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The African-American Market in the U.S., 8th Edition


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

With a population of 40 million and buying power approaching $1 trillion in 2010, African Americans are a key segment in an American economy that increasingly depends upon the needs and preferences of multicultural consumers. The historic election of the country’s first African-American president created a feeling of pride and a sense of empowerment among black Americans. 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.

The 8th edition of Packaged Facts' The African-American Market in the U.S. focuses on how African-American consumers are responding to the challenges of today’s economy as they shop in department stores, supermarkets, drug stores and other retail outlets as well as online and from catalogs. 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. The report pays particular attention to the attitudes and behavior of affluent African-American shoppers.

The report begins with an assessment of trends shaping the African-American market and identifies opportunities available to marketers interested in reaching out to African-American consumers. It continues with a forecast of the growth of the buying power of African Americans through 2014 and provides a detailed demographic profile of the African-American population. The next chapter provides an overview of the attitudes and behavior of African-American shoppers. Individual chapters provide an in-depth view of African-American consumers when they shop for food, clothes, drug-store items and home electronics and furnishings. The report concludes with a detailed analysis of the shopping behavior of African Americans with a household income of $100,000 or more.

Read an excerpt from this report below.


Market Insights: A Selection From The Report


Cents-Off Coupons Not as Interesting to African-American Shoppers

African-American households are less likely than other households to use cents-off coupons of all kinds. As is the case with other households, color leaflets inserted in newspapers are most likely to be used. African-American consumers are about as likely as other households to have ever used an on-shelf coupon machine in a store. They are most likely to redeem cents-off coupons in supermarkets and for food and grocery items. [Table 5-18]

Shopping Cart Ads More Likely to Engage Black Shoppers

When black consumers are in stores, they are more likely than other shoppers to notice advertising on shopping carts (18% vs. 13%) and video monitor displays (21% vs. 18%). They also are slightly more likely to notice radio and public address announcements (29% vs. 27%). They are much less likely to pay attention to signs on merchandise racks and shelves (42% vs. 50%), free-standing displays with products (38% vs. 48%) and promotions or displays at the end of aisles (35% vs. 45%). [Table 5-21]

African-American Moms Pay More Attention to In-Store Advertising in Supermarkets

Black women as a whole are less likely than other women to pay attention to various types of advertising and promotions used in supermarkets. However, both single and married African-American women with children are much more likely than their counterparts in other population segments to refer to a range of in-store advertising and promotional activities when they are shopping in a supermarket. For example, compared to other married women with children, married black moms are more likely to refer to advertising on the floor (59% vs. 53%), advertising on shopping carts (20% vs. 15%), in-store announcements (49% vs. 41%), radio/public address announcements (45% vs. 29%) and video monitor displays (32% vs. 17%). [Tables 6-10 and 6-11]

In the News


Buying Power of African American Consumers Approaching $1 Trillion in 2010

New York, January 20, 2010 With a population of 40 million and buying power approaching $1 trillion in 2010, African Americans are a key segment in an economy that increasingly depends upon the needs and preferences of multicultural consumers, according to The African American Market in the U.S., 8th Edition by leading market research publisher Packaged Facts.

“With such financial clout, marketing efforts to reach out to African Americans are likely to increase,” says Don Montuori, publisher of Packaged Facts. “Major consumer products marketers have begun to align their strategies with the multicultural majority emerging in the U.S. and some have even indicated that multicultural consumers have become their core focus as they strategize and set their sights on the next ten years.”

The African American population is smaller than the U.S. Hispanic market, but the disposable personal income of both African American and Latino consumers is projected to trend comparably over the next five years, with each experiencing cumulative growth of at least 28% from 2009-2014. Packaged Facts estimates that the buying power of black consumers in the U.S. will increase to $1.2 trillion by the end of the forecast period.

The African American consumer population has been hit especially hard by the recent recession, with unemployment rates for blacks exceeding that of any other major population group. Nevertheless, several sources cited in the report indicate that the sense of empowerment created by the election of Barack Obama has spurred blacks to adopt a more optimistic vision of the future than that held by other Americans. This includes greater optimism regarding their own personal finances and a general proclivity to agree that they are less likely to hold off making big-ticket purchases such as automobiles in the near future.

The African American Market in the U.S., 8th Edition focuses on how African American consumers are responding to the challenges of today’s economy as they shop in department stores, supermarkets, drug stores and other retail outlets as well as online and from catalogs. 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. In addition, the report pays particular attention to the attitudes and behavior of affluent African American shoppers. Primary data on African American consumer behavior are drawn from the Summer 2009 Experian Simmons National Consumer Study (NCS).

About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.


With a population of 40 million and buying power approaching $1 trillion in 2010, African Americans are a key segment in an American economy that increasingly depends upon the needs and preferences of multicultural consumers.

Packaged Facts' new market study, The African-American Market in the U.S., 8th Edition, 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.

  • Assessment of the trends shaping the African-American market with an emphasis on opportunities available to marketers.

  • Financial forecast of buying power held by African Americans through 2014 and detailed demographic profiles of the African-American population.

  • In-depth examination of attitudes and behavior of African-American shoppers as it applies to food, clothes, drug-store items and home electronics and furnishings.

  • Unique perspective on the shopping behavior of affluent African Americans consumers.

    • Executive Summary
      • Introduction
        • Background
        • Overview of the Report
      • Scope and Methodology
        • Market Definition
        • Methodology
      • Trends and Opportunities
        • Sense of Empowerment Leads to Greater Optimism among Black Consumers
        • African Americans Maintain Key Role in Multicultural America
        • African-American Market Affected by Growing Corporate Focus on Emergence of Multicultural Majority
        • Social Media Provide New Outlets for Marketing to Black Consumers
        • Television Continues to Have Strong Payoff for Advertisers
        • Affluent African Americans Represent Growing Opportunity
        • Black Shoppers Generate Opportunities for Multiple Retailers
      • Looking Ahead: Size of the African-American Market in 2010 and Beyond
        • Black Population Reaches 39 Million
        • African-American Population Will Approach 42 Million in 2014
        • Measuring the Size of the African-American Market
        • African-American Buying Power Will Reach $1.2 Trillion in 2014
      • Demographic Profile of the African-American Population
        • Women Play Larger Role in Black Population
        • Blacks a Major Force in Urban America
        • South Remains Home to 55% of African Americans
        • Household Structure Differs
        • Unemployment Hits Hard in African-American Community
      • Overview of African-American Shoppers
        • Black Women More Likely to Be Primary Shopper in Household
        • African-American Kids Have Major Impact on Their Moms When Shopping
        • Shopping Trips Cover Multiple Stores
        • African Americans More Receptive to Advertising
        • Ads on Public Transit Catch Black Consumers' Attention
        • Incentive Offers Fail to Persuade Black Consumers
        • Shopping Cart Ads More Likely to Engage Black Shoppers
        • African Americans Less Likely to Shop Online but Catalog Shopping More Popular
        • Black Consumers More Likely to Watch TV Shopping Channels
      • African-American Food Shoppers
        • Black Shoppers Look for Organic Foods
        • Home Cooking Less of a Centerpiece
        • Single Moms Less Interested in Cooking
        • Fast Food Competes with Home-Cooked Meals
        • Black Consumers Enjoy Grocery Shopping
        • Married Black Moms Spend More Time in Supermarkets
        • African-American Moms Pay More Attention to In-Store Advertising in Supermarkets
        • Black Shoppers Spend More on Laundry and Cleaning Products
        • Food Expenditures Analyzed
      • When Black Shoppers Buy Clothes
        • Fashion Drives African-American Shoppers, Both Men and Women
        • Blacks Spend More Than Other Consumers for Apparel
        • Children's Clothing Especially Important
        • Black Shoppers More Likely to Buy Dress Clothes
      • Black Shoppers in Drug Stores
        • Black Consumers Place Higher Value on Brand-Name Over-the- Counter Drugs
        • Black Consumers Less Likely to Buy Over-the-Counter Medications for Routine Aches and Pains
        • Brand-Name Prescription Drugs More Popular
        • Vitamins Less Important
        • Many Differences in Use of Personal-Care Products
        • Oral Care Products Have High Priority
        • Black Shoppers Visit Drug Stores More Often
        • Blacks Less Likely to Redeem Cents-Off Coupons for Drug Products
        • Black Consumers Allocate More to Personal-Care Products
      • Shopping for Home Electronics and Home Furnishings
        • Black Consumers Place High Priority on Home Electronics
        • Multiple Televisions More Common in Black Households
        • More African Americans Plan to Buy MP3 Players
        • Four in Five Black Households Own Computer
        • Home Electronics Stores Popular Destination for Black Computer Buyers
        • African-American Consumers Major Customers for Music Industry
        • Black Consumers Depend More on Cellphones
        • African Americans Spend More on Furniture
      • Affluent African-American Shoppers
        • Affluent Black Households Total 1.5 Million
        • New York Metro Area Has Largest Population of Affluent Blacks
        • Affluent Blacks Less Financially Secure
        • Affluent Blacks Interested in Financial Services but Distrust Banks
        • Credit Cards less Common among Affluent African Americans
        • Life Insurance Important to Affluent Blacks
        • Half of Affluent Blacks Have Investments
        • Affluent Black Consumers Are Early Adopters
        • Digital Divide Narrows among Affluent Consumers
        • Cellphones Vital Part of Affluent Black Lifestyle
        • Books Key in Entertainment Choices of Affluent Blacks
        • Multiple Vehicles a Hallmark of Affluent Black Households
        • New Cars Favored
        • One in Four Affluent Blacks Plans to Buy Car in Next 12 Months
        • Cruise Ship Vacations More Popular
    • Trends and Opportunities
      • Market Trends
        • Blacks Empowered by Election of First African-American President
          • Table Impact of Additional Black Voters on Obama Victory Margin in Selected States (in thousands)
        • Sense of Empowerment Leads to Greater Optimism among Black Consumers
          • Table Personal Financial Status, African-American vs. Other Consumers
          • Table Outlook on the U.S. Economy, African-American vs. Other Consumers
          • Table Purchasing Plans, African-American vs. Other Consumers
        • African Americans Maintain Key Role in Multicultural America
          • Table Key Economic and Demographic Indicators, African Americans vs. Hispanics
        • African-American Market Affected by Growing Corporate Focus on Emergence of Multicultural Majority
        • Market Researchers Continue to Mine for Segments in African- American Consumer Base
        • Social Media Provide New Outlets for Marketing to Black Consumers
        • Interest in Small-Screen Media Grows
        • Television Continues to Have Strong Payoff for Advertisers
        • Competition for Black Viewer Segments Increases
        • Black Newspapers and Magazines Navigate Rough Economic Waters
      • Market Opportunities
        • Affluent African Americans Represent Growing Opportunity
          • Table Selected Opportunities Related to Affluent African-American Consumers
        • Black Shoppers Generate Opportunities for Multiple Retailers
          • Table Selected Opportunities Related to Shopping Habits of African Americans
        • Black Shoppers Key Segment for Food Retailers
          • Table Selected Opportunities Related to Food Shopping Habits of African Americans
        • Entertainment Habits Generate Unique Opportunities
          • Table Selected Opportunities Related to Home Electronics and Home Entertainment Patterns of African Americans
        • African Americans Major Customers of Apparel Retailers
          • Table Selected Opportunities Related to Apparel Purchases of African Americans
        • Blacks Represent Significant Possibilities for Drug Store Chains
          • Table Selected Opportunities Related to African-American Drug Store Shoppers
    • Looking Ahead: Size of the African-American Market in 2010 and Beyond
      • Size and Growth of the African-American Consumer Base
        • Black Population Reaches 39 Million
          • Table U.S. Population by Race and Hispanic Origin, 2008 (in thousands)
          • Table Population Growth, African Americans vs. Other Population Groups, 2000-2008
        • African-American Population Will Approach 42 Million in 2014
          • Table Projected Population Growth, African Americans vs. Other Population Groups, 2010 vs. 2015 (in thousands)
          • Table Projected Growth in the African-American Population by Single Year, 2009-2014
      • African-American Buying Power
        • Defining the African-American Market
        • Measuring the Size of the African-American Market
        • African-American Buying Power Will Reach $1.2 Trillion in 2014
          • Table Projected Growth in African-American Buying Power, 2009-2014
      • Aggregate Spending by African-American Consumer Units
        • Consumer Units Defined
        • Black Consumer Units a Significant Force
        • African-American Consumers Have Disproportionate Influence in Numerous Areas
          • Table Aggregate Annual Expenditures by African-American Consumer Units for Food at Home, 2008
          • Table Aggregate Annual Expenditures by African-American Consumer Units for Apparel and Footwear, 2008
          • Table Aggregate Annual Expenditures by African-American Consumer Units for Vehicle Purchases and Related Expenses, 2008
          • Table Aggregate Annual Expenditures by African-American Consumer Units for Entertainment, 2008
          • Table Aggregate Annual Expenditures by African-American Consumer Units for Household Furnishings and Equipment, 2008
          • Table Aggregate Annual Expenditures by African-American Consumers for Miscellaneous Products and Services, 2008
    • Demographic Profile of the African-American Population
      • Demographic Highlights
        • Foreign-Born Blacks Increasingly Important
          • Table Foreign-Born U.S. Population by Race and Hispanic Origin, 2008
          • Table Region of Birth of Foreign-Born Blacks, 2008 (in thousands)
          • Table Number of Foreign-Born African Americans, 2000 vs. 2008 (in thousands)
        • African Americans Influential Part of Youth Population
          • Table Population by Selected Age Group, African Americans vs. Other Population Groups, 2008
          • Table African Americans as Percent of Total Population by Selected Age Group, 2008
        • Women Play Larger Role in Black Population
          • Table Population of Males and Females, African Americans vs. Other Population Groups, 2008
      • Where African Americans Live
        • Blacks a Major Force in Urban America
          • Table Percent of Residents in Urban and Rural Areas, African-Americans vs. Others
        • South Remains Home to 55% of African Americans
          • Table Distribution of African-American Population
          • Table States with Highest Percentage of African Americans, 2008
          • Table Counties with Highest Percentage of African Americans, 2008
          • Table States with Largest African-American Populations, 2008
        • Florida Registers Largest Growth in Black Population
          • Table States with Largest African-American Population Growth, 2000-2008
        • New York, Atlanta and Chicago Top List of Metro Areas with Large Black Populations
          • Table Metropolitan Areas with Largest African-American Populations (in thousands)
      • Marriage and Family
        • Marriage Less Common
          • Table Marital Status of Men 18 Years Old and Over by Race and Hispanic Origin, 2008
          • Table Marital Status of Women 18 Years Old and Over by Race and Hispanic Origin, 2008
          • Table Median Age at First Marriage, African Americans vs. Other Population Groups, 2008
        • Household Structure Differs
          • Table Household Types, African-American vs. Other, 2008
          • Table Mean Size of Households and Families by Race and Hispanic Origin, 2008
        • Grandparents Play Especially Important Role in Black Families
          • Table Grandparents Living with Own Grandchildren by Responsibility for Grandchildren, African Americans vs. Other Population Groups, 2008 (in thousands)
      • Education, Employment and Income
        • Black Women Educational Strivers
          • Table College Enrollment of the Population Age 18 and Over by Gender, African Americans vs. Others, 2008
          • Table Educational Attainment of People Age 25 and Over by Race and Hispanic Origin and Gender
        • Unemployment Hits Hard in African-American Community
          • Table Unemployment Rate for the Population Age 20 and Over by Race and Hispanic Origin, November 2009
        • One in Three Black Women Works as Manager or Professional
          • Table Occupations of Males Age 16 and Over by Gender, 2008
          • Table Occupations of Females Age 16 and Over by Gender, 2008
        • Income Patterns Analyzed
          • Table Mean Income of People Age 15 and Over, African Americans vs. Other Population Groups, 2008
          • Table Mean Household and Family Income, African Americans vs. Other Population Groups, 2008
          • Table Mean Income of Families by Type, African Americans vs. Other Population Groups, 2008
          • Table Distribution of Income of People Age 15 and Over, African Americans vs. Other Population Groups, 2008
          • Table Distribution of Income of Families, African Americans vs. Other Population Groups, 2008
          • Table Distribution of Income of Households, African Americans vs. Other Population Groups, 2008
        • Homeownership below Average
          • Table Percent Owner-Occupied Housing Units, African Americans vs. Other Population Groups, 2008
    • Overview of African-American Shoppers
      • Overview
        • Blacks Spend Less Time Shopping but Enjoy It More
          • Table Number of Hours per Week Spent Purchasing Goods and Services, African-American vs. Other Consumers
          • Table Attitudes toward Shopping, African-American vs. Other Consumers by Gender
        • Black Women More Likely to Be Primary Shopper in Household
          • Table Gender of Primary Shopper, African-American vs. Other Consumers
        • Shopping a Social Event for Black Women
          • Table Shopping as a Social Event, African-American vs. Other Consumers by Gender
        • Single Black Moms Like to Shop with Their Kids
        • African-American Kids Have Major Impact on Their Moms When Shopping
        • Black Consumers Spend Less
          • Table Average Annual Expenditures of Consumer Units, African-American vs. Other
          • Table Purchases Made in Last 12 Months, African-American vs. Other Consumers
      • Deciding Where to Shop
        • Shopping Trips Cover Multiple Stores
        • African-American Consumers Will Travel to Shop at Favorite Store
          • Table Reasons for Picking Stores, African-American vs. Other Consumers by Gender
        • New Stores Attract Black Shoppers
          • Table Attitudes toward New Stores, African-American vs. Other Consumers by Gender
        • Black Shoppers Shop Specialty Stores for Brand Names
          • Table Attitudes toward Specialty Stores, African-American vs. Other Consumers by Gender
        • African-American Consumer Base Includes Frequent Mall Visitors
          • Table Visits to Malls in Last Four Weeks, African-American vs. Other Consumers
        • Black Women Frequent Users of Convenient Stores
          • Table Number of Times Shopped Convenience Stores in Last Four Weeks, African-American vs. Other Consumers by Gender
          • Table Convenience Stores Shopped in Last Four Weeks, African-American vs. Other Consumers
      • Factors Driving Purchase Decisions of Black Shoppers
        • African Americans More Receptive to Advertising
          • Table Attitudes toward Advertising, African-American vs. Other Consumers by Gender
        • Product Placement Works Well with African-American Consumers
          • Table Impact of Product Placement, African-American vs. Other Consumers by Gender
        • Ads on Public Transit Catch Black Consumers' Attention
          • Table Effectiveness of Out-of-Home Advertising, African-American vs. Other Adults by Gender
        • Sales, Specials and Bargains Less Likely to Draw Black Shoppers
          • Table Attitudes toward Sales and Bargains, African-American vs. Other Consumers by Gender
        • Incentive Offers Fail to Persuade Black Consumers
          • Table Response to Incentive Offers, African-American vs. Other Consumers by Gender
        • Cents-Off Coupons Not as Interesting to African-American Shoppers
          • Table Use of Cents-Off Coupons, African-American vs. Other Consumers
        • African-American Shoppers More Aware of Brands
          • Table Brand Awareness, African-American vs. Other Consumers by Gender
        • Environmental Concerns Have Lower Priority
          • Table Attitudes toward Green Products, African-American vs. Other Consumers by Gender
      • In-Store Behavior
        • Shopping Cart Ads More Likely to Engage Black Shoppers
          • Table Impact of In-Store (excluding Food Stores) Advertising and Promotions on Shoppers, African-American vs. Other
      • Online and Catalog Shopping
        • African Americans Less Likely to Shop Online
          • Table Attitudes toward Online Shopping, African-American vs. Other Consumers by Gender
          • Table Online Shopping, African-American vs. Other Consumers
        • Catalog Shopping More Popular
          • Table Catalog Shopping, African-American vs. Other Consumers
        • Black Consumers More Likely to Watch TV Shopping Channels
      • Paying for What They Buy
        • Black Consumers Less Likely to Have Bank Accounts and Credit Cards
          • Table Banking Profile, African-American vs. Other Consumers by Gender
        • Paying Bills by Phone More Popular among Black Women
          • Table Paying Bills, African-American vs. Other Consumers by Gender
    • African-American Food Shoppers
      • Eating at Home vs. Going Out
        • Black Shoppers Look for Organic Foods
          • Table Attitudes toward Food, African-American vs. Other Consumers by Gender
        • Home Cooking Less of a Centerpiece
          • Table Home Cooking vs. Fast Food and Prepared Foods, African-American vs. Other Consumers by Gender
        • Single Moms Less Interested in Cooking
          • Table Attitudes Toward Food and Cooking of Women with Children by Marital Status, African-American vs. Other Consumers
        • Fast Food Competes with Home-Cooked Meals
          • Table Going Out to Family and Fast Food Restaurants, African-American vs. Other Consumers by Gender
          • Table Going Out to Family and Fast Food Restaurants by Women with Children by Marital Status, African-American vs. Other Consumers
          • Table Family Restaurants Visited Most, African-American vs. Other Consumers
          • Table Fast Food Restaurants Visited Most, African-American vs. Other Consumers
      • Shopping for Food
        • Black Consumers Enjoy Grocery Shopping
        • Married Black Moms Spend the Most at Supermarkets
          • Table Profile of Food Shoppers, African-American vs. Other Consumers by Gender
          • Table Profile of Female Food Shoppers with Children by Marital Status, African-American vs. Other Consumers
        • African-American Moms Pay More Attention to In-Store Advertising in Supermarkets
          • Table Impact of In-Store Advertising and Promotions on Food Shoppers, African-American vs. Other Consumers by Gender
          • Table Impact of In-Store Advertising and Promotions on Female Food Shoppers with Children by Marital Status, African-American vs. Other Consumers
        • Favorite Supermarkets Differ
          • Table Supermarkets Shopped in Last Four Weeks, African-American vs. Other Consumers
      • Spending Patterns in Supermarkets
        • Black Shoppers Spend More on Laundry and Cleaning Products
          • Table Average Annual Expenditures for Housekeeping Supplies, African-American vs. Other Consumer Units 2008
        • Food Expenditures Analyzed
          • Table Average Annual Expenditures for Food and Beverages, African-American vs. Other Consumer Units 2008
    • When Black Shoppers Buy Clothes
      • Shopping for Clothes
        • Fashion Drives African-American Shoppers, Both Men and Women
          • Table Attitudes toward Fashion, African-American vs. Other Consumers by Gender
        • More African Americans Enjoy Clothes Shopping
          • Table Attitudes toward Shopping for and Buying Clothes, African-American vs. Other Consumers by Gender
      • Buying Clothes
        • Blacks Spend More Than Other Consumers for Apparel
          • Table Average Annual Expenditures for Apparel and Footwear, African-American vs. Other Consumer Units 2008
        • Children's Clothing Especially Important
        • Black Shoppers More Likely to Buy Dress Clothes
          • Table Men's Apparel and Accessories Purchased by Men in Last 12 Months, African- American vs. Other
          • Table Women's Apparel and Accessories Purchased by Women in Last 12 Months, AfricanAmerican vs. Other
        • Watches Important Fashion Accessory for Black Consumers
      • Favorite Department and Discount Stores
        • Discount Stores Attract African-American Clothes Shoppers
        • Family Dollar Store Near Top of List for Black Shoppers
          • Table Department/Discount Stores Shopped in Last Three Months by Consumers, AfricanAmerican vs. Other
          • Table Department/Discount Stores Shopped in Last Three Months by Women Not Married with Children, African-American vs. Other
          • Table Department/Discount Stores Shopped in Last Three Months by Women Married with Children, African-American vs. Other
    • Black Shoppers in Drug Stores
      • Factors Shaping Purchase Decisions in Drug Stores
        • Black Consumers Place Higher Value on Brand-Name Over-the- Counter Drugs
          • Table Attitudes toward Over-the-Counter Drugs, African-American vs. Other Consumers by Gender
        • Black Consumers Less Likely to Buy Over-the-Counter Medications for Routine Aches and Pains
          • Table Use of Headache/Pain Relievers and Heartburn/Indigestion Aids, African-American vs. Other Consumers by Gender
        • Brand-Name Prescription Drugs More Popular
          • Table Attitudes toward Brand Name Drugs, African-American vs. Other Consumers by Gender
        • Vitamins Less Important
          • Table Attitudes toward Vitamins, African-American vs. Other Consumers by Gender
      • Use of Personal-Care Products
        • Many Differences in Use of Personal-Care Products
          • Table Use of Personal-Care Products, African-American vs. Other Women
          • Table Use of Personal-Care Products, African-American vs. Other Men
        • Oral Care Products Have High Priority
          • Table Use of Oral Care Products, African-American vs. Other Consumers by Gender
      • Drug Store Shopping Patterns
        • Black Shoppers Visit Drug Stores More Often
          • Table Percent Shopping at Drug Stores in Last Four Weeks by Name of Store and Frequency of Shopping, African-American vs. Other Consumers
        • Blacks Less Likely to Redeem Cents-Off Coupons for Drug Products
          • Table Use of Cents-Off Coupons in Drug Stores, African-American vs. Other Consumers
        • Black Consumers Allocate More to Personal-Care Products
          • Table Average Annual Expenditures for Selected Categories of Drug-Store Purchases, African-American vs. Other Consumer Units 2008
    • Shopping for Home Electronics and Home Furnishings
      • Home Electronics and Home Entertainment
        • Black Consumers Place High Priority on Home Electronics
          • Table Attitudes toward Consumer Electronics, African American vs. Other Consumers by Gender
        • Multiple Televisions More Common in Black Households
          • Table Subscription to Cable Television, African-American vs. Other Consumers
          • Table Ownership of Home Entertainment Equipment, African-American vs. Other Consumers
        • More African Americans Plan to Buy MP3 Players
          • Table Ownership of Consumer Electronics, African-American vs. Other Consumers
        • Four in Five Black Households Own Computer
          • Table Ownership of Computers African-American vs. Other Consumers
        • Home Electronics Stores Popular Destination for Black Computer Buyers
          • Table Purchases of Computers and Software, African-American vs. Other Consumers
          • Table Percent Shopping at Home Electronics and Office Supply/Computer Stores in Last Three Months, African-American vs. Other Consumers
        • African-American Consumers Major Customers for Music Industry
          • Table Music Purchases, African-American vs. Other Consumers
        • Black Consumers Depend More on Cellphones
          • Table Importance of Cellphones, African-American vs. Other Consumers
          • Table Ownership of Cellphones, African American vs. Other Consumers by Gender
      • Shopping for Home Furnishings and Home Improvements
        • African Americans Spend More on Furniture
          • Table Aggregate Annual Expenditures by African-American Consumer Units for Household Furnishings and Equipment, 2008
        • Most Popular Home Furnishing Retailers Listed
          • Table Shopping at Home Furnishings Stores, African-American vs. Other Consumers
        • Fewer African Americans Shop at Home Improvement Stores
          • Table Shopping at Home Improvement Stores, African-American vs. Other Consumers
    • Affluent African-American Shoppers
      • Overview
        • Affluent Black Households Total 1.5 Million
          • Table African-American Households with Incomes of $100,000 or More by Income Level, 2008
          • Table Aggregate Income of African-American Households, Affluent vs. Other Households, 2008
        • New York Metro Area Has Largest Population of Affluent Blacks
          • Table Metropolitan Areas Ranked by Number of African-American Households with Income of $100,000 or More
      • Profile of Affluent Black Shoppers
        • Affluent Blacks Shop More Often
          • Table Shopping Behavior of Affluent Consumers, African-American vs. Other
        • Affluent Blacks Highly Brand-Conscious
          • Table Attitudes toward Brands of Affluent Consumers, African-American vs. Other
        • Affluent Black Shoppers Analyzed
          • Table Profile of Affluent Shoppers, African-American vs. Other
        • Coupons and Incentives Less Enticing to Affluent Black Shoppers
          • Table Use of Cents-Off Coupons by Affluent Consumers, African-American vs. Other
          • Table Impact of Incentive Offers from Product Manufacturers on Affluent Consumers, African-American vs. Other
        • Affluent Black Food Shoppers Alert to In-Store Announcements
          • Table Impact of In-Store Advertising and Promotions on Affluent Food Shoppers, AfricanAmerican vs. Other
      • Personal Finances
        • Affluent Blacks Less Financially Secure
          • Table Attitudes toward Money of Affluent Consumers, African-American vs. Other
        • Affluent Blacks Interested in Financial Services but Distrust Banks
          • Table Attitudes toward Financial Services, African-American vs. Other Affluent Consumers
          • Table Ownership of Bank Accounts by Affluent Consumers, African-American vs. Other
        • Credit Cards less Common among Affluent African Americans
          • Table Use of Credit and Debit Cards, African-American vs. Other Affluent Consumers
        • Life Insurance Important to Affluent Blacks
          • Table Ownership or Health and Life Insurance by Affluent Consumers, African-American vs.Other
          • Table Ownership of Automotive and Homeowner's Insurance by Affluent Consumers, African-American vs. Other
        • Education Loans More Common among Affluent Blacks
          • Table Loans Held by Affluent Consumers, African-American vs. Other
        • Half of Affluent Blacks Have Investments
          • Table Investments Owned by Affluent Consumers, African-American vs. Other
        • Online Bill Paying Popular
          • Table Method of Paying Bills by Affluent Consumers, African-American vs. Other
      • Shopping for Clothes
        • Affluent African Americans Like Shopping for Clothes
          • Table Attitudes toward Fashion of Affluent Consumers, African-American vs. Other
        • Affluent Blacks Spend More for Children's Clothing
          • Table Purchase of Children's Clothing in Last 12 Months by Affluent Consumers, African-American vs. Other
        • Affluent Black Women Buy More Dress Clothes
          • Table Purchase of Women's Apparel and Accessories by Affluent Women, African-American vs. Other
        • Department/Discount Store Preferences Differ
          • Table Department/Discount Stores Shopped in Last Three Months by Affluent Consumers, African-American vs. Other
      • Consumer Electronics and Home Entertainment
        • Affluent Black Consumers Are Early Adopters
          • Table Attitudes toward Consumer Electronics by Affluent Consumers, African-American vs. Other
        • Digital Divide Narrows among Affluent Consumers
          • Table Use of Computers and the Internet by Affluent Consumers, African-American vs. Other
        • Television Important in Affluent Black Households
          • Table Ownership of Consumer Electronics by Affluent Consumers, African-American vs. Other
        • Cellphones Vital Part of Affluent Black Lifestyle
          • Table Ownership of Cell Phones by Affluent Consumers, African-American vs. Other
        • Books Also Key in Entertainment Choices of Affluent Blacks
          • Table Purchase of Books by Affluent Consumers, African-American vs. Other
      • Automotive
        • Multiple Vehicles a Hallmark of Affluent Black Households
          • Table Ownership of Vehicles by Affluent Consumers, African-American vs. Other
        • New Cars Favored
          • Table Profile of Most Recently Acquired Cars by Affluent Consumers, African-American vs.Other
        • Affluent Blacks More Drawn to Luxury Cars
          • Table Automotive Purchases Made in Last 12 Months, African-American vs. Other
          • Table Amount Spent on Most Recent Vehicle Purchase/Lease by Affluent Consumers, African-American vs. Other
        • One in Four Affluent Blacks Plans to Buy Car in Next 12 Months
          • Table Next Vehicle Purchase by Affluent Consumers, African-American vs. Other
      • The Affluent Black Traveler
        • Cruise Ship Vacations More Popular
        • Affluent Black Travelers Analyzed
          • Table Profile of Affluent Travelers, African-American vs. Other
    • Addresses of Selected African-American Market Resources

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