The U.S. African American Market
Jan 1, 2002
302 Pages - Pub ID: LA261606
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  1. Executive Summary
    Introduction
    • Background
    • Overview of Report

    Scope and Methodology
    • "African American" Defined
    • African American Market Defined More Narrowly
    • Methodology

    Demographic Overview
    • African American Population Tops 36.4 Million
    • Many Blacks Have Ties to Other Countries
    • Most Blacks Live in the South
    • African Americans More Urban than General Population
    • Majority of Black Population Found in Just Eight States
    • African Americans Younger than Average
    • African American Women Play Key Role in Market
    • Per Capita Income of Blacks Shows Above-Average Increase
    • Nearly 2 Million African Americans Earn $50,000 or More
    • Married-Couple Families Display Healthy Economic Profile
    • Nearly 3.7 Million African Americans Employed as Managers or Professionals
    • African Americans Are Politically Liberal and Socially Conservative

    Survey of the African American Market
    • African American Consumer Expenditures Are Growing at Above-Average Rate
    • Affluent African American Families Total 1.8 Million
    • 1.9 Million African American Kids Live in Affluent Families
    • Black Dual-Income Married Couples without Children Have Aggregate Income Exceeding $80 Billion
    • Income of Affluent Black Singles Exceeds $40 Billion
    • Black Single Moms Have Income of $67.4 Billion
    • Mean Income of Affluent Single Black Women Tops $61,000
    • African Americans Represent Important Market for Key Consumer Products
    • Buying Power of Affluent African Americans Will Reach $292.4 Billion in 2006
    • Buying Power of African American Women Totals $259.4 Billion
    • African American Market Will Total $682.5 Billion in 2006

    Consumer Behavior
    • Many African American Shoppers Affected by Cultural Cues
    • African Americans Highly Style Conscious
    • African American Women More Likely to Seek to Stay in Fashion
    • African American Men More Attuned to Style than White Men
    • Impulse Buying Seen More Likely
    • Black Consumers Have Positive Views of Advertisements
    • African American Kids Have More Influence on Parental Buying Decisions
    • African American Women Shoppers Most Influenced by Kids
    • Internet Access Doubles
    • Women Drive Growth in Black Internet Population
    • Experienced African American Internet Users Shop Online More

    Media
    • Newspaper Readership Increases among African Americans
    • Blacks Highly Positive toward Magazines
    • Ad Spending in Black Consumer Magazines Defies Slowing Economy
    • African Americans Watch More Television than Other Groups
    • But Research Suggests Blacks Less Involved with TV
    • African Americans View TV Advertising as Positive
    • African Americans Listen to Radio More
    • More African Americans Look to Internet as News Source

    Overview of Marketing, Promotional, and Advertising Strategies
    • African American Marketing Should Be Year-Round Process
    • Many African American Marketing Strategies Focus on Women
    • Proper Segmentation of African American Women’s Market Seen as Vital
    • Companies Expected to Give Back to the Community
    • Community-Based Marketing Effective
    • Street Marketing Teams Are Vital Tool
    • Black Celebrities Appear More Frequently in Ads Targeting Younger African Americans

    Case Studies of Companies Marketing to African Americans
    • Luxury Car Makers Target Affluent African Americans
    • Investment Firms Focus on African American Investors
    • Packaged-Foods Companies Court African American Market
    • Wrigley’s Appeals to African Americans with Doublemint Campaign
    • Restaurant Promotions Target African Americans
    • Kmart Committed to African American Community
    • Greeting Card Companies Compete for African American Market
  2. Demographic Overview of the African American population
    Market Definition
    • "African American" Defined
    • Race Categories of Census 2000 Create Many Issues
    • African American Population Has Multiracial Component
    • African American Market Defined More Narrowly
    • Census Data Sources Listed

    Population Size and Growth
    • African American Population Tops 36.4 Million
    • Table 2-1: Total U.S. and African American Populations: 1990 vs. 2000
    • African Americans Accounted for 19.6% of U.S. Population Growth
    • Figure 2-1: Population Growth: African Americans vs. Other Population Groups, 1990-2000
    • Blacks Comprise More than 12% of U.S. Population
    • Table 2-2: Racial Groups as Percent of Total U.S. Population, 1990 vs. 2000
    • Table 2-3: Hispanics and Non-Hispanics as Percent of Total U.S. Population, 1990 vs. 2000
    • Most African Americans Identify as Black Alone
    • Table 2-4: African American Population: by Racial Category, 2000
    • African American Population Grew Faster than Expected
    • Table 2-5: Total U.S. and African American Populations: Projected vs. Actual Census 2000 Counts
    • African American Population Expected to Reach 39.3 Million
    • Table 2-6: Projected Growth of Total U.S. and African American Populations, 2000-2006

    National Origin
    • Many Blacks Have Ties to Other Countries
    • Table 2-7: African American Population: by National and Hispanic or Latino Origin, 2000
    • Black Population Includes More than 2 Million Foreign-Born
    • Table 2-8: Foreign-Born vs. Native-Born Populations: African Americans vs. Other Population Groups, 2000
    • Fewer Hispanics Identify as Black
    • Table 2-9: African American Population: by Racial Category and Hispanic or Latino Origin, 2000
    • Most Non-Hispanic Black Immigrants Come from the Caribbean Region
    • Table 2-10: Immigration from African and Caribbean Countries: by Region and Country, 1971-1980, 1981-1990, 1991-1998

    Geographic Distribution
    • Most Blacks Live in the South
    • Table 2-11: African American Population: by Region of Residence, 2000
    • African Americans More Urban than General Population
    • Table 2-12: African American Population: by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
    • Majority of Black Population Found in Just Eight States
    • Table 2-13: States with Largest African American Populations, 2000
    • Southern States Have Highest Percent of Blacks
    • Table 2-14: States with Highest Percent of African Americans, 2000
    • Blacks Form Higher Proportion of Southern Population
    • Table 2-15: African American Population: by Percent of Total Population in Region of Residence, 2000
    • Florida Gained Most African Americans
    • Table 2-16: States with Largest Growth in African American Populations, 1990 vs. 2000
    • States with Small African American Populations Show High Growth Rates
    • Table 2-17: States with Fastest Growing African American Populations, 2000
    • Most Multiracial African Americans Live outside the South
    • Table 2-18: Self-Identified Multiracial African Americans: by Region of Residence, 2000
    • Western States Have High Percent of Multiracial People
    • Table 2-19: States with Highest Percent of Self-Identified Multiracial People in African American Population
    • Table 2-20: States with Lowest Percent of Self-Identified Multiracial People in African American Population

    Age and Gender
    • African Americans Younger than Average
    • Table 2-21: Percent of Population Under Age 18: African Americans vs. OtherPopulation Groups
    • Table 2-22: Population by Age Group: African Americans vs. Other Population Groups, 2000
    • Women Form Above-Average Percent of African American Population
    • Table 2-23: Population by Gender: African Americans vs. Other Population Groups, 2000

    Household and Family Structure
    • Marriage Less Common
    • Table 2-24: Marital Status of the Population 18 Years and Over: African Americans vs. Other Population Groups, 2001
    • Single Women Key Household Type
    • Table 2-25: Household Type: African Americans vs. Other Population Groups, 2001
    • Working Wives Common
    • Table 2-26: Primary Family Type: African Americans vs. Other Population Groups, 2001
    • African American Families Larger than Average
    • Table 2-27: Size of Family: African Americans vs. Other Population Groups, 2001

    Economic Status
    • Per Capita Income of Blacks Shows Above-Average Increase
    • Table 2-28: Per Capita Income: African Americans vs. Other Population Groups, 1980-2000
    • Table 2-29: Mean and Median Income of People 15 Years and Over: African Americans vs. Other Population Groups, 2000
    • Nearly 2 Million African Americans Earn $50,000 or More Annually
    • Table 2-30: Earnings of Full-Time, Year-Round Workers 15 Years and Over: African Americans vs. Other Population Groups, 2000
    • Household Income Lower than Average
    • Table 2-31: Mean Household and Family Income: African Americans vs. Other Population Groups, 2000
    • Table 2-32: Total Money Income of Households: African Americans vs. Other Population Groups, 2000
    • But Married-Couple Families Display Healthy Economic Profile
    • Table 2-33: Total Money Income of Families by Type: African Americans vs. Other Population Groups, 2000
    • Majority of Black Families Are Homeowners
    • Table 2-34: Size of Family: African Americans vs. Other Population Groups, 2000

    Employment and Occupational Status
    • Blacks as Likely to Work at Full-Time Jobs
    • Table 2-35: Work Experience of the Civilian Population 15 Years and Over: by Sex: African Americans vs. Other Population Groups, 2000
    • Employment Patterns Differ
    • Table 2-36: Employment Status: Public vs. Private Sector: African Americans vs. Other Population Groups, 2001
    • Nearly 3.7 Million African Americans Employed as Managers or Professionals
    • Table 2-37: Occupation of Longest Job in 2000 of People 15 Years Old and: Over: African Americans vs. All People

    Educational Attainment
    • More than 40% of African Americans Have Attended College
    • Table 2-38: Educational Attainment of the Population 25 Years and Over: African Americans vs. Other Population Groups, 2001
    • College Enrollment Continues to Grow
    • Table 2-39: Enrollment of Persons in 2-Year and 4-Year Colleges: by Race and Ethnicity, Selected Years, 1970-1999
    • Educational Attainment Shows Dramatic Improvement
    • Table 2-40: Educational Attainment of African Americans Age 25 and Over, 1970-2001

    Health Status
    • Health Concerns Significant
    • Table 2-41: Death Rates from Coronary Heart Disease and Stroke: African Americans vs. Other Population Groups, 1998
    • Table 2-42: Infant Mortality Rates: African Americans vs. Other Population Groups, 1998
    • Table 2-43: Percent of AIDS Cases Diagnosed: African Americans vs. Other Population Groups, 1997-1999
    • Health Insurance Coverage Remains an Issue
    • Table 2-44: Percentage of Population without Health Insurance Coverage: African Americans vs. Other Population Groups, 1998-1999
    • Attitudes toward Personal Health Vary
    • Table 2-45: Attitudes toward Personal Health: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001

    Political and Social Values
    • African Americans See Selves as Politically Liberal
    • Table 2-46: Political Views: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Table 2-47: Political Views: African Americans vs. Other Population Groups, 2001
    • African Americans Affiliate with Democratic Party
    • Table 2-48: Party Identification: African Americans vs. Other Population Groups, 2001
    • Table 2-49: Voting Behavior: African Americans vs. Other Population Groups, 2001
    • Blacks Ascribe to Conservative Social Values
    • Table 2-50: Selected Social Values: African Americans vs. Other Population Groups, 2001
    • African Americans Place High Value on Family
    • Table 2-51: Attitudes toward Family: African Americans vs. Other Population Groups, 2000
    • African Americans More Religious than Others
    • Table 2-52: Importance of Religion in Everyday Life: African Americans vs. Other Population Groups, 2001
    • Table 2-53: Attitudes toward Religions: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Most African Americans Are Protestants
    • Table 2-54: Religious Preferences: African Americans vs. Other Population Groups, 2001
    • Evangelical Christians Large Segment of African American Population
    • Table 2-55: Affiliation with Evangelical Christianity: African Americans vs. Other Population Groups, 2001

    Demographic Profile of African American Men
    • African American Men Least Likely to Be Married
    • Table 2-56: Marital Status of Males 18 Years and Over: African Americans vs. Other Population Groups, 2001
    • Number of College Graduates Exceeds 1.4 Million
    • Table 2-57: Educational Attainment of Males 25 Years and Over: African Americans vs. Other Population Groups, 2001
    • Education Improves Earnings Capacity of Black Men
    • Table 2-58: Mean Earnings of Full-Time, Year-Round Male Workers 25 Years and Over: African Americans vs. Other Population Groups, 2001
    • Table 2-59: Earnings of Full-Time, Year-Round Male Workers 25 Years and Over: African Americans vs. Other Population Groups, 2000
    • Full-Time Jobs Less Common
    • Table 2-60: Work Experience of the Male Civilian Population 15 Years and Over: African Americans vs. Other Population Groups, 2000
    • African American Male Managers and Professionals Total 1.4 Million
    • Table 2-61: Occupation of Employed Males 15 Years and Over: African Americans vs. Other Population Groups, 2000

    Demographic Profile of African American Women
    • Marriage Less Likely
    • Table 2-62: Marital Status of Females 18 Years and Over: African Americans vs. Other Population Groups, 2001
    • Childbearing Patterns Differ
    • Table 2-63: Distribution of 15- to 44-Year-Old Women: by Marital Class, Number of Children Ever Born, Age, Race, and Hispanic Origin, 2000
    • More than 40% of Black Women Have Attended College
    • Table 2-64: Educational Attainment of Females 25 Years and Over: African Americans vs. Other Population Groups, 2001
    • African American College Women Outpace African American Men
    • Table 2-65: Enrollment of Persons in 2-year and 4-year Colleges: by Race and Ethnicity, Selected Years, 1970-1999
    • College-Educated Black Women Eliminate Earnings Gap
    • Table 2-66: Mean Earnings of Full-Time, Year-Round Female Workers 25 Years and Over: African Americans vs. Other Population Groups, 2001
    • Table 2-67: Mean Earnings of Full-Time, Year-Round African American Workers 25 Years and Over with Bachelor’s Degree or Higher: Males vs. Females, 2001
    • African American Women More Likely to Have Full-Time Jobs
    • Table 2-68: Work Experience of the Female Civilian Population 15 Years and Over: African Americans vs. Other Population Groups, 2000
    • One in Four Black Women Has Managerial or Professional Job
    • Table 2-69: Occupation of Employed Civilian Females 15 Years and Over: African Americans vs. Other Population Groups, 2001
    • More than One Million Black Women Earn $50,000 or More
    • Table 2-70: Earnings of Full-Time, Year-Round Female Workers 25 Years and Over: African Americans vs. Other Population Groups, 2000
  3. Survey of the African American Market
    Market Trends
    • African American Consumer Expenditures Are Growing at Above-Average Rate
    • Table 3-1: Growth in Aggregate Annual Expenditures: African American vs. Non-Hispanic White Consumer Units, 1995-1999
    • African American Market Remains an Urban Market
    • Table 3-2: Metropolitan Areas with Largest African American Populations, 2000
    • South Increasingly a Magnet for Northern Blacks
    • Table 3-3: African American Population: by Region of Residence, 2000
    • African Americans Continue to Move to Suburbs
    • Table 3-4: African American Population: Metropolitan vs. Non-Metropolitan Residence, 1990-2000
    • Table 3-5: Growth in African American Population: Metropolitan vs. Non-Metropolitan Residence, 1990-2000

    Affluent African American Market Segment
    • Affluent African Americans Represent Major Market
    • Table 3-6: Aggregate Income of African American Males 15 Years and Over with Incomes of $40,000 or More, 2000
    • Table 3-7: Aggregate Income of African American Females 15 Years and Over with Incomes of $40,000 or More, 2000
    • Table 3-8: Aggregate Income of African Americans 15 Years and Over with Incomes of $40,000 or More, 2000
    • Income of Affluent African American Families Nears $200 Billion
    • Table 3-9: Aggregate Income of African American Families with Incomes of $65,000 or More, 2000
    • Nearly All Affluent Families Live in Metropolitan Areas
    • Table 3-10: African American Families with Incomes of $65,000 or More: by Urban vs. Rural Location of Residence, 2000
    • Central Cities Claim Many Affluent Black Families
    • Table 3-11: African American Families with Incomes of $65,000 and Over Residing in Metropolitan Areas: Inside vs. Outside Central Cities, 2000
    • African American Boomers Head Most Affluent Families
    • Table 3-12: African American Families with Incomes of $65,000 and Over: by Age Group, 2000
    • Dual-Income, Married-Couple Families Predominate
    • Table 3-13: African American Families with Incomes of $65,000 and Over: by Type of Family, 2000
    • Children Less Common in Affluent Families
    • Table 3-14: African American Families with Incomes of $65,000 and Over: by Presence of Related Children under 18 Years, 2000
    • Affluent Families with Children Same Size as Lower-Income Families
    • Table 3-15: African American Families with Incomes of $65,000 and Over with Children under 18 Years, 2000
    • But Majority of High-Income Black Couples Have Children
    • Table 3-16: African American Couples with Incomes of $65,000 and Over: by Marital Status and Presence of Children under 18 Years, 2000
    • 1.9 Million African American Kids Live in Affluent Families
    • Table 3-17: African American Families with Incomes of $65,000 or More: by Number of Children under 18 and Size of Family: 2000
    • Dual-Income Couples with Children Represent Major Market
    • Table 3-18: Dual-Income African American Married Couples with Children under 18 Years: by Work Experience and Mean Income Level, 2000
    • Table 3-19: Dual-Income African American Married Couples with Children under 18 Years: by Number of Children, Work Experience and Mean Income Level, 2000
    • Black Dual-Income Married Couples without Children Have Aggregate Income Exceeding $80 Billion
    • Table 3-20: Dual-Income African American Married Couples without Children under 18 Years: by Work Experience and Mean Income Level, 2000
    • Income of Black Managers and Professionals Nears $150 Billion
    • Table 3-21: Aggregate Income of African Americans with High-Paying Occupations: by Occupation, 2000
    • Affluent Black Suburban Families Earn over $100 Billion Annually
    • Table 3-22: Mean and Aggregate Income of Suburban African American Families with Incomes of $65,000: by Size of Metropolitan Area and Income Level, 2000
    • High-Income Central City African American Families Have Substantial Aggregate Income
    • Table 3-23: Mean and Aggregate Income of Central-City African American Families with Incomes of $65,000: by Size of Metropolitan Area and Income Level, 2000
    • Income of Affluent Black Singles Exceeds $40 Billion
    • Table 3-24: Aggregate Income of African Americans Living Alone with Incomes of $40,000 or More, 2000
    • Most Affluent Black Singles Are in Their 30s and 40s
    • Table 3-25: African Americans Living Alone with Incomes of $40,000 or More: by Age Group, 2000

    African American Women Market Segment
    • Black Single Moms Have Income of $67.4 Billion
    • Table 3-26: Aggregate Income of African American Single Mothers: by Number and Age of Children, 2000
    • Young Black Single Women Represent Prime Consumer Market
    • Table 3-27: Aggregate Income of African American Women Living Alone: by Age Group, 2000
    • Mean Income of Affluent Single Black Women Tops $61,000
    • Table 3-28: Aggregate Income of African American Women Living Alone with Incomes of $40,000 or More, 2000
    • Younger Single Black Women Succeed Faster
    • Table 3-29: African American Women Living Alone with Incomes of $40,000 or More: by Age Group, 2000
    • Black Female Managers and Professionals Have Aggregate Income of $71.3 Billion
    • Table 3-30: Aggregate Income of African American Women with High-Paying Occupations: by Occupation, 2000

    Size of the Market
    • Buying Power Used to Assess African American Market
    • Buying Power of African Americans Totals $527.2 Billion
    • African American Consumer Units Account for Major Share of Consumer Expenditures
    • African Americans Represent $57 Billion Food-and-Beverage Market
    • Table 3-31: Estimated Annual Expenditures for Food and Beverages by African American Consumer Units, 2001
    • Expenditures for Household Furnishings and Equipment Near $14 Billion
    • Table 3-32: Estimated Annual Expenditures for Household Furnishings and Equipment by African American Consumer Units, 2001
    • African Americans Spend $13.4 Billion on Telephone Services
    • Table 3-33: Estimated Annual Expenditures for Selected Categories of Household Operations and Housekeeping Supplies by African American Consumer Units, 2001
    • African Americans Buy More than $32 Billion Worth of Apparel and Footwear
    • Table 3-34: Estimated Annual Expenditures for Apparel and Footwear by African American Consumer Units, 2001
    • Auto Sales to African Americans Exceed $33 Billion
    • Table 3-35: Estimated Annual Expenditures for Transportation by African American Consumer Units, 2001
    • Drugs and Medical Supplies Equal $4 Billion Market
    • Table 3-36: Estimated Annual Expenditures for Health Care by African American Consumer Units, 2001
    • Blacks Key Segment of Market for Personal-Care Products
    • Table 3-37: Estimated Annual Expenditures for Selected Personal Products and Services by African American Consumer Units, 2000
    • African Americans Major Buyers of Home Electronics
    • Table 3-38: Estimated Annual Expenditures for Entertainment by African American Consumer Units, 2001

    Growth of the Market
    • Buying Power of Affluent African Americans Will Reach $292.4 Billion in 2006
    • Table 3-39: Projected Growth in Buying Power of Affluent African Americans, 2001-2006
    • Buying Power of African American Women Totals $259.4 Billion
    • Table 3-40: Projected Growth in Buying Power of African American Women, 2001-2006
    • African American Market Will Total $682.5 Billion
    • Table 3-41: Projected Growth in Buying Power of African Americans, 2001-2006
  4. Consumer Behavior
    Shopping Behavior and Buying Style
    • African American Shoppers Have Distinct Profile
    • Table 4-1: Shopper Profiles: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Research Suggests African Americans Count on Brands
    • Many African American Shoppers Affected by Cultural Cues
    • African Americans Highly Style Conscious
    • Table 4-2: Importance of Keeping in Style: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • African American Women More Likely to Seek to Stay in Fashion
    • Table 4-3: Importance of Keeping in Style: Non-Hispanic Black Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
    • African American Men More Attuned to Style than White Men
    • Impulse Buying Seen More Likely
    • Table 4-4: Spur-of-the-Moment Buying: Non-Hispanic Blacks vs. Non- Hispanic Whites, Spring 2001
    • African American Women More Likely to Buy on Spur of Moment
    • Table 4-5: Spur-of-the-Moment Buying: Non-Hispanic Black Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
    • Study Shows Black Shoppers Read Supermarket Shelf Labels More Carefully
    • Black Consumers Have Positive Views of Advertisements
    • Table 4-6: Attitudes toward Advertising: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Table 4-7: Advertising Receptivity: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Ads Influence Black Grocery Shoppers More
    • African American Kids Have More Influence on Parental Buying Decisions
    • Table 4-8: Influence of Kids on Family Buying Decisions: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • African American Women Shoppers Most Influenced by Kids
    • Table 4-9: Influence of Kids on Family Buying Decisions: Non-Hispanic Black Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
    • African American Moms Shop Alone

    Consumer Expenditure Patterns
    • African American Consumer Units Have Distinct Characteristics
    • Table 4-10: Characteristics of Consumer Units: African American vs. Other Consumer Units, 1999
    • Consumer Expenditure Patterns Reviewed
    • Table 4-11: Annual Expenditures of Consumer Units: African American vs. Non-Hispanic White: by Percent of Total Expenditures Allocated to Selected Expenditure Categories, 1999
    • African American Consumers Favor Meat and Fish
    • Table 4-12: Annual Expenditures for Food and Beverages: African American vs Other Consumer Units, 1999
    • Spending on Laundry and Cleaning Supplies Higher than Average
    • Table 4-13: Annual Expenditures for Household Supplies, Furnishings, and Equipment: African American vs. Other Consumer Units, 1999
    • African Americans Spend the Most on Telephone Services
    • Table 4-14: Annual Expenditures on Telephone Services: African American vs. Other Consumer Units, 1999
    • African Americans Lead Consumer Spending on Footwear
    • Table 4-15: Annual Expenditures for Apparel: African American vs. Other Consumer Units, 1999
    • Black Women Include More Big Spenders on Apparel
    • More Spent on Used Vehicles
    • Table 4-16: Annual Expenditures for Transportation: African American vs. Other Consumer Units, 1999
    • Health-Care Expenditures Lag
    • Table 4-17: Annual Expenditures for Health Care: African American vs. Other Consumer Units, 1999
    • Personal-Care Products Spending Matches National Average
    • Table 4-18: Annual Expenditures for Personal-Care and Other Personal Products and Services: African American vs. Other Consumer Units, 1999
    • Personal Electronics Equipment Has High Priority for Black Consumers
    • Table 4-19: Annual Expenditures for Entertainment: African American vs. Other Consumer Units, 1999
    • Table 4-20: Electronics Equipment Purchasing Decisions: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Interest in Stocks on the Rise
    • Book Purchases Increase
    • Travel by African Americans Registers Sharp Gain

    African Americans and the Internet
    • Computer Ownership by African Americans Increases at Above-Average Rate
    • Table 4-21: Percent of U.S. Households with a Computer: by Race and Hispanic Origin, December 1998 vs. August 2000
    • Internet Access Doubles
    • Table 4-22: Percentage of U.S. Households with Internet Access: by Race and Hispanic Origin, December 1998 vs. August 2000
    • Number of African American Internet Users Nears 10 Million
    • Table 4-23: Internet Use by Individuals Age 3 and Over: African Americans vs. Other Population Groups, December 1998 vs. August 2000
    • Black Online Population Younger than Average
    • Table 4-24: Internet Use by Age Group: African Americans vs. Other Population Groups, December 1998 vs. August 2000
    • Women Drive Growth in Black Internet Population
    • African Americans See Internet as Key to Children’s Future
    • Table 4-25: Internet Use by 3- to 8-Year-Olds: African Americans vs. Other Population Groups, December 1998 vs. August 2000
    • Table 4-26: Internet Use by 9- to 17-Year-Olds: African Americans vs. Other Population Groups, December 1998 vs. August 2000
    • African American Internet Users Expected to Continue to Grow
    • Table 4-27: Access to Online Services: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Blacks More Likely to Access Internet outside the Home
    • Table 4-28: Usage of Online Services: by Location of Access: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • African Americans Less Likely to Be Heavy Internet Users
    • Online Shopping Has Low Priority for Most African American Internet Users
    • Table 4-29: Use of Online Services: by Type of Use: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • But Experienced African American Internet Users Shop Online More
    • African Americans Prefer Specialized Web Sites
  5. Media
    Print
    • Newspaper Readership Increases among African Americans
    • African Americans Look to Magazines
    • Table 5-1: Magazine Involvement: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Blacks Highly Positive toward Magazines
    • Table 5-2: Attitudes toward Magazines: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Ad Spending in Black Consumer Magazines Defies Slowing Economy
    • Essence Expands Brand
    • Heart & Soul and Honey Take on Essence
    • Black Enterprise Serves African American Executives
    • Time Targets African Americans
    • Savoy Aims at Affluent African Americans

    Television
    • African Americans Watch More Television than Other Groups
    • Black Cable Subscribers Subscribe More to Premium Cable Services
    • Research Suggests Blacks Less Involved with TV
    • Table 5-3: Television Involvement: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Table 5-4: Attitudes toward Television Programming: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Daytime TV Favored
    • Table 5-5: Network Television Viewed: by Time of Day: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Wide Variety of Shows Viewed
    • Table 5-6: Types of Network Primetime Shows Viewed: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Table 5-7: Types of Syndicated Shows Viewed: Non-Hispanic Blacks vs. Non- Hispanic Whites, Spring 2001
    • Table 5-8: Types of Network Daytime Shows Viewed: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • African Americans View TV Advertising as Positive
    • Table 5-9: Attitudes toward Television Advertising: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • UPN and WB Are Favorite Primetime Networks
    • Table 5-10: Networks Viewed in Primetime: Non-Hispanic Blacks vs. Non- Hispanic Whites, Spring 2001
    • Viacom Buys Into African American Cable TV Market
    • Start-Ups Fail to Topple BET from Cable Dominance

    Radio
    • African Americans Listen to Radio More
    • Table 5-11: Attitudes toward Radio: African Americans vs. Non-Hispanic Whites, Spring 2001
    • African Americans Prefer Specific Radio Formats
    • Table 5-12: Preferred Radio Formats: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
    • Urban Radio Format Gains New Respect from Advertisers
    • Radio One Builds National Platform
    • ABC Radio Teams with Radio One to Expand Reach of Urban Advantage Network

    New Media
    • More African Americans Look to Internet as News Source
    • African Americans Seek Sense of Community Online
    • BlackVoices.com Provides Virtual Community for African Americans
    • NetNoir Connects People to African American Culture and Lifestyle
    • BlackPlanet.com Offers Community Experience
    • NiaOnline Speaks to African American Women
  6. Overview of Marketing, Promotional, and Advertising Strategies
    Marketing Fundamentals
    • African American Marketing Should Be Year-Round Process
    • Strong Internal Review Process Recommended
    • Many African American Marketing Strategies Focus on Women
    • Proper Segmentation of African American Women’s Market Seen as Vital
    • African American Men Require Special Marketing Approach
    • Black Boomers Respond to Different Marketing Messages
    • Marketers Advised to Pay Attention to Affluent African Americans
    • Urbanites at Core of African American Market
    • Affluent Black Suburbanites Maintain Urban Orientation

    Marketing and Promotional Approaches
    • Community-Based Marketing Important
    • Successful Marketing Programs Give Back to the African American Community
    • Marketers Turn to Black Churches
    • Street Marketing Teams Are Vital Component of Strategies
    • Coupons Work When Customized to Black Consumers
    • Retailers Adjust Inventory to Attract African American Shoppers
    • Research Offers Suggestions to Grocery Chains on Marketing to African Americans

    Advertising Strategies and Campaigns
    • Research Shows African American Adults Prefer Ordinary People in Ads
    • But Black Celebrities Appear More Frequently in Ads Targeting Younger African Americans
    • Bud Light Joins with Cedric “The Entertainer”
    • Kobe Bryant Featured in McDonald’s Ad Campaign
    • Doublemint Campaign Features Williams Sisters
    • Spike Lee Targets Affluent African Americans for Jaguar
    • DaimlerChrysler Campaign Directed at African American Moms
    • State Farm Reaches Out to African Americans
    • Southwest Airlines Ads Target African Americans and General Market
  7. Case Studies of Companies Marketing to African Americans
    Alcoholic Beverages
    • Heineken and Corona Compete for African American Market
    • Coors Looks to African American Market
    • Paul Masson Brandy Relates to Both Black and White Consumers

    Automotive
    • Jaguar Reaches Out to Affluent African Americans
    • Other Luxury Car Makers Target Affluent African Americans
    • DaimlerChrysler Takes Steps to Attract African Americans

    Financial Services
    • Bank of America Looks to African Americans in Ethnic Marketing Campaign
    • Investment Firms Focus on African American Investors

    Food and Beverages
    • Packaged-Foods Companies Court African American Market
    • Wrigley’s Appeals to African Americans with Doublemint Campaign
    • Pepsi and Coke Battle for the Urban Market

    Restaurants
    • Restaurant Promotions Target African Americans
    • McDonald’s Reaches Out to African Americans All Year Long
    • AFC Launches Education Initiatives Directed at African Americans
    • Denny’s Sponsors Essay Contest
    • Burger King Looks to African Americans to Succeed

    Retail
    • Sears Caters to Urban Population
    • Kmart Committed to African American Community

    Other
    • Telecommunications Companies Court African Americans
    • Greeting Card Companies Compete for African American Market
    • Gateway Reaches Out to African American Community
    • Major Publishers Launch Black Imprints
    • Mainstream Multinationals Acquire Stake in Ethnic Hair-Care Market

    Appendix I: Examples of U.S. African American market advertising
    Appendix II: Addresses of Selected U.S. African American Market Resources
    • Advertising/Marketing Agencies
    • Market Research Companies
    • Publications
    • Other Media
    • Organizations
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