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Published by: Mintel International Group Ltd.
Published: Jul. 1, 2009 - 75 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Black media
- Media consumption habits
- Online trends and opportunities
- Understanding the consumer
- Demographics
- Black Media
- Newspapers
- History of Black newspapers in America
- Who are they?
- Who are their readers
- Why are they important
- Magazines
- History of Black magazines in America
- Who are they
- Who are their readers
- Figure 1: Top magazine titles, by audience composition for African Americans/Blacks
- Why are Black focused magazines important
- Radio
- History of Black radio in America
- Who are they
- Who are their listeners
- Why are they important
- Television
- History of Black television in America
- Who are they
- Who are their viewers
- Why are they important
- Online
- History of Black online sites in America
- Who are they
- Who are their visitors
- Why are they important
- Blacks and Media Usage
- History of Black media
- Black media and usage
- Figure 2: Blacks’ attitudes towards the media, February 2009
- By age
- Figure 3: Blacks’ attitudes towards the media, by age, February 2009
- By educational attainment
- Figure 4: Blacks’ attitudes towards the media, by educational attainment, February 2009
- Attitude towards the media by race/Hispanic origin
- Figure 5: Attitudes towards the media, by race/Hispanic origin, July 2007-September 2008
- Television
- Television usage by race/Hispanic origin
- Figure 6: Attitudes towards television, by race/Hispanic origin, July 2007-September 2008
- Black television usage
- Figure 7: Frequency of television viewership, by Black consumers, February 2009
- By age
- Figure 8: Frequency of television viewership, by Black consumers, by age, February 2009
- By gender
- Figure 9: Frequency of television viewership, by Black men, February 2009
- Figure 10: Frequency of television viewership, by Black women, February 2009
- Radio
- Radio usage by race/Hispanic origin
- Figure 11: Radio listeners’ attitudes towards radio, by race/Hispanic origin, July 2007-September 2008
- Radio usage of Blacks
- By age
- Figure 12: Black radio listeners’ attitudes towards radio, by age, July 2007-September 2008
- By household income
- Figure 13: Black radio listeners’ attitudes towards radio, by income, July 2007-September 2008
- Newspapers
- Newspaper usage by race/Hispanic origin
- Figure 14: Newspaper readers’ attitudes towards newspapers, by race/Hispanic origin, July 2007-September 2008
- Black newspaper usage
- Figure 15: Frequency of newspaper readership among Black consumers, February 2009
- By age
- Figure 16: Frequency of newspaper readership among Black consumers, by age, February 2009
- By gender
- Figure 17: Frequency of newspaper readership among Black men, February 2009
- Figure 18: Frequency of newspaper readership among Black women, February 2009
- Magazines
- Magazine usage by race/Hispanic origin
- Figure 19: Magazine readers’ attitudes towards magazines, by race/Hispanic origin, July 2007-September 2008
- Black magazine usage
- Figure 20: Black magazines preferred, by Black consumers, February 2009
- By income
- Figure 21: Black magazines preferred, by Black consumers, by income, February 2009
- By gender
- Figure 22: Black magazines preferred, by Black consumer, by gender, February 2009
- Figure 23: Infiniti ad
- Blacks and advertising
- Figure 24: Black consumers’ attitudes towards media’s portrayal of Blacks, February 2009
- By age
- Figure 25: Black consumers’ attitudes towards media’s portrayal of Blacks, by age, February 2009
- By gender
- Figure 26: Black consumers’ attitudes towards media’s portrayal of Blacks, by gender, February 2009
- Figure 27: Mercedes-Benz television commercial, 2008
- Figure 28: American Express television commercial, 2007
- Online Trends and Opportunities
- The “digital divide” is history
- Blacks have embraced the internet
- Figure 29: Total monthly unique users of Black internet sites, 2008 and 2009
- Who’s online?
- What are Black consumers doing online?
- Figure 30: Black internet usage, by age and type of activity, December 2008
- Black consumers’ attitudes towards the internet
- By race/Hispanic origin
- Figure 31: Consumer attitudes towards the internet, by race/Hispanic origin, July 2007-September 2008
- By age
- Figure 32: Black consumers’ attitudes towards the internet, by age, July 2007-September 2008
- By gender
- Figure 33: Black consumers’ attitudes towards the internet, by gender, July 2007-September 2008
- New media outlets to target Black consumers
- THE BLACK CONSUMER
- BLACK? OR AFRICAN AMERICAN?
- COMPARING BLACK CONSUMERS TO WHITE
- DEMOGRAPHICS
- U.S. population is becoming more diverse
- Figure 34: Population, by race/Hispanic origin, 1970-2020
- Figure 35: Asian/Pacific Islander, Black and Hispanic populations, 1970-2020
- Figure 36: Population, by race and Hispanic origin, 2004-14
- U.S. Black population
- Black population by age
- Figure 37: U.S. black population, by age, 2004-14
- Figure 38: U.S. population, by generation, by gender, 2008
- U.S. Black geographic concentration
- Figure 39: Black geographic concentration, by region, 2007
- Black population by state
- Figure 40: Top 10 states, by total Black population (estimated), 2008
- Figure 41: Top 10 states, by Black population as a percentage of total population, 2007
- Black buying power by state
- Figure 42: Top 10 states, by Black buying power, 2007
- Generational insights among Black consumers
- Black generations
- Black metros
- Figure 43: Top 10 metropolitan areas with the largest number of Black residents, 2005-07
- Black income and purchasing power
- Figure 44: Household income distribution for all households and Black households, 2007
- Figure 45: Purchasing power, by race/ethnicity, 2007
- Income of Black households vs. total U.S. households
- Figure 46: Percentage of Black households with incomes of $50K or more vs. total U.S. households, 2003 and 2007
- Black Affluents
- Home ownership and household size
- Black home ownership
- Figure 47: Percentage of homeowners, Black vs. total homeowners, top 10 metros, 2007
- Average household size
- Figure 48: Average household size, by race/Hispanic origin of householder, 2001 and 2006
- Hip-hop women
- Figure 49: Deferred marriage and childbearing among Black women, 2007
- Figure 50: Marital status, by race and Hispanic origin, 2008
- AFRICAN IMMIGRANTS
- Country of origin/heritage
- From there to here
- Figure 51: U.S. Immigrants, Baccalaureate and advanced degrees, by continent/region of origin, 2000
- Caribbean immigrants
- Top five countries of origin
- Geographic location
- Neighborhood characteristics
- APPENDIX: CONSUMER TABLES
- Figure 52: Black consumers’ attitudes towards portrayal of Blacks in the media, February 2009
- APPENDIX: SIMMONS TABLES
- Figure 53: Black consumers’ attitudes towards the internet, by income, July 2007-September 2008
- APPENDIX: TRADE ASSOCIATIONS
AbstractBlack spending power should pass the $1 trillion mark in 2010, but making money from this group of consumers hardly represents a given. Black viewers feel that they are both under-represented and misrepresented on television. Opportunities exist for programmers and the marketers that sponsor them to change those perceptions, especially the internet. But where should one start the search for the best place to make an ad campaign stick, or the outlets that will have real staying power in the years ahead? What messages will Black viewers, listeners and readers resonate with? Ultimately, how does one gain an edge in trying to access the Black buying power?
Part of this edge starts with a positive attitude, one perhaps best reflected in President Obama’s winning campaign slogan: “Yes, we can.” After years of living in the shadow of 9/11, Americans were ready for change: to celebrate national pride in a positive way and embrace youth. To accomplish this, they looked to a couple that simultaneously harkened back to a glorious past (the Kennedys of the “Camelot” White House) and a promising future. (America is rapidly becoming a multiracial place that’s home to growing numbers of Blacks, Hispanics and Asians.) With Barack and Michelle Obama, Americans got their dream couple—young, attractive, smart and well spoken. And as African Americans saw someone of their race ascend to the highest elected office, they too began to think “Yes we can.”
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