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Published by: Mintel International Group Ltd.
Published: May. 7, 2009 - 110 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Black generations
- Additional terms used in this report:
- EXECUTIVE SUMMARY
- Media consumption
- Leisure activities
- Online entertainment and gaming
- Understanding the consumer
- Demographics
- The importance of Black culture
- Entertainment trends
- Online entertainment
- THE BLACK CONSUMER
- BLACK? OR AFRICAN AMERICAN?
- Comparing Black to White
- DEMOGRAPHICS
- U.S. population is becoming more diverse
- Figure 1: Population, by race and Hispanic origin, 2003-13
- Figure 2: Population, by race/Hispanic origin, 1970-2020
- U.S. Black population
- Black population by age
- Figure 3: U.S. Black population, by age, 2004-14
- Figure 4: U.S. population, by generation, by gender, 2008
- U.S. Black geographic concentration
- Figure 5: Black geographic concentration, by region, 2007
- Black population by state
- Figure 6: Top ten states, by total Black population, 2007
- Figure 7: Top ten states, by Black population as a percentage of total population, 2007
- Black buying power by state
- Figure 8: Top ten states, by Black buying power, 2007
- Black metros
- Figure 9: Top ten metropolitan areas with the largest number of Black residents, 2005-07
- Black income and purchasing power
- Black income is increasing
- Figure 10: Household income distribution for all households and Black households, 2007
- Figure 11: Purchasing power, by race/Hispanic origin, 2007
- Income of Black households versus total U.S. households
- Figure 12: Increase in percentage of Black households with incomes of $50,000 or more vs. total U.S.
- households, 2003 and 2007
- Average household size
- Figure 13: Average household size, by race/Hispanic origin of householder, 2001 and 2006
- Black family structure
- It takes a village
- Family values
- Figure 14: Grandparents living with grandchildren, by race/Hispanic origin, 2003
- Father-child activities
- Hip-Hop women
- Figure 15: Deferred marriage and childbearing among black women, 2007
- Figure 16: Households with children, by race and Hispanic origin of householder, 2007
- COUNTRY OF ORIGIN/HERITAGE
- African immigrants
- Figure 17: U.S. immigrants, Baccalaureate and advanced degrees, by continent/region of origin, 2000
- Caribbean immigrants
- Top five countries of origin
- Geographic location
- Neighborhood characteristics
- THE IMPORTANCE OF BLACK CULTURE TO AFRICAN AMERICANS
- “Cultural Relevance”
- Oral tradition, storytelling paramount
- Black culture today
- Figure 18: Attitudes towards culture and traditions, by race/Hispanic origin, 2007-08
- Figure 19: Attitudes towards preserving cultural heritage, by race/Hispanic origin, 2007-08
- The Black experience today
- 'Why can't they just show us normal?'
- Embracing African-American culture
- Figure 20: Music preference of Blacks, by gender, February 2009
- Figure 21: Racial preferences of Blacks when socializing, by gender, February 2009
- BLACK ENTERTAINMENT AND MARKETING
- Pre- and post-Civil War
- Figure 22: Zatarain’s entrées
- Figure 23: Joe Boxer television commercial
- Turn of the century
- The Harlem Renaissance
- The World War II era
- The 1950s era
- Figure 24: P. Diddy (Sean Combs) televison commercial for Ciroc Ultra Premium Vodka—“Rat Pack”, 2008
- Civil Rights era—the 1960s
- The 1970s
- Searching for our roots
- The 1980s—the Reagan years
- The 1990s
- Black entertainment in the 21st Century
- Figure 25: Ethnicity of frequent movie-goers, by race/Hispanic origin, 2003-07
- Inclusion
- It’s relevant to us because it is about us
- Black entertainment—the future
- Black faces are important
- What comes after hip-hop?
- ENTERTAINMENT ACTIVITIES AMONG BLACK CONSUMERS
- In-home entertainment preferences
- Figure 26: In-home leisure/entertainment activities, by race/Hispanic origin and age, August/September 2008
- Entertaining guests in the home
- Figure 27: Frequency of entertaining guests in the home, by race/Hispanic origin and age, July 2007-September
- 2008
- Figure 28: Entertaining guests in the home, by race/Hispanic origin and age, July 2007-September 2008
- Entertainment outside the home
- Kairos time
- Figure 29: Black consumer attendance at entertainment and cultural events, December 2008
- Figure 30: Comparison of attendance at entertainment and cultural events, by household income, December
- 2008
- Figure 31: Black leisure/hobby preferences, July 2007-September 2008
- Figure 32: Hobbies and activities, by race/Hispanic origin, July 2007-September 2008
- Hobbies and activities by age
- Figure 33: Hobbies and activities prefered by Blacks, by age, July 2007-September 2008
- SPORTS AND EXERCISE PARTICIPATION
- Figure 34: Sports/activity preferences by Blacks, July 2007-September 2008
- Figure 35: State Farm advertising—“Fifty Million Pound Challenge”, 2008
- Sports interest
- Figure 36: Sports preferences, by race/Hispanic origin, July 2007-September 2008
- Figure 37: Sports preferences by Blacks, by gender, July 2007-September 2008
- Figure 38: Sports/activities preferences, by race/Hispanic origin, July 2007-September 2008
- Sport and activity preferences by age
- Figure 39: Sports/activities preferences among Blacks, by age, July 2007-September 2008
- MOVIE THEATERS AND MOVIES IN THE HOME
- Figure 40: Movie seen in the theatre in the past six months, by race/Hispanic origin, April 2007-June 2008
- Figure 41: Type of movie seen in the past six months in a movie theatre, by Blacks, by age, April 2007-June
- 2008
- Purchase of DVDs
- Figure 42: Types of DVDs purchased, by race/Hispanic origin, July 2007-September 2008
- Figure 43: DVDs purchased in past three months, by mean, by race/Hispanic origin, July 2007-September 2008
- Figure 44: Where DVDs are purchased, by race/Hispanic origin, July 2007-September 2008
- Figure 45: Where Blacks purchased DVDs, by gender, July 2007-September 2008
- MUSIC, BOOKS AND VIDEO GAMES
- Figure 46: Preference for Black or African-American music, by gender, January 2009
- Figure 47: Preference for Black or African-American music, by age, January 2009
- Figure 48: Preference for Black or African-American music, by income, January 2009
- Black music isn’t just hip-hop
- Figure 49: Black music purchases, by race, July 2007-September 2008
- Figure 50: Location of music purchases, by race/Hispanic origin, April 2007-June 2008
- Figure 51: Number of music purchases in the last 12 months, by race/Hispanic origin, April 2007-June 2008
- Figure 52: Music purchases in the last 12 months, by race/Hispanic origin and age, July 2007-September 2008
- BOOKS
- Figure 53: Type of Books purchased by Black readers, by age, July 2007-September 2008
- Book consumption by gender
- Figure 54: Type of Books purchased by Black readers, by gender, July 2007-September 2008
- Book consumption by income
- Figure 55: Type of Books purchased by Black readers, by income, July 2007-September 2008
- VIDEO GAMES
- Video game consumption by race/Hispanic origin
- Figure 56: Attitudes towards video games, by race/Hispanic origin, July 2007-September 2008
- Figure 57: Mean amount spent on video games in the past 12 months, by race/Hispanic origin, July 2007-
- September 2008
- Attitude towards video games by gender
- Figure 58: Mean amount Blacks spent on video games in the past 12 months, by gender, July 2007-September
- 2008
- Figure 59: Black attitudes towards video games, by gender, July 2007-September 2008
- Figure 60: Black women’s attitudes towards video games, with and without children, July 2007-September 2008
- GAMES AND TOYS
- Figure 61: Games and toys purchased in the past 12 months, by race/Hispanic origin, July 2007-September
- 2008
- Figure 62: Black games and toys purchases in the past 12 months, by age, July 2007-September 2008
- Figure 63: Black games and toys purchases in the past 12 months, by gender, July 2007-September 2008
- Figure 64: Black games and toys purchases in the past 12 months, by age, July 2007-September 2008
- Games and toys consumption by household type
- Figure 65: Black games and toys purchases in the past 12 months, by household type, by level of expenditure,
- Figure 66: Black games and toys purchases in the past 12 months, by household type, July 2007-September
- 2008
- TRAVEL PREFERENCES
- Figure 67: Reasons for foreign travel (outside of the U.S.) in the past three years, by race/Hispanic origin, April
- 2007-June 2008
- Back to Africa
- Cruise ship vacations
- Figure 68: Number of cruises taken in the last three years, by race/Hispanic origin, April 2007-June 2008
- Figure 69: Choice of cruise line in past three years, by race/Hispanic origin, April 2007-June 2008
- Figure 70: Locations traveled to on cruise vacation by Black travelers, April 2007-June 2008
- Theme parks
- Figure 71: Theme park preference, by race/Hispanic origin, April 2007-June 2008
- Figure 72: Black theme park preference, by household income, April 2007-June 2008
- CASINO GAMBLING
- Figure 73: Frequency of casino visits, by race/Hispanic origin, July 2007-September 2008
- Figure 74: Average number of visits by Blacks to casino in the past 12 months, by age, July 2007-September
- 2008
- Figure 75: Location of casinos visited in the past 12 months, by race/Hispanic origin, July 2007-September 2008
- Figure 76: Location of casinos visited by Black gamblers in the past 12 months, by gender, July 2007-
- September 2008
- COLLECTIBLES
- Figure 77: Collectibles preferences, by race/Hispanic origin, July 2007-September 2008
- ONLINE ENTERTAINMENT
- ATTITUDES TOWARDS ONLINE ENTERTAINMENT
- Figure 78: Attitudes toward online entertainment, by race/Hispanic origin and age, July 2008
- ONLINE VIDEO
- Figure 79: Online activities, by race/Hispanic origin and age, July 2008
- Online video spending
- Figure 80: Video download expenditures for past month, by race/Hispanic origin and income, July 2008
- Incidence of downloading free and paid video
- Figure 81: Online activities, by race/Hispanic origin and household income, July 2008
- ONLINE MUSIC
- Figure 82: Online activities, by race/Hispanic origin and age, July 2008
- Online music spending
- Figure 83: Video download expenditures for past month, by race/Hispanic origin and household income, July
- 2008
- Incidence of downloading free and paid music
- Figure 84: Online activities, by race/Hispanic origin and household income, July 2008
- INTERNET ACCESS VIA CELL PHONE OR HANDHELD DEVICE
- Accessing the internet via cell phone
- Figure 85: Online activities, by race/Hispanic origin and age, July 2008
- ADVERTISING OF ENTERTAINMENT AND LEISURE ACTIVITIES
- Figure 86: Old Orchard Healthy Balance, 2009
- Figure 87: Actonel, 2009
- Figure 88: V-8 Juice, 2009
- Figure 89: American Black Film Festival, 2009
- Figure 90: Nebraska Department of Economic Development, 2009
- Figure 91: Amtrak, 2009
- Figure 92: Ohio Department of Tourism, Girlfriend Weekend ad
- Figure 93: Visitmo.com Ad, Stay Close
- Figure 94: Tyler Perry Productions, Not Easily Broken ad
- APPENDIX: ADDITIONAL SIMMONS TABLES
- Figure 95: Sports/activity preferences, by race/Hispanic origin, July 2007-September 2008
- Figure 96: Black sports/activity preferences, by gender, July 2007-September 2008
- Figure 97: Black sports/activity preferences, by age, July 2007-September 2008
- Figure 98: Black sports/activity preferences, by number of children, July 2007-September 2008
- Figure 99: Black games and toys purchases in the past 12 months, by gender, July 2007-September 2008
- APPENDIX: TRADE ASSOCIATIONS
AbstractBlack consumers spend their leisure time in a variety of ways, some common and some more non-traditional (as do all ethnic groups). They exhibit stronger preferences for a specific set of activities that remains consistent through all age, gender and income segments within the Black population. Many of these preferences were formed as a result of cultural and historical influences. Others have evolved as a result of a higher rate of inclusion in American society, increased access to public and private venues, and technological advances.
The purpose of this report is to provide cultural insights while demystifying stereotypes. We will achieve this by covering the following:
- Economic and educational factors, along with life experience, that contribute to the many viewpoints within the African American consumer market
- Why one message may not speak to the entire Black community due to the different collective experiences of generations
- How authenticity and cultural identity inform the purchasing decisions and entertainment choices of Black consumers
- The history of Black entertainment and how entertainment trends influence Black spending
- Black leisure time preferences and compared and trends among different demographic segments of the Black population (especially by those under age 35)
- Online entertainment behavior and trends
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