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The African-American Consumer Market, 9th Edition


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The African-American Consumer Market, 9th Edition

With a population of 44 million and buying power over $1 trillion in 2013, African-Americans are a key segment in an American economy that increasingly depends upon the needs and preferences of multicultural consumers. In the face of daunting economic difficulties, African-American consumers are more positive than other Americans about their own personal financial situation and are more optimistic about the future of the American economy. Yet the African-American consumer segment remains woefully undermarketed to, and companies that persist in their failure to capture the attention of black consumers also risk missing out on the tens of millions of dollars African-Americans spend annually on everything from food and beverage products to apparel to mobile technology and video games.

The 9th edition of Packaged Facts' The African-American Consumer Market focuses on how African-American consumers are responding to the challenges of today’s economy as they shop in department stores, supermarkets, supercenters, and other retail outlets as well as online. The report analyzes the forces shaping the purchase decisions of African-American shoppers and sheds light on key areas such as how black consumers decide where to shop and what influences them while they are shopping. Additionally, The African-American Consumer Market highlights the attitudes and behavior of affluent African-American shoppers. The report also forecasts the growth of the buying power of African-Americans through 2017 and provides a detailed demographic profile of the African-American population

Scope

Packaged Facts generally has defined the African-American market as including the buying power of individuals who identify in Census Bureau data as black or African-American, regardless of whether they also identify as Hispanics. This definition, is consistent with the data categories used by forecasting groups such as the Selig Center for Economic Growth at the University of Georgia. The terms “black” and “African-American” are used inter-changeably in this report.

Methodology

This report is based on information collected directly from firms active in the African-American market as well as a thorough analysis of relevant industry and trade publications, including a cultivation of findings published by the Nielsen Company and Selig Center. Primary data on African-American consumer behavior are drawn from the Fall 2012 Experian Marketing Services National Consumer Study (NCS). The report also cites data from several updated estimates and analyses of the African-American population released by the Census Bureau in 2011 and 2013.


  • Executive Summary
    • Scope and Methodology
      • Market Definition
      • Methodology
      • African-American Population Reaches 44 Million
      • Buying Power at $1 Trillion, Projected to Reach $1.3 in 2017
        • Table Growth in African-American Buying Power, 2009-2014 and 2017 (in billion $)
      • Strong Optimism About the Economy
        • Table Demographic Patterns for Positive Expectations for American Economy: By Race/Ethnicity and Political Outlook vs. Household Income, 2012 (percent and index)
    • African-American Family Structure
      • Table Average Number of People per Household: By Race, 2013
      • 34% of African-Americans Are Married, 44% Never Married
      • 55% of African-American Children Live In One-Parent Households, 34% in Households with Married Parents
      • African-American Females More Likely to Live in Households With Children
        • Table Demographic Patterns for Having Children in the Household: By Gender, 2012 (index)
        • Table Demographic Patterns for Having Children in the Household: By Generational Cohort, 2012 (index)
      • African-Americans Influenced by Children, Advertising
        • Table Family Related Psychographics Influencing Shopping Behavior, 2012 (index)
    • Use of Banks and Payment Cards Among African-Americans
      • African-Americans More Likely to Use Prepaid Cards
      • Affluent African-Americans Prefer Making Payments Online
    • Food and Beverage Trends
      • Walmart a Popular Destination for Grocery Shopping
      • 34% of Black Gen Xers Spend at Least $150 Per Week on Groceries
        • Table Weekly Grocery Expenditure By Race, Generational Cohort and Gender, 2012 (index)
        • Table Weekly Grocery Expenditure: By Race, Generational Cohort and Gender, 2012 (percent)
      • African-American Consumers Among Most Receptive to New Food and Beverage Products
    • Coupon Use and Bargain-Based Shopping Tendencies Among Black Consumers
      • African-American Millennials and Women Swayed By Sales
      • Black Boomer and Seniors Put Emphasis on Quality Over Savings
    • Mobile and Internet Shopping Patterns of African-Americans
      • African-Americans-and Hispanics-Among Consumer Segments Embracing Mobile Shopping Technology Faster Than Other Groups
      • Social Networking Shapes African-Americans' Shopping Habits
    • Marketing to African-American Consumers
      • Advertising Helps Black Consumers See a Product's Real-Life Value
      • Marketers Must Reach Blacks Through Smartphones and the Internet, Not Just Television Commercials
      • Video Games Represent Burgeoning Fertile Ground for Product Placement Marketing Strategy
      • Unmarried Minority Moms Are Inroad to Generations of Future Shoppers
  • African-Americans and the Economy
    • African-American Population Reaches 44 Million
    • Buying Power at $1 Trillion, Projected to Reach $1.3 in 2017
      • Table Growth in African-American Buying Power, 2009-2014 and 2017 (in billion $)
    • African-American Consumer Confidence and Economic Outlook
      • African-Americans Face Unemployment Crisis
        • Table Employment Status of the Civilian Population: By Race, 2013 (numbers in thousands)
      • African-American Males 29% Less Likely To Be Employed Full-Time
        • Table Demographic Patterns for Full-Time Employment: By Gender, 2012 (index)
        • Table Demographic Patterns for Full-Time Employment: By Generational Cohort, 2012 (index)
      • African-American Boomers Most Likely To Be Temporarily Unemployed
        • Table Demographic Patterns for Temporary Unemployment: By Gender, 2012 (index)
        • Table Demographic Patterns for Temporary Unemployment: By Generational Cohort, 2012 (index)
      • Strong Optimism About the Economy
        • Table Demographic Patterns for Positive Expectations for American Economy: By Race/Ethnicity and Political Outlook vs. Household Income, 2012 (percent and index)
      • African-Americans Link Obama to Their Long-Term Economic Confidence
      • Buying Power of Black Consumers Far Too Often Underestimated
      • Impending Uptick in Employment to Boost African-American Buying Power
      • African-Americans Feel Less Financially Secure, Yet Are Optimistic About Future Finances
        • Table Demographic Patterns for Expecting Positive Change in Financial Status Over Coming 12 Months: By Gender, 2012 (index)
        • Table Demographic Patterns for Expecting Positive Change in Financial Status Over Coming 12 Months: By Generational Cohort, 2012 (index)
      • Black Consumers Among Most Likely to Make Medium- and Big-Ticket Purchase in Next 30 Days
        • Table Consumer Responses to the Question, "How Much Money Do You Expect to Spend on Household Essentials (i.e. Food, Gas, Etc.) in Next 30 Days Compared to Last 30 Days," 2010 and 2012 (index)
        • Table Consumer Responses to the Question, "How Likely Are You to Purchase a Medium-Ticket Item (i.e., Small Appliance, Electronics, Etc.) Within Next 30 Days," 2010 and 2012 (index)
        • Table Consumer Responses to the Question, "How Likely Are You to Purchase a Big-Ticket Item (i.e., Major Appliance, Car, Etc.) Within Next 30 Days," 2010 and 2012 (index)
  • Modern African-American Households
    • African-American Family Structure
      • Table Average Number of People per Household: By Race, 2013
      • One-Person, One-Adult Households More Common Among African-Americans Compared to Other Minorities
        • Table Demographic Patterns for Living Alone: By Gender, 2012 (index)
      • 22% of African-American Moms Are Single
        • Table Households by Race of Household Reference Person and Detailed Type, 2013 (numbers in thousands, except for percentages)
      • Older Black Consumers in Households Are Pivotal to Ethnic Spending
      • Nationwide Declining Urgency of Marriage
      • 34% of African-Americans Are Married, 44% Never Married
        • Table Marital Status of African-Americans 15 Years and Over: By Age and Sex, 2013 (in thousands)
        • Table Marital Status of African-Americans 15 Years and Over: By Age and Sex, 2013 (percentage)
        • Table Demographic Patterns for Being Married: By Gender, 2012 (index)
        • Table Demographic Patterns for Being Married: By Generational Cohort, 2012 (index)
      • 55% of African-American Children Live In One-Parent Households, 34% in Households with Married Parents
        • Table African-American Children by Presence and Type of Parent(s), 2013 (in thousands and percent)
      • African-American Females More Likely to Live in Households With Children
        • Table Demographic Patterns for Having Children in the Household: By Gender, 2012 (index)
        • Table Demographic Patterns for Having Children in the Household: By Generational Cohort, 2012 (index)
    • Family-based Shopping Psychographics
      • African-Americans Influenced by Children, Advertising
        • Table Family Related Psychographics Influencing Shopping Behavior, 2012 (index)
    • African-American Financial Status
      • Household Income
        • Table Households by Total Money Income and Race, 2002-2012 (percent)
        • Table Households by Total Money Income and Race, 2002-2012 (median and mean income)
        • Table Household Income: By Race, 2008, 2010, and 2012 (percent and index)
      • Use of Banks and Payment Cards Among African-Americans
        • Table Banking and Payment Card Related Psychographics Among African-Americans: By Household Income, 2012 (index)
        • Table Banking and Payment Card Related Psychographics Among African-Americans: By Household Income, 2012 (percent)
        • Table Purchase of Gift Cards in Past 12 Months: By Race, 2012 (index)
        • Table Purchase of Gift Cards in Past 12 Months: By Race, 2012 (percent)
      • Bill Paying Methods Used by African-American Consumers
        • Table Preferred Method of Paying Bills Among African-Americans: By Household Income, 2012 (index)
        • Table Preferred Method of Paying Bills Among African-Americans: By Household Income, 2012 (percent)
        • Table Methods for Paying Bills Among African-Americans: By Generational Cohort, 2012 (index)
        • Table Who Pays Your Bills, African-Americans: By Generational Cohort, 2012 (index)
      • How African-American Consumers View Money and Finance
        • Table Money and Finance Related Psychographic Among African-Americans: By Household Income, 2012 (index)
        • Table Money and Finance Related Psychographic Among African-Americans, By Household Income, 2012 (percent)
  • Overview of African-American Shoppers
    • How Generational and Gender Differences Affect Consumer Habits Among African-Americans
      • Marketers Must Cope With Rise of Millennial Consumers Who Are Less Loyal to Brands and Stores
      • Black Women, Millennials Seek Out Natural and Organic Products
      • Millennials are Social Shoppers
        • Table Psychographics Related to Shopping Tendencies: African-Americans by Generational Cohort and Gender, 2012 (index)
        • Table Psychographics Related to Shopping Tendencies: African-Americans by Generational Cohort and Gender, 2012 (percent)
    • Food and Beverage Trends
      • Walmart a Popular Destination for Grocery Shopping
        • Table Where African-Americans Grocery Shop: By Generational Cohort and Gender, 2012 (index)
        • Table Where African-Americans Grocery Shop: By Generational Cohort and Gender, 2012 (percent)
      • 34% of Black Gen Xers Spend at Least $150 Per Week on Groceries
        • Table Weekly Grocery Expenditure: By Race, Generational Cohort and Gender, 2012 (index)
        • Table Weekly Grocery Expenditure: By Race, Generational Cohort and Gender, 2012 (percent)
      • African-American Consumers Among Most Receptive to New Food and Beverage Products
      • Gen Xers and Millennials Are Adventurous, Artsy Eaters
      • Frozen, Store-Made, and Fast Foods Favored by Black Millennials
        • Table Psychographics Related to Food Shopping: African-Americans by Generational Cohort and Gender, 2012 (index)
        • Table Psychographics Related to Food Shopping: African-Americans by Generational Cohort and Gender, 2012 (percent)
        • Table Psychographics Related to Organic Food Product Purchasing: By Race, 2012 (index)
        • Table Psychographics Related to Organic Food Products Purchasing: By Race, 2012 (percent)
        • Table Psychographics Related to Low Fat/Fat Free Food Product Purchasing: By Race, 2012 (index)
        • Table Psychographics Related to Low Fat/Fat Free Food Product Purchasing: By Race, 2012 (percent)
    • Coupon Use and Bargain-Based Shopping Tendencies Among African-American Consumers
      • African-American Millennials and Women Swayed by Sales
      • Black Boomer and Seniors Put Emphasis on Quality Over Savings
        • Table Psychographics Related to Bargain-Based and Coupon Shopping: African-Americans by Generational Cohort and Gender, 2012 (index)
        • Table Psychographics Related to Bargain-Based and Coupon Shopping: African-Americans by Generational Cohort and Gender, 2012 (percent)
    • Shopping for Apparel
      • Willing to Spend Top Dollar for Better Quality Clothes
      • Novelty, New Experiences and New Styles Favored by African-Americans
      • African-Americans Are Less Brand Loyal, But Value Designer Labels
        • Table Psychographics Related to Shopping for Apparel: African-Americans by Generational Cohort and Gender, 2012 (index)
        • Table Psychographics Related to Shopping for Apparel: African-Americans by Generational Cohort and Gender, 2012 (percent)
    • Purchase of Eco-Friendly and Recycled Products
      • African-American Boomers Most Receptive to Buying Eco-Friendly and Recycled Products
        • Table Psychographics Related to Environment and Recycling: African-Americans by Generational Cohort and Gender, 2012 (index)
        • Table Psychographics Related to Environment and Recycling: African-Americans by Generational Cohort and Gender, 2012 (percent)
    • Mobile and Internet Shopping Patterns of African-Americans
      • African-Americans-and Hispanics-Among Consumer Segments Embracing Mobile Shopping Technology Faster Than Other Groups
      • Blacks Likely To Purchase Products Advertised on Cell Phones
        • Table Psychographics Related to Shopping and Receptiveness to Marketing on Cellphone: African-Americans by Generational Cohort and Gender, 2012 (index)
        • Table Psychographics Related to Shopping and Receptiveness to Marketing on Cellphone: African-Americans by Generational Cohort and Gender, 2012 (percent)
      • Social Networking Shapes African-Americans' Shopping Habits
        • Table Psychographics Related to Use of Internet When Shopping: African-Americans by Generational Cohort and Gender, 2012 (index)
        • Table Psychographics Related to Use of Internet When Shopping: African-Americans by Generational Cohort and Gender, 2012 (percent)
        • Table Internet Purchases in Past 12 Months: By Race, 2012 (index)
        • Table Internet Purchases in Past 12 Months: By Race, 2012 (percent)
        • Table Amount Spent on Internet Purchases and Method Used in Past 12 Months: By Race, 2012 (index)
        • Table Amount Spent on Internet Purchases and Method Used in Past 12 Months: By Race, 2012 (percent)
  • Marketing to African-American Consumers
    • Advertising Helps Black Consumers See a Product's Real-Life Value
      • Table Psychographics Related to Receptiveness and Recognition of Advertising: African-Americans by Generational Cohort and Gender, 2012 (index)
      • Table Psychographics Related to Receptiveness and Recognition of Advertising: African-Americans by Generational Cohort and Gender, 2012 (percent)
    • 34% of Gen X African American Parents Rely on Advertising When Choosing Products for Their Children
      • Table Psychographics Related to Receptiveness of Advertising Among Consumers Living With Children, by Race, Generational Cohort and Gender (percent and index)
    • Marketers Must Reach Blacks Through Smartphones and the Internet, Not Just Television Commercials
    • Marketing to African-Americans Through Movies Is Highly Effective
    • Black Boomers and Seniors Seek Out Familiar Brand Names on Packages
      • Table Psychographics Related to Brand Recognition and Purchase Tendencies: African-Americans by Generational Cohort and Gender, 2012 (index)
      • Table Psychographics Related to Brand Recognition and Purchase Tendencies: African-Americans by Generational Cohort and Gender, 2012 (percent)
    • Video Games Represent Burgeoning Fertile Ground For Product Placement Marketing Strategy
      • Table Psychographics Related to Receptiveness to Product Placement in Video Games: By Generational Cohort and Gender, 2012 (index)
      • Table Psychographics Related to Receptiveness to Product Placement in Video Games: By Generational Cohort and Gender, 2012 (percent)
    • Unmarried Minority Moms Are Inroad to Generations of Future Shoppers
      • Table Select Psychographics Related to Shopping Among African-American Women: By Marital Status, 2012 (index)

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