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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.

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