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The U.S. African-American Market, 6th Edition


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

The U.S. African American Market, the 6th edition of this Packaged Facts report, analyzes the consumer behavior and attitudes of the 38 million African American consumers, who have approximately the same purchasing power as Hispanics in the United States and wield robust purchasing power in many major metropolitan markets. The report begins with a section analyzing key demographic characteristics of the African American market such as population growth rates. The report continues with an in-depth analysis of the consumer behavior of African Americans and provides an overview of consumer expenditure patterns, shopping behavior, and profiles of consumer attitudes in key areas including food, health and pharmaceuticals, and technology and the Internet. Separate chapters analyze regional differences in African American consumer behavior and provide an in-depth look at African American families as a consumer unit. The next section includes a chapter on how African Americans spend leisure time—including an analysis of home entertainment activities, movie-going patterns, and vacation and travel preferences—and a chapter on media usage by Black consumers. The final section identifies key trends in the African American market, including buying power growth rates, emerging marketing strategies, and strategic trends and opportunities.

Multicultural marketers have appropriately assigned a high priority to the Hispanic market because Hispanics have emerged as the population segment expected to grow most rapidly in coming decades. However, the African American market remains highly important because it includes segments with the potential to outperform the purchasing power of their Hispanic counterparts. For example, there are significantly more African American families with an income of $75,000 or more (1.9 million vs. 1.6 million). The African American population has fewer married-couple families, but their mean income is nearly 17% higher than Hispanic married couples because African Americans are more likely to have both husband and wife in the labor force.

Report Methodology
The information in The U.S. African American Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in African American market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 25 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
Find out about the similarities and differences in African American consumers living in different regions of the country. Understand the unique dynamics of consumer behavior within the African American family. Discover how technology and the Internet are changing the consumer behavior and media usage habits of African Americans.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is interested in reaching the lucrative African American consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about African American consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the African American population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for African American consumers.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the African American consumer.
  • Advertising agencies to develop messages and images that compel African Americans to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Introduction
      • Background
      • Overview of Report
    • Scope and Methodology
      • Market Definition
      • Methodology
    • Profile of the African American Population
      • African American Population Totals 37.5 Million
      • Foreign-Born Black Population Shows Rapid Increase
      • Black Population Continues to Grow at Above-Average Rate
      • African American Population Will Exceed 40 Million in 2010
      • African Americans Influential in Younger Age Groups
      • Southern States Have Highest Percentage of African Americans
      • African Americans More Dispersed than Hispanics
      • Fast-Growing African American Populations Found throughout the United States
    • The Role of African Americans in the American Economy
      • African American Income Rising Faster than Average
      • Incomes of African Americans Continue to Outpace Hispanics'
      • Nearly 2 Million African American Households Have Incomes of $75,000 or More
      • Aggregate Income of Most Affluent Black Families Reaches $116 Billion
      • Number of Black Homeowners Grew by One-Third in Last Decade
      • Nearly 3.3 Million African Americans Have Bachelors Degree or More
      • Black Women's Educational Attainment Outpaces Black Men's
      • Blacks More Likely to Be in Labor Force
    • Overview of African American Consumers
      • Differences in Consumer Expenditure Patterns Analyzed
      • African Americans Enjoy Shopping More
      • Black Shoppers Are Browsers
      • Brand Awareness Higher, Brand Loyalty Lower
    • Highlights of Consumer Behavior
      • African Americans Closing the Digital Divide
      • African Americans as Likely to Use Internet as All U.S. Adults
      • Cell Phones Just as Common
      • African American Consumers Try to Take Care of Their Health
      • African Americans Trust OTC Remedies more than Prescription Drugs
      • Black Consumers Equate Drugs' Cost with Effectiveness
      • African Americans More Receptive to Drug Company Advertising
      • Looks More Important than Safety When Buying a Car
      • African American Drivers Want New Cars
      • Foreign Cars Impress African Americans More
      • Black Consumers Interested in Trying New Drinks
      • Black Women Focus Less on Cooking
      • Eating Habits Vary
    • African Americans: A Regional Perspective
      • Blacks in Northeast and West Relatively More Affluent
      • African Americans in Northeast Most Driven to Succeed in Careers
      • Attitudes toward Family Vary by Region
      • Southern Blacks Least Likely to Go Shopping Frequently
      • Brand Awareness Higher in Northeast
      • Southern Blacks less Fashion Forward
      • African Americans in Northeast Focus on Looking Young and Staying Slim
      • Regional Differences in African American Market More Profound than in General Market
    • The African American Family as a Consumer Unit
      • Black Parents Feel Less Financially Secure
      • African American Families Find It Hard to Save
      • Black Parents More Driven to Succeed
      • Black Parents Have More Traditional Childrearing Attitudes
      • Shopping Not a Family Affair for African Americans
      • Married-Couple Parents Less Likely to Indulge Kids
      • Single Moms Influenced by Kids' Ideas about Brands
      • African American Parents More Fashion-Conscious
      • Prepared Foods More Common in Black Families
    • Use of Leisure Time
      • African Americans Have More Leisure Time and Spend It Differently
      • African Americans' Home Electronics Budget Much Higher than Average
      • African American Households Contain More Video Products
      • Black Households More Likely to Buy Rather than Rent DVDs
      • Music Choices Show Cultural Divide
      • African Americans are Moviegoers
      • African Americans Travel Less Often
      • Cruises Become More Popular
      • Theme Parks More Popular among African Americans
    • Media Usage
      • Black Newspaper Readers Younger than Average
      • African Americans More Likely to Turn to Magazines
      • Significant Overlap in Most Popular Magazine Titles but Clear Differences Remain
      • Television Gets More Attention in Black Households
      • Primetime Viewing Habits Analyzed
      • BET Tops List of Cable Services Popular with African American Men
      • Lifetime Most Popular Cable TV Service among Black Women
      • Viewers' Tastes in Weekly TV Shows Diverge
      • Greater Disparity in Cable TV Program Choices of Women
      • Black Women Most Likely to Tune in Radio
      • Radio Format Preferences Distinct
      • Internet Begins to Weaken Appeal of Traditional Media among African Americans
    • Marketing and Advertising Trends
      • Some Observers Perceive Lack of Attention to African American Market
      • African American Marketing Seen as Losing Ground to Hispanic Campaigns
      • Targeted Marketing Still Seen as Vital
      • Hip-Hop Culture Continues to Drive Many Campaigns
      • Traditional African American Marketing Strategies Still Used
    • African American Buying Power
      • African American Consumers Key to Profits in Many Industries and Product Areas
      • African American Buying Power at $762 Billion
      • African American Buying Power Will Reach $981 Billion in 2010
    • Trends and Opportunities
      • African Americans Keep Moving to the South and Flocking to the Suburbs
      • African American Market Still Outpaces Hispanic Market in Key Areas
      • African Americans Prime Customers for New Technology
      • Affluent African Americans Continue to Offer Increasing Promise
  • Demographic Overview
    • Profile of the African American Population
      • Current Size and Projected Growth of the African American Population
        • Table Profile of the Black Population of the United States by Race Alone and Hispanic Origin, 2004 (in thousands)
        • Table U.S. Population by Race and Hispanic Origin, 2004 (in thousands)
        • Table Ancestry and Place of Birth of Foreign-Born African Americans, 2004 (in thousands)
        • Table Population Growth, African Americans vs. Other Population Groups, April 2000-2004 (in thousands)
        • Table Projected Population Growth, African Americans vs. Other Population Groups, 2005 vs. 2010 (in thousands)
      • Age and Gender
        • Table Population by Selected Age Group, African Americans vs. Other Population Groups, 2004 (in thousands)
        • Table African Americans as Percent of Total Population by Selected Age Group, July 2004 (in thousands)
        • Table Population by Selected Age Group, African Americans vs. Other Population Groups, 2004 (in thousands)
      • Geographic Distribution
        • Table States with Largest African American Populations, 2004
        • Table States with Highest Percentage of African Americans, 2004
        • Table Distribution of Population by State, African Americans vs. Hispanics (in thousands)
        • Table States with Fastest-Growing African American Populations, 2000-2004 (in thousands)
  • The Role of African Americans in the American Economy
    • Economic Profile
      • African American Income Rising Faster than Average
        • Table Aggregate Personal and Household Income, African Americans vs. Other Population Groups, 1984 vs. 2004 (in millions)
      • Middle-Income African Americans More Common
        • Table Distribution of Mean Income of People 15 Years and Over, African Americans vs. All People, 2004 (in thousands)
        • Table Distribution of Mean Income of Males 15 Years and Over, African American vs. All Males, 2004 (in thousands)
        • Table Distribution of Mean Income of Females 15 Years and Over, African American vs. All Females, 2004 (in thousands)
      • Incomes of African Americans Continue to Outpace Hispanics'
        • Table Mean Income of People 15 Years and Over, African Americans vs. Other Population Groups, 2004
        • Table Income per Household Member, African Americans vs. Other Population Groups, 1992 vs. 2004
        • Table Mean Household and Family Income, African Americans vs. Other Population Groups, 2004
        • Table Mean Income of Families by Type, African Americans vs. Other Population Groups, 2004
      • Nearly 2 Million African American Households Have Incomes of $75,000 or More
        • Table Distribution of Total Money Income of Households, African Americans vs. Other Population Groups, 2004 (in thousands)
        • Table Distribution of Income of Families, African Americans vs. Other Population Groups, 2004 (in thousands)
        • Table Distribution of Income of Married-Couple Families, African American vs. All Married-Couple Families, 2004 (in thousands)
      • Aggregate Income of Most Affluent Black Families Reaches $116 Billion
        • Table Mean Income and Aggregate of Most Affluent African American Families, 2004
      • Number of Black Homeowners Grew by One-Third in Last Decade
        • Table Household Tenure by Household Type, African Americans vs. All Households, 2005 (in thousands)
        • Table Number of Owner-Occupied Households, African American vs. All Households, 1995 vs. 2005 (in thousands)
    • Educational Attainment and Employment Patterns
      • African American College Enrollment Tops 2 Million
        • Table College Enrollment of the Population 18 Years and Over by Age Group, African Americans vs. All People, 2004 (in thousands)
      • Black Women More Likely to Attend College
        • Table College Enrollment of African Americans 18 Years and Over by Age Group and Gender, 2004 (in thousands)
        • Table Females as Percent of Total College Enrollment by Age Group, African American vs. All Women, 2004 (in thousands)
      • Nearly 3.3 Million African Americans Have Bachelors Degree or More
        • Table Educational Attainment of the Population with Earnings 18 Years and Over, African Americans vs. All People, 2005 (in thousands)
        • Table Educational Attainment of the Population with Earnings 18 Years and Over, African Americans vs. Hispanics, 2005 (in thousands)
      • Black Women's Educational Attainment Outpaces Black Men's
        • Table Educational Attainment of African Americans with Earnings 18 Years and Over, by Gender, 2005 (in thousands)
      • Blacks More Likely to Be in Labor Force
        • Table Labor Force Status of People 20 Years Old and Over, Hispanics vs. Non-Hispanics, 2004 (in thousands)
        • Table Employment Status of the Population 16 Years of Age and Over, by Race and Hispanic Origin, 2004
      • Occupational Patterns Analyzed
        • Table Occupations of Men, African American vs. All Men, 2005 (in thousands)
        • Table Occupations of Women, African American vs. All Women, 2005 (in thousands)
        • Table Leading Occupations of African American Men and Women, 2005 (in thousands)
  • Understanding the African American Consumer
    • Overview of African American Consumers
      • Profile of African American Consumer Units
        • Table Expenditures of African American Consumer Units as Percent of Before-Tax Income
        • Table Characteristics of Consumer Units, African American Consumer Units vs. All Consumer Units
      • Summary of African American Consumer Expenditure Patterns
        • Table Consumer Expenditures Categories for Which African Americans Spend a Higher Percentage of Their Total Budget than All Consumer Units
        • Table Consumer Expenditures Categories for Which African Americans Spend a Lower Percentage of Their Total Budget than All Consumer Units
      • Overview of Shopping Behavior and Buying Patterns
        • Table Attitudes toward Shopping, African Americans vs. All U.S. Adults by Gender
        • Table In-Store Shopping Behavior of African Americans by Gender
        • Table Shopping for Bargains, African Americans vs. All U.S. Adults by Gender
        • Table Brand Awareness of African Americans by Gender
  • Highlights of Consumer Behavior
    • Use of Computers and the Internet
      • African Americans Closing the Digital Divide
        • Table Ownership of Home Computers, African American vs. All Households
      • Black Women Likely to Use Computer at Work
        • Table Use of Computer at Work, African Americans vs. All U.S. Adults by Gender
      • African Americans as Likely to Use Internet as All U.S. Adults
        • Table Overview of Internet Usage, African Americans vs. All U.S. Adults
      • African Americans Less Likely to Go Online Often
        • Table Frequency of Internet Use, African Americans. vs. All U.S. Adults
      • Internet Changes Way African Americans Plan Shopping Trips but Online Buying Remains Less Robust
        • Table Impact of the Internet on Shopping Behavior, African Americans vs. All U.S. Adults by Gender
        • Table Online Activities Last 30 Days, African American Men vs. All U.S. Men
        • Table Online Activities Last 30 Days, African American Women vs. All U.S. Women
    • Telecommunications
      • African Americans Spend More on Telecommunications
      • Cell Phones Just as Common
      • Blacks More Likely to Use Broad Array of Telecommunications Services
        • Table Use of Cellular/Wireless Services, African Americans vs. All U.S. Adults by Gender
        • Table Use of Telephone Services, African Americans vs. All U.S. Adults by Gender
      • Prepaid Calling Cards Less Often Used
        • Table Use of Telephone Credit Cards, African Americans vs. All U.S. Adults by Gender
    • Health and Pharmaceuticals
      • Health Expenditures Lower than Average
        • Table Annual Expenditures for Health Care by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
      • African American Consumers Try to Take Care of Their Health
        • Table Attitudes toward Maintaining Personal Health, African Americans vs. All U.S. Adults by Gender
      • Relationship with Physicians Complex
        • Table Attitudes toward Physicians, African Americans vs. All U.S. Adults by Gender
      • African Americans More Likely to Use Hardcopy Sources of Health Information
        • Table Sources of Health Information, African Americans vs. All U.S. Adults by Gender
      • Black Consumers Turn to Medicines Faster
        • Table Use of Medications, African Americans vs. All U.S. Adults by Gender
      • African Americans Trust OTC Remedies more than Prescription Drugs
        • Table Prescription vs. Over-the-Counter Remedies, African Americans vs. All U.S. Adults by Gender
      • Black Consumers Equate Drugs' Cost with Effectiveness
        • Table Attitudes toward Cost of Prescription Drugs, African Americans vs. All U.S. Adults by Gender
      • African Americans More Receptive to Drug Company Advertising
        • Table Attitudes toward Drug Advertising, African Americans vs. All U.S. Adults by Gender
      • Black Consumers See Less Value in Vitamins
        • Table Attitudes toward Vitamins, African Americans vs. All U.S. Adults by Gender
      • African American Men More Interested in Alternative Medicine
        • Table Attitudes toward Non-traditional Medicine, African Americans vs. All U.S. Adults by Gender
    • Automobiles
      • Vehicle Purchase Expenditures Analyzed
        • Table Annual Expenditures for Vehicle Purchases and Related Expenses by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
      • Looks More Important than Safety
        • Table Reasons for Buying a Vehicle, African Americans vs. All U.S. Adults by Gender
      • Auto Technology and Horsepower Less Important to African American Men
        • Table Interest in Automotive Technology, African Americans vs. All U.S. Adults by Gender
      • African American Drivers Want New Cars
        • Table Attitudes toward New Cars, African Americans vs. All U.S. Adults by Gender
      • Foreign Cars Impress African Americans More
        • Table Foreign vs. Domestic Cars, African Americans vs. All U.S. Adults by Gender
    • Food at Home
      • Food at Home Gets High Priority
        • Table Annual Expenditures for Food at Home by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
        • Table Expenditures on Meats, Poultry, Fish, and Eggs, African American vs. All Consumer Units
      • Black Consumers Interested in Trying New Drinks
        • Table Attitudes toward Trying New Foods, African Americans vs. All U.S. Adults by Gender
      • Black Women Focus Less on Cooking
        • Table Attitudes toward Cooking, African American Women vs. All U.S. Women
      • Eating Habits Vary
        • Table Eating Habits, African Americans vs. All U.S. Adults by Gender
      • African Americans More Relaxed about Fattening Foods
        • Table Attitudes toward Dieting, African Americans vs. All U.S. Adults by Gender
  • African Americans: A Regional Perspective
    • Demographic Overview
      • South Most Significant Market Region
        • Table African American Population by Region, 2004 (in thousands)
        • Table African Americans as Percent of Total Population of Region, 2004 (in thousands)
      • Blacks in Northeast and West Relatively More Affluent
        • Table Mean and Aggregate Income of African Americans 15 Years Old and Over by Region, 2004
        • Table African American Aggregate Income vs. Population by Region, 2004 (in thousands)
        • Table Mean and Aggregate Income of African American Families by Region, 2004
        • Table African American Aggregate Family Income vs. Number of Families by Region, 2004 (in thousands)
    • Social Values
      • Regional Profile of African Americans Differs
        • Table Social and Religious Values of All U.S. Adults by Region
        • Table Social and Religious Values of African Americans by Region
      • African Americans in Northeast Most Driven to Succeed in Careers
        • Table Attitudes toward Work and Money, African Americans by Region
      • Blacks in Northeast Feel More Financially Secure
        • Table Attitudes toward Personal Finance, African Americans by Region
      • Attitudes toward Family Vary by Region
        • Table Attitudes toward Family, African Americans by Region
      • African Americans in Northeast More Tolerant of Children
        • Table Attitudes toward Children, African Americans by Region
    • Regional Differences and Similarities in Consumer Behavior
      • Southern Blacks Least Likely to Go Shopping Frequently
        • Table Shopping Attitudes and Behavior, African Americans by Region
      • Blacks in Central Region Less Motivated by Price When They Shop
        • Table Price Sensitivity of African Americans by Region
      • Brand Awareness Higher in Northeast
        • Table Brand Awareness of African Americans by Region
      • Southern Blacks less Fashion Forward
        • Table Fashion Attitudes of African Americans by Region
      • African Americans in Northeast Focus on Looking Young and Staying Slim
        • Table Self-Image of African Americans by Region
        • Table Attitudes toward Dieting, African Americans by Region
      • Regional Differences in African American Market More Profound than in General Market
        • Table Key Consumer Attitudes in South and Northeast, African Americans vs. All Adults
  • The African American Family as a Consumer Unit
    • Family Structure
      • African American Households Show Distinct Profile
        • Table Marital Status of People 15 Years Old and Over, African Americans vs. All People, 2004 (in thousands)
        • Table Household Type, African American vs. All Households, 2005 (in thousands)
      • African American Households Average Size
        • Table Size of Households, African Americans vs. All Households, 2005 (in thousands)
      • Black Families Larger than Average
        • Table Size of Family Households, African Americans vs. All Households, 2005 (in thousands)
        • Table Presence of Siblings in Families, African American Children vs. All Children, 2004 (in thousands)
      • Single Moms Head Majority of Black Families with Children
        • Table Families with Children under 18 Years Old by Type of Family, African American vs. All Families, 2005 (in thousands)
        • Table Marital Status of Parents and Living Arrangements of Children, African American Children vs. Other Children, 2004 (in thousands)
        • Table African American Children Living with Grandparents, 2004 (in thousands)
    • Family Finances
      • More than One-Third of African American Kids Have Single Mom Who Works
        • Table Labor Force Status of Parents, African American Children vs. Other Children, 2004 (in thousands)
      • Stay-at-Home Moms in Married-Couple Families Less Common
        • Table Stay-at-Home Moms in Married-Couple Families with Children under 15, African American Children vs. All Children, 2004 (in thousands)
        • Table Number of Earners in Family Households, African American vs. All Family Households, 2005
      • Nearly 1.6 Million Black Children Live in Families with Incomes of $75,000 or More
        • Table Mean Income of Married-Couple Families with Children, African Americans vs. Other Population Groups
        • Table Income of Families with Children, African American Children vs. Other Children (in thousands)
      • Black Parents Feel Less Financially Secure
        • Table Indicators of Financial Confidence, Married-Couple Parents vs. Single Mothers
      • African American Families Find It Hard to Save
        • Table Attitudes toward Saving and Spending, Married-Couple Parents vs. Single Mothers
        • Table Attitudes toward Money of 6- to 11-Year-Olds, African Americans vs. All Kids
        • Table Attitudes toward Money of 12- to 17-Year-Olds, African Americans vs. All Teens
      • Black Parents Underserved by Financial Services Industry
        • Table Use of Financial Services, Married-Couple Parents vs. Single Mothers
      • One-Third of African American Married-Couple Parents Have Investments
        • Table Use of Financial Services, Married-Couple Parents vs. Single Mothers
      • Life Insurance Gets Above-Average Priority
        • Table Life Insurance and Health Insurance Coverage, Married-Couple Parents vs. Single Mothers
      • African American Parents More Likely to Give Kids an Allowance
        • Table Income Sources of 6- to 11-Year-Olds, African Americans vs. All Kids
        • Table Amount of Weekly Allowances/Chores Earnings of 6- to 11-Year-Olds, African Americans vs. All Kids
        • Table Income Sources of 12- to 17-Year-Olds, African Americans vs. All Teens
    • Family Values
      • Black Parents More Ambitious
        • Table Attitudes toward Work and Family, Married-Couple Parents vs. Single Mothers
      • Black Parents Have More Traditional Childrearing Attitudes
        • Table Attitudes toward Children, Married-Couple Parents vs. Single Mothers
        • Table 12- to 17-Year-Olds' Views of Their Parents and Family, African American vs. All Teens
    • Highlights of Consumer Behavior of African American Families
      • Shopping Not a Family Affair for African Americans
        • Table Attitudes of African American Parents toward Shopping, Married-Couple Parents vs. Single Mothers
        • Table Attitudes toward Shopping with Family and Friends, Married-Couple Parents vs. Single Mothers
      • Single Moms More Likely to Indulge Kids
        • Table Attitudes toward Indulging Their Kids, Married-Couple Parents vs. Single Mothers
      • Single Moms Influenced by Kids' Ideas about Brands
      • African American Households Above-Average Spenders on Apparel
        • Table Annual Expenditures for Apparel and Services by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
        • Table Annual Expenditures for Children's Apparel and Footwear, African Americans vs. All Consumer Units
      • African American Parents More Fashion-Conscious
        • Table Attitudes toward Fashion and Style, Married-Couple Parents vs. Single Mothers
        • Table Attitudes toward Shopping and Buying Clothes, Married-Couple Parents vs. Single Mothers
      • African American Parents Role Models for Teens in Fashion Area
      • African American Parents More Likely to Let Their Kids Pick Their Own Jeans and Sneakers Brands
        • Table 6- to 11-Year-Olds' Perception of Their Consumer Autonomy, African Americans vs. All Kids
      • Black Families More Concerned about Counting Calories
        • Table Attitudes toward Fattening Foods, Married-Couple Parents vs. Single Mothers
        • Table Attitudes toward Dieting, Married-Couple Parents vs. Single Mothers
        • Table Attitudes of 12- to 17-Year-Olds toward Weight Control, African American vs. All Teens
      • Prepared Foods More Common in Black Families
        • Table Attitudes toward Healthy Eating, Married-Couple Parents vs. Single Mothers
        • Table Attitudes toward Prepared Foods, Married-Couple Parents vs. Single Mothers
      • Fast Food More Popular with Married-Couple African American Families
        • Table Attitudes toward Fast Food, Married-Couple Parents vs. Single Mothers
  • Use of Leisure Time
    • Overview
      • African Americans Have More Leisure Time
        • Table Average Hours Spent per day in Primary Activities, African Americans vs. All U.S. Adults
      • Leisure-Time Activities Differ
        • Table Average Hours Spent per day in Leisure and Sports Activities, African Americans vs. All U.S. Adults
      • Entertainment Expenditures Geared toward Home Entertainment
        • Table Annual Expenditures for Entertainment by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
        • Table Annual Expenditures for Household Furnishings and Equipment by Amount and Percent of Total Expenditures, African Americans vs. All Consumer Units
    • Home Entertainment
      • African Americans' Home Electronics Budget Much Higher than Average
      • African Americans Place High Value on Consumer Electronics
        • Table Attitudes toward Consumer Electronics Products, African Americans vs. All U.S. Adults by Gender
      • Price Less of a Concern for African American Buyers of Consumer Electronics
        • Table Attitudes toward Price When Buying New Consumer Electronics Products, African Americans vs. All U.S. Adults by Gender
      • African American Households Contain More Video Products
        • Table Ownership of Video Products, African Americans vs. All U.S. Adults by Gender
      • Black Households More Likely to Buy Rather than Rent DVDs
        • Table Movie Genres Rented/Bought on DVD, African Americans vs. All U.S. Adults
      • Audio Products Less Visible in Black Households
        • Table Ownership of Audio Products, African Americans vs. All U.S. Adults by Gender
      • Music Choices Show Cultural Divide
        • Table Most Popular Music Types, African Americans vs. All U.S. Adults
        • Table Most Popular Music Types, African American Men vs. All U.S. Men
        • Table Most Popular Music Types, African American Women vs. All U.S. Women
    • Going to the Movies
      • African Americans are Moviegoers
        • Table Movie Attendance, African Americans vs. All U.S. Adults by Gender
      • Blacks See Movies Right After They Open
        • Table When People Usually See a Movie, African Americans vs. All U.S. Adults by Gender
      • Action/Adventure Films and Comedies Get Nod
        • Table Movie Genre Seen in Theaters, African Americans vs. All U.S. Adults by Gender
      • African Americans Prime Targets for In-Theater Ads
    • Travel
      • Wide Gender Gap in Vacation Planning
        • Table Attitudes toward Travel, African Americans vs. All U.S. Adults by Gender
      • African Americans Travel Less Often
        • Table Domestic Round Trips Taken in Last 12 Months, African Americans vs. All U.S. Adults
        • Table Profile of Domestic Trips Taken in Last 12 Months, African Americans vs. All U.S. Adults
      • Cruises Become More Popular
      • Theme Parks More Popular among African Americans
  • Media Usage
    • Print Media
      • Black Newspaper Readers Younger than Average
        • Table Attitudes toward Newspapers, African Americans vs. All U.S. Adults by Gender
        • Table Newspaper Readership, African Americans vs. All U.S. Adults by Gender
        • Table Demographics Related to Newspaper Readership, African Americans vs. All U.S. Adults
      • African Americans More Likely to Turn to Magazines
        • Table Attitudes toward Magazines, African Americans vs. All U.S. Adults by Gender
      • Magazine Preferences Differ
        • Table Most Popular Publication Types, African American Men vs. All U.S. Men
        • Table Most Popular Publication Types, African American Women vs. All U.S. Women
      • Significant Overlap in Most Popular Magazine Titles but Clear Differences Remain
        • Table Most Popular Magazines, African American Men vs. All U.S. Men
        • Table Similarities and Differences in Magazines Popular with African American Men and All U.S. Men
        • Table Most Popular Magazines, African American Women vs. All U.S. Women
        • Table Similarities and Differences in Magazines Popular with African American Women and All U.S. Women
      • Black Magazines Outpace General-Market Publications
    • Television
      • Television Gets More Attention in Black Households
        • Table African American Attitudes toward Television by Gender
      • African Americans More Interested in Video on Demand
        • Table Pay-Per-View and Video on Demand, African American vs. All U.S. Households
      • Primetime Viewing Habits Analyzed
        • Table Primetime Network TV Viewing Habits, African American Men vs. All U.S. Men
        • Table Primetime Network TV Viewing Habits, African American Women vs. All U.S. Women
        • Table Broadcast Networks Viewed in Primetime by 18- to 49-Year-Olds, African Americans vs. All U.S. Adults by Gender
      • BET Tops List of Cable Services Popular with African American Men
        • Table Most Popular Cable TV Services, African American Men vs. All U.S. Men
        • Table Similarities and Differences in Cable TV Services Popular with African American Men and All U.S. Men
      • Lifetime Most Popular Cable TV Service among Black Women
        • Table Most Popular Cable TV Services, African American Women vs. All U.S. Women
        • Table Similarities and Differences in Cable TV Services Popular with African American Women and All U.S. Women
      • Viewers' Tastes in Weekly TV Shows Diverge
        • Table Most Popular Once-a-Week TV Programs, African American Men vs. All U.S. Men
        • Table Similarities and Differences in Once-a-Week TV Shows Popular with African American Men and All U.S. Men
        • Table Most Popular Once-a-Week TV Programs, African American Women vs. All U.S. Women
        • Table Similarities and Differences in Once-a-Week TV Shows Popular with African American Women and All U.S. Women
      • Greater Disparity in Cable TV Program Choices of Women
        • Table Most Popular Cable TV Programs, African American Women vs. All U.S. Women
        • Table Similarities and Differences in Cable TV Shows Popular with African American Women and All U.S. Women
      • New Family-Oriented Cable Outlets Take on BET
    • Radio
      • Black Women Most Likely to Tune in Radio
        • Table Radio Listening by Daypart, African Americans vs. All U.S. Adults by Gender
      • Radio Format Preferences Distinct
        • Table Most Popular Radio Formats, African American Men vs. All U.S. Men
        • Table Most Popular Radio Formats, African American Women vs. All U.S. Women
      • Talk Radio Seen as Next Frontier for African American Radio
    • Impact of the Internet on Media Usage
      • Internet Begins to Weaken Appeal of Traditional Media among African Americans
        • Table Impact of the Internet on African American Media Usage by Gender
      • Online Media Activities Listed
        • Table Online Media Activities Last 30 Days, African American Men vs. All U.S. Men
        • Table Online Media Activities Last 30 Days, African American Women vs. All U.S. Women
        • Table Websites Visited Last 30 Days, African Americans vs. All U.S. Adults
        • Table Websites Visited Last 30 Days, African American Men vs. All U.S. Men
        • Table Websites Visited Last 30 Days, African American Women vs. All U.S. Women
  • Key Trends in the African American Market
    • Marketing and Advertising Trends
      • Overview of Marketing Strategies
        • Table Attitudes of African Americans toward Outdoor Advertising, by Gender
      • Marketing Case Studies
  • African American Buying Power
    • Aggregate Expenditures of African American Consumer Units
      • African American Consumers Key to Profits in Many Industries and Product Areas
        • Table Consumer Expenditure Categories with Higher than Expected Share of Aggregate Expenditures by African American Households (in millions)
      • Food Industry Depends Heavily on African American Consumers
        • Table Aggregate Annual Expenditures by African American Consumer Units for Food and Beverages, (in millions)
      • African Americans Spend Nearly $11 Billion on Household Furnishings and Equipment
        • Table Aggregate Annual Expenditures by African American Consumer Units for Household Furnishings and Equipment (in millions)
      • Apparel Expenditures Approach $22 Billion
        • Table Aggregate Annual Expenditures by African American Consumer Units for Apparel, (in millions)
      • African American Consumer Units Spend $74 Billion for Vehicles and Related Expenses
        • Table Aggregate Annual Expenditures by African American Consumer Units for Vehicle Purchases and Related Expenses (in millions)
      • Consumer Electronics and Personal-Care Products Other Key Areas
        • Table Aggregate Annual Expenditures by African American Consumer Units for Entertainment (in millions)
        • Table Aggregate Annual Expenditures by African American Consumers for Personal-Care Products and Services, Reading Materials, and Education (in millions)
    • African American Buying Power
      • Buying Power Used as Measure of African American Market
      • African American Buying Power at $762 Billion
        • Table African American Buying Power by Key Consumer Segment, 2005
      • African American Buying Power Will Reach $981 Billion in 2010
        • Table Projected Growth in African American Buying Power, 2005-2010
  • Trends and Opportunities
    • Strategic Trends
      • African and West Indian Immigrants Change Profile of Key Metro Markets
      • African Americans Keep Moving to the South and Flocking to the Suburbs
        • Table Domestic Migration by African Americans across Regions of the United States, 1997-2004 (in thousands)
    • Emerging Opportunities
      • African American Market Still Outpaces Hispanic Market in Key Areas
        • Table Comparison of Key Demographic Characteristics of African Americans and Hispanics
      • African American Market Offers Growing Opportunities for Travel Industry
      • African Americans Prime Customers for New Technology
      • Marketers See Increasing Potential in Faith-Based Segment of African American Market
      • Affluent African Americans Continue to Offer Increasing Promise
        • Table Growth in Number of People with Income of $50,000 or More, African Americans vs. All, 1994 vs.2004
  • Geographic Definitions
  • Addresses of Selected U.S. African American Market Resources

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