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This new Packaged Facts report provides an in-depth analysis of African American consumers, who now number more than 37 million. Now in its 5th edition, the report contains an overview of demographic trends within the African American population, including population growth and employment patterns. A series of chapters offer insights into various consumer segments that are driving the African American market. These include affluent African American families, African American women, and African Americans in the trendsetting urban youth market segment. The next section of the report offers an overview of marketing and advertising trends in the African American market and an analysis of media usage by African Americans. The last chapters provide a projection of the growth of African American buying power through 2008, an analysis of the impact of ongoing changes in the geographic distribution of the African American population, and a discussion of key trends and emerging opportunities within the African American market.

Over the past two decades the buying power of African American households has more than doubled and has grown 50% faster than that of the U.S. population as a whole. Other key social and economic indicators—such as homeownership and college enrollment—are also improving at above-average rates for African Americans. Another factor in the rising affluence of African Americans is a noticeable increase in the number of high-income, married-couple African American families. As a result of these long-term trends, more and more African American households are achieving middle- and upper-income status.

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. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2003.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written 17 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 how the growing number of affluent African American families is providing attractive opportunities for marketers in a wide range of industries. Learn why African American women are an increasingly attractive segment of the U.S. consumer market. Understand the impact of African American youth on general-market consumer tastes and preferences.

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

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the African-American market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the African-American market, as well as market growth and trends through 2008. Contributing to that understanding will be a complete analysis of data from published and trade sources, a detailed discussion of the African-American market based on Simmons data, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of African Americans.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for African Americans.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting African Americans.
• Advertising agencies working with clients in the industries chasing African-Americans to help understand the product buyer 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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