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Title: The U.S. African American Market, 5th Edition
Published: Jan. 2003
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The following is the abstract from the full report:
This new Packaged Facts report provides an in-depth analysis of African American consumers, who now number more than 37 million. Now in its 5th edition, the report contains an overview of demographic trends within the African American population, including population growth and employment patterns. A series of chapters offer insights into various consumer segments that are driving the African American market. These include affluent African American families, African American women, and African Americans in the trendsetting urban youth market segment. The next section of the report offers an overview of marketing and advertising trends in the African American market and an analysis of media usage by African Americans. The last chapters provide a projection of the growth of African American buying power through 2008, an analysis of the impact of ongoing changes in the geographic distribution of the African American population, and a discussion of key trends and emerging opportunities within the African American market.
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.
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