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African American Market in the U.S.


Attention: There is an updated edition available for this report.

This new Packaged Facts report provides an in-depth analysis of the attitudes and behavior of African-American consumers. With a population exceeding 38 million and with buying power projected to exceed $1.1 trillion in 2012, African Americans remain a crucial part of the American consumer economy.

The report highlights the shopping, spending and leisure-time habits of an African-American market segment of particular interest to marketers—the 2.4 million affluent African-American households with a household income of $75,000 or more. With an average annual income of $122,000, affluent African-American households account for only 17% of all African-American households but control 45% of total buying power in the African-American market. The report shows that affluent African Americans can be even more likely than other affluent consumers to spend money on luxury items such as cruise-ship vacations, new cars and designer clothes.

The first section of the report begins with an overview of key trends shaping the African-American market and highlights the opportunities available to companies active in the market. The report continues with an assessment of the buying power of African Americans, an analysis of the demographic profile of the African-American population and an assessment of social and economic trends affecting African Americans today and in the future.

The next section of the report provides a comprehensive analysis of the African-American consumer. There are separate chapters on how African Americans spend their leisure time and how they spend money. Another chapter analyzes key aspects of African-American consumer behavior across a variety of areas, including fashion, automotive, food at home, health and pharmaceuticals and telecommunications. The report also includes a chapter on the media usage habits of African Americans.

The last section of the report focuses on affluent African Americans. It includes a chapter that profiles their demographic characteristics and core values and analyzes key aspects of their consumer behavior, including personal financial management, shopping behavior, spending patterns and leisure-time activities. The final chapter identifies the metro markets offering the most lucrative prospects for marketers targeting African-American consumers.


  • Executive Summary
    • Introduction
      • Scope and Methodology
      • Trends and Opportunities
      • Overview of the African-American Market
      • The African-American Population Today
      • Economic and Social Trends
      • How African Americans Spend Their Leisure Time
      • How African Americans Spend Money
      • Highlights of Consumer Behavior
      • African Americans and the Media
      • Affluent African Americans
      • The Most Lucrative African-American Metro Markets
  • Overview
    • Trends and Opportunities
      • Strategic Trends
      • Marketing Trends
      • Market Opportunities
        • Table Income per Household Member, African Americans vs. Hispanics
        • Table Selected Opportunities Related to Shopping Habits of African Americans
        • Table Selected Opportunities Related to Travel, Leisure and Entertainment Activities of African Americans
        • Table Selected Opportunities Related to Apparel and Watch Purchases by African Americans
        • Table Selected Opportunities Related to Use of Personal-Care Products by African-American Women
        • Table Selected Opportunities Related to Use of Personal-Care Products by African-American Men
        • Table Selected Opportunities Related to Ownership and Purchase of Automotive Vehicles by African Americans
        • Table Selected Opportunities Related to Use of Pharmaceuticals by African-American Consumers
    • Overview of the African-American Market
      • African-American Buying Power
        • Table Projected Growth in African-American Buying Power, 2007-2012
        • Table African-American Buying Power by Key Consumer Segment, 2007
      • Aggregate Spending by African-American Consumers
        • Table Aggregate Annual Expenditures by African-American Consumer Units for Food and Beverages, 2006
        • Table Aggregate Annual Expenditures by African-American Consumer Units for Apparel, 2006
        • Table Aggregate Annual Expenditures by African-American Consumer Units for Vehicle Purchases and Related Expenses, 2006
        • Table Aggregate Annual Expenditures by African-American Consumer Units for Entertainment, 2006
        • Table Aggregate Annual Expenditures by African-American Consumer Units for Household Furnishings and Equipment, 2006
        • Table Aggregate Annual Expenditures by African-American Consumers for Miscellaneous Products and Services,, 2006
    • The African-American Population Today
      • Population Growth Trends
        • Table Population of the United States by Race Alone and Hispanic Origin, 2006
        • Table U.S. Population by Race and Hispanic Origin, 2006
        • Table Population Growth, African Americans vs. Other Population Groups, 2000-2006
        • Table Projected Population Growth, African Americans vs. Other Population Groups, 2007 vs. 2012 (in thousands)
      • Demographic Highlights
        • Table Foreign-Born U.S. Population by Race and Hispanic Origin, 2006
        • Table Number of Americans Reporting Place of Birth in West Indies and Sub-Saharan Africa, 2006
        • Table Population by Selected Age Group, African Americans vs. Other Population Groups, 2006
        • Table African Americans as Percent of Total Population by Selected Age Group, July 2006
        • Table Population of Males and Females, African Americans vs. Other Population Groups, 2004
      • Where African Americans Live
        • Table Percent of Residents in Urban and Rural Areas Who Are African Americans, 2006
        • Table Distribution of Population by Region, African Americans vs. Others, 2006
        • Table States with Largest African-American Populations, 2006
        • Table States with Highest Percentage of African Americans, 2006
        • Table States Ranked by Growth in African-American Population, 2000-2006
    • Economic and Social Trends
      • Educational Trends
        • Table College Enrollment of the Population Age 18 and Over by Age Group and Gender, African Americans vs. Others, 2006
        • Table Females as Percent of 18- to 24-Year-Old College Students, African Americans vs. Others, 2006
        • Table Educational Attainment for Those Age 25 and Over, African-American vs. Other Men, 2007
        • Table Educational Attainment for Those Age 25 and Over, African-American vs. Other Women, 2007
        • Table Educational Attainment for Those Age 25 and Over by Gender, African Americans vs. Others, 2007
        • Table Educational Attainment for Those Age 25 and Over, African Americans vs. Hispanics, 2007
      • Economic Profile of African Americans
        • Table Level of Happiness, African-American vs. Other Adults by Gender
        • Table Attitudes toward Work and Money, African-American vs. Other Adults by Gender
        • Table Employment Status of the Population Age 16 and Over by Race and Hispanic Origin, 2006
        • Table Occupations of Those Age 16 and Over by Gender, 2006
        • Table Aggregate Personal Income, African Americans vs. Other Population Groups, 1986 vs. 2006
        • Table Mean Income of People Age 15 and Over, African Americans vs. Other Population Groups, 2006
      • Household and Family Structure
        • Table Attitudes toward Family, African-American vs. Other Adults by Gender
        • Table Marital Status of People Age 18 and Over, African Americans vs. Others, 2007
        • Table Median Age at First Marriage, African Americans vs. Other Population Groups, 2006
        • Table Household Types, African-American vs. Other, 2007
        • Table Percent of Married-Couple Families with Working Wife by Presence of Children under 18, African Americans vs. Others, 2007
        • Table Size of Households, African-American vs. Other, 2007
        • Table Size of Family Households, African-American vs. Other, 2007
        • Table Marital Status of Parents and Living Arrangements of Children, African-American vs. Other Children, 2006
        • Table Grandparents Living with Own Grandchildren by Responsibility for Grandchildren, African Americans vs. Other Population Groups, 2006 (in thousands)
      • Economic Profile of African-American Households and Families
        • Table Family Households by Number of Earners in Each Household, African-American vs. Other, 2007
        • Table Mean Household and Family Income, African Americans vs. Other Population Groups, 2006
        • Table Mean Income of Families by Type, African Americans vs. Other Population Groups, 2006
        • Table Distribution of Income of Families, African Americans vs. Other Population Groups, 2006
        • Table Distribution of Income of Households, African Americans vs. Other Population Groups, 2006
  • Understanding the African-American Consumer
    • How African Americans Spend Their Leisure Time
      • Overview
        • Table Annual Expenditures for Entertainment by Amount and Percent of Total Expenditures, African Americans vs. Other Consumer Units, 2006
        • Table Participation in Leisure Activity/Hobby in Last 12 Months, African-American vs. Other Men
        • Table Participation in Leisure Activity/Hobby in Last 12 Months, African-American vs. Other Women
        • Table Percent Engaging in Regular Physical Exercise, African-American vs. Other Consumers
        • Table Participation in Sports in Last 12 Months, African-American vs. Other Men
        • Table Participation in Sports in Last 12 Months, African-American vs. Other Women
      • Home Entertainment
        • Table Ownership of TV Sets, African-American vs. Other Consumers
        • Table Ownership of Consumer Electronics, African-American vs. Other Consumers
        • Table Home Electronics Stores Shopped in Last 3 Months, African-American vs. Other Consumers
        • Table Online Activities in Last 30 Days, African-American vs. Other Men
        • Table Online Activities in Last 30 Days, African-American vs. Other Women
        • Table Websites Visited in Last 30 Days, African American vs. Other Men
        • Table Websites Visited in Last 30 Days, African American vs. Other Women
      • Going Out
        • Table Profile of Movie Attendance, African-American vs. Other Consumers by Gender
        • Table Movie Genres Seen in Theaters in Last 90 Days, African-American vs. Other Consumers by Gender
        • Table Going Out to Family and Fast-Food Restaurants, African-American vs. Other Consumers by Gender
      • Going on Vacation
        • Table Travel Patterns, African-American vs. Other Consumers by Gender
        • Table Percent Taking a Cruise-Ship Vacation in Last 3 Years, African-American vs. Other Consumers
        • Table Percent Visiting a Theme Park in Last 12 Months, African-American vs. Other Consumers
    • How African Americans Spend Money
      • Overview of African-American Consumer Expenditure Patterns
        • Table Expenditures of Consumer Units as Percent of Before-Tax Income, African-American vs. Other Consumer Units, 2006
        • Table Characteristics of Consumer Units, African-American vs. Other Consumer Units, 2006
        • Table Consumer Expenditure Categories for Which African Americans Spend a Higher Percentage of Their Total Budget than Other Consumer Units
        • Table Consumer Expenditures Categories for Which African Americans Spend a Lower Percentage of Their Total Budget than All Consumer Units
      • Shopping Behavior
        • Table Influencers and Trendsetters, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Shopping, African-American vs. Other Consumers by Gender
        • Table Shopping as a Social Event, African-American vs. Other Consumers by Gender
        • Table Percent Visiting a Mall Four or More Times in Last Four Weeks, African-American vs. Other Consumers
        • Table Shopping Behavior, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Sales and Bargains, African-American vs. Other Consumers by Gender
        • Table Percent Using Cents-Off Coupons, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Impulse Buying, African-American vs. Other Consumers by Gender
        • Table Percent Who "Always Refer" to Various Categories of In-Store Promotions and Advertising, African-American vs. Other Consumers
        • Table Brand Awareness, African-American vs. Other Consumers by Gender
        • Table Impact of Children on Shopping Behavior, African-American vs. Other Consumers by Gender
        • Table Impact of the Internet on Shopping Behavior, African-American vs. Other Consumers by Gender
        • Table Percent Placing an Internet Order in the Last 12 Months, African-American vs. Other Consumers
        • Table Percent Placing a Catalog Order in the Last 12 Months, African-American vs. Other Consumers
        • Table Attitudes towards Environmental Issues, African-American vs. Other Consumers by Gender
      • Receptivity to Advertising
        • Table Attitudes toward Advertising, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Print and Television Advertising, African-American vs. Other Consumers by Gender
        • Table Impact of Product Placement, African-American vs. Other Consumers by Gender
        • Table Percent Taking Public Transportation to Work, African Americans vs. Others
        • Table Effectiveness of Out-of-Home Advertising, African-American vs. Other Adults by Gender
    • Highlights of Consumer Behavior
      • Fashion
        • Table Annual Expenditures for Apparel and Services by Amount and Percent of Total Expenditures, African-American vs. Other Consumer Units, 2006
        • Table Attitudes toward Buying Clothes, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Style and Fashion, African-American vs. Other Consumers by Gender
        • Table Percent Buying Watches for Self in Last 12 Months, African-American vs. Other Consumers by Gender
        • Table Clothing Items and Accessories Bought in Last 12 Months, African-American vs. Other Men
        • Table Clothing Items and Accessories Bought in Last 12 Months, African-American vs. Other Women
        • Table Sneakers/Athletic Shoes Bought in Last 12 Months, African-American vs. Other Men
        • Table Sneakers/Athletic Shoes Bought in Last 12 Months, African-American vs. Other Women
        • Table Department/Discount Stores Shopped in Last 3 Months, African-American vs. Other Consumers
        • Table Use of Personal-Care Products, African-American vs. Other Men
        • Table Use of Personal-Care Products, African-American vs. Other Women
      • Automotive
        • Table Attitudes toward Driving, African-American vs. Other Consumers by Gender
        • Table Annual Expenditures for Vehicle Purchases and Related Expenses by Amount and Percent of Total Expenditures, African-American vs. Other Consumer Units, 2006
        • Table Attitudes toward Buying New Cars, African-American vs. Other Consumers by Gender
        • Table Next Vehicle Purchase, African-American vs. Other Consumers
        • Table Reasons for Buying a Car, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Foreign vs. Domestic Cars, African-American vs. Other Consumers by Gender
        • Table Vehicle Ownership Patterns, African-American vs. Other Consumers
        • Table Number of Vehicles Owned, African-American vs. Other Consumer Units, 2006
      • Eating at Home
        • Table Annual Expenditures for Food at Home by Amount and Percent of Total Expenditures, African-American vs. Other Consumer Units
        • Table Attitudes toward Cooking at Home, African-American vs. Other Consumers by Gender
        • Table Percent Agreeing "Shopping for Groceries is a Bore," African-American vs. Other Consumers
        • Table Attitudes toward Dieting and Fattening Foods, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Dieting and Fattening Foods, African-American vs. Other Consumers by Gender
        • Table Use of Organic Foods, African-American vs. Other Consumers by Gender
      • Health and Pharmaceuticals
        • Table Annual Expenditures for Health Care by Amount and Percent of Total Expenditures, African-American vs. Other Consumer Units, 2006
        • Table Managing Personal Health, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Taking Medications, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Non-Prescription Medications, African-American vs. Other Consumers by Gender
        • Table Factors Affecting Choice of Medications, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Alternative Medicine, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Vitamins, African-American vs. Other Consumers by Gender
      • Telecommunications
        • Table Expenditures on Telephone Services, African-American vs. Other Consumer Units, 2006
        • Table Ownership of Cellphones, African American vs. Other Consumers
        • Table Ownership and Use of Cellular/Wireless Services, African American vs. Other Consumers
    • African Americans and the Media
      • Print Media
        • Table Attitudes toward Newspapers, African-American vs. Other Consumers by Gender
        • Table Newspaper Readership, African-American vs. Other Consumers by Gender
        • Table Attitudes toward Magazines, African-American vs. Other Consumers by Gender
        • Table Most Popular Publication Types, African-American vs. Other Men
        • Table Most Popular Publication Types, African-American vs. Other Women
        • Table Most Popular Magazines, African-American vs. Other Men
        • Table Most Popular Magazines, African-American Women vs. Other Women
        • Table Similarities and Differences in Magazines Popular with African-American Men and Other Men
        • Table Similarities and Differences in Magazines Popular with African-American Women and Other Women
      • Television
        • Table Attitudes toward Television, African-American vs. Other Consumers by Gender
        • Table Access to Television, African-American vs. Other Households
        • Table Primetime Network TV Viewing Habits, African-American vs. Other Men
        • Table Primetime Network TV Viewing Habits, African-American vs. Other Women
        • Table Most Popular Cable TV Services, African-American vs. Other Men
        • Table Most Popular Cable TV Services, African-American vs. Other Women
        • Table Similarities and Differences in Cable TV Services Popular with African-American and Other Men
        • Table Similarities and Differences in Cable TV Services Popular with African-American Women and Other Women
        • Table Most Popular Once-a-Week Network TV Programs, African-American vs. Other Men
        • Table Similarities and Differences in Once-a-Week TV Shows Popular with African-American and Other Men
        • Table Most Popular Once-a-Week TV Programs, African-American vs. Other Women
        • Table Similarities and Differences in Once-a-Week TV Shows Popular with African-American and Other Women
        • Table TV Sports Watched Frequently, African-American vs. Other Men
      • Radio
        • Table Attitudes toward Radio, African-American vs. Other Consumers by Gender
        • Table Radio Listening by Daypart, African-American vs. Other Men
        • Table Radio Listening by Daypart, African-American vs. Other Women
        • Table Most Popular Radio Formats, African-American vs. Other Men
        • Table Most Popular Radio Formats, African-American vs. Other Women
      • Impact of the Internet on Traditional Media Usage
        • Table Impact of the Internet on Media Usage, African-American vs. Other Consumers by Gender
        • Table Online Media Activities in Last 30 Days, African-American vs. Other Men
        • Table Online Media Activities in Last 30 Days, African-American vs. Other Women
  • Consumer Focus: Affluent African Americans
    • Affluent African Americans
      • Overview
        • Table African-American Households with Incomes of $75,000 or More by Income Level, 2006
        • Table Aggregate Income of African-American Households, Affluent vs. Other Households, 2006
        • Table Aggregate Income of Non-African-American Households, Affluent vs. Other Households, 2006
        • Table Percent of Aggregate Household Income by Quintile and Top 5% of Households,Selected Years 1976 vs. 2006, African-American vs. All Households
        • Table Percent of Aggregate Household Income Received by Top 5% of Households, African-American vs. Households in Other Population Groups, 2006
        • Table Mean Household Income Received by Highest Fifth and Top 5% of Households, African-American vs. Households in Other Population Groups, 2006
        • Table Demographic Profile, Affluent African-American vs. Other Affluent Households, 2007
      • Core Values
        • Table Selected Values, African-American vs. Other Affluent Consumers
        • Table Attitudes toward Work, African-American vs. Other Affluent Consumers
        • Table Self-Image, African-American vs. Other Affluent Consumers
        • Table Influencing Others, African-American vs. Other Affluent Consumers
        • Table Risk-Taking, African-American vs. Other Affluent Consumers
      • How Affluent African Americans Manage Their Personal Finances
        • Table Attitudes toward Money and Financial Security, African-American vs. Other Affluent Consumers
        • Table Financial Self-Confidence, African-American vs. Other Affluent Consumers
        • Table Using Financial Services, African-American vs. Other Affluent Consumers
        • Table Percent of Affluent Consumers Saying "Investing in Stock Market Is Too Risky," African-American vs. Other Consumers
        • Table Importance of Insurance, African-American vs. Other Affluent Consumers
        • Table Percent with Life and Health Insurance, African-American vs. Other Affluent Consumers
        • Table Percent with Loans, African-American vs. Other Affluent Consumers
        • Table Ownership and Use of ATM/Debit Cards, African-American vs. Other Affluent Consumers
        • Table Ownership of Credit Cards, African-American vs. Other Affluent Consumers
        • Table Ownership of Bank Accounts, African-American vs. Other Affluent Consumers
        • Table Percent Owning Investments, African-American vs. Other Affluent Consumers
      • Shopping and Spending
        • Table Attitudes toward Spending, African-American vs. Other Affluent Consumers
        • Table Percent of Affluent Consumers Saying They Really Enjoy Any Kind of Shopping, African-American vs. Other Consumers
        • Table Impact of the Internet on Shopping Behavior, African-American vs. Other Affluent Consumers
        • Table Attitudes toward Fashion, African-American vs. Other Affluent Consumers
        • Table Attitudes toward Buying Clothes, African-American vs. Other Affluent Consumers
        • Table Profile of Car Ownership, African-American vs. Other Affluent Consumers
        • Table Next Vehicle Purchase, Affluent African-American vs. Other Affluent Consumers
        • Table Home Improvement Expenditures and Furniture Purchases, African-American vs. Other Affluent Consumers
        • Table Percent of Affluent Consumers Spending $1,000 or More in last 12 Months on Household Furnishings and Bed/Bath and Linens, African-American vs. Other Consumers
      • Leisure-Time Activities
        • Table Participation in Physical Fitness Programs in Last 12 Months, African-American vs. Other Affluent Consumers
        • Table Participation in Sports in Last 12 Months, African-American vs. Other Affluent Consumers
        • Table Participation in Leisure Activity/Hobby in Last 12 Months, African-American vs. Other Affluent Consumers
        • Table Going Out to Restaurants, African-American vs. Other Affluent Consumers
        • Table Travel Profile, African-American vs. Other Affluent Consumers
        • Table Ownership of Consumer Electronics, African-American vs. Other Affluent Consumers
        • Table Percent of Affluent Consumers with Computer at Home, African-American vs. Other Consumers
        • Table Number of Times Using the Internet at Home in Last Seven Days, African-American vs. Other Affluent Consumers
        • Table Online Activities in Last 30 Days, African-American vs. Other Affluent Consumers
    • The Most Lucrative African-American Metro Markets
      • Table Metropolitan Areas Ranked by Aggregate Personal Income and Per Capita Income of
      • Table Metropolitan Areas Ranked by Number of Affluent African-American Households, 2006
      • Table Urban Areas Ranked by Aggregate African-American Personal Income as Percent of Total Aggregate Income, 2006
  • Addresses of Selected African-American Market Resources

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