a noticeable increase in the number of high-income, married-couple African American families. As a result of these long-term trends, more and more African American households are achieving middle- and upper-income status.
The information in The U.S. African-American Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in African-American market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2003.
About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written 17 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.
What You’ll Get in this Report
Find out how the growing number of affluent African American families is providing attractive opportunities for marketers in a wide range of industries. Learn why African American women are an increasingly attractive segment of the U.S. consumer market. Understand the impact of African American youth on general-market consumer tastes and preferences.
Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.
Scroll down to see a more detailed outline of the contents of this report.
How You Will Benefit from this Report
If your company is already competing in the African-American market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the African-American market, as well as market growth and trends through 2008. Contributing to that understanding will be a complete analysis of data from published and trade sources, a detailed discussion of the African-American market based on Simmons data, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of African Americans.
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