Chapter 1: Executive Summary

• Introduction
  
  • Background
  • Overview of Report
  
  
• Scope and Methodology
  
  • Market Definition
  • Methodology
  
  
• Current Population Trends
  
  • Size of Black Population Depends on How It Is Defined
  • Blacks Account for One in Eight Americans
  • Black Population Will Approach 40 Million in 2008
  • Most Blacks Continue to Live in South
  
  
• Economic Profile
  
  • Household Income Increased at Above-Average Rate
  • Blacks’ Income and Earnings Higher than Hispanics’
  • Household Income Analyzed
  • Majority of Black Married-Couple Families Have Incomes of $50,000+
  
  
• Household and Family Structure
  
  • Family Households Predominate
  • African American Kids More Likely to Live with Moms and Grandparents
  • Black Kids as Likely To Be Only Children
  • More African American Kids Have Working Moms
  
  
• Social Indicators
  
  • African American College Enrollment Continues to Rise
  • Health Profile of African Americans Less Favorable
  • Blacks Most Politically Active Minority Group
  • African Americans More Religious than Other Population Segments
  
  
• Overview of African American Consumers
  
  • Blacks Spend More on Apparel
  • Food Expenditures Have High Priority
  • More Spent on TVs and Audio Equipment
  • African Americans View Selves as Trendsetters
  • African Americans Like to Shop
  • Brand Switching More Common
  • African American Shoppers Go Out of Their Way to Shop at Favorite Stores
  • Research Suggests African Americans Remain on Other Side of Digital Divide
  
  
• Affluent African American Consumers
  
  • Number of Affluent Black Households Doubled in Late 1990s
  • Married-Couple Families Predominate among Affluent Blacks
  • More than 9 Million African Americans Live in Affluent Households
  • More Women Work in Affluent Black Families
  • Most Affluent Black Families Have No Children at Home
  • Fewer Financial Services Used
  • Affluent Black Families Above-Average Users of Telecommunications Services
  • Affluent Blacks Remain Underserved
  
  
• African American Women
  
  • Women Head Nearly Half of Black Households
  • Nearly Half of African American Women Have Attended College
  • Black Women Are Major Earners
  • More than 2 Million African American Women Work as Executives and Managers
  • More than 1.7 Million Black Women Have Above-Average Earnings
  • African American Women Pursue Style and Fashion
  • Black Women Buy More New Clothes
  • Women Key Decision-Makers in African American Households
  
  
• African Americans and the Urban Youth Consumer Culture
  
  • Hip-Hop Movement Created and Developed by African Americans
  • Urban Youth Culture Now Part of Mainstream
  • African Americans Continue to Drive Urban Youth Culture
  • Trendsetting Young African Americans Influence Lucrative Market Segment
  • Designer Labels Important
  • Owning a New Car Important to Young African Americans
  • More Marketers Turn to Hip-Hop Culture
  
  
• Marketing and Advertising Trends
  
  • African American Advertising Seen as Changing over Time
  • Celebrities Remain Important
  • Churches Can Be Helpful Grassroots Marketing Partners
  • Bank of America Reaches Out to African American Consumers
  • Blacks Highly Receptive to TV Advertising
  • Coca-Cola Looks to Young Trendsetting African Americans
  • U.S. and Japanese Automakers Target Multicultural Buyers
  
  
• African Americans and the Media
  
  • African Americans Look to Magazines
  • New Magazines Target Affluent Segment
  • Black Newspapers Struggle to Survive
  • African Americans Focus on Television
  • Movie Channels Major Draw for Black Viewers
  • Urban Contemporary Tops List of Radio Formats
  • Internet Changes Media Usage Habits
  • African Americans More Likely to Download Music Files
  
  
• African American Buying Power
  
  • African Americans Responsible for Increasing Share of Total Consumer Expenditures
  • Buying Power of Black Women Will Increase 35.2%
  • Buying Power of Affluent African Americans Will Reach $479 Billion
  • African American Buying Power Will Exceed $900 Billion in 2008
  
  
• Geographic Trends in the African American Market
  
  • Migration to South Continues
  • Blacks Join Exodus to Suburbs
  • Suburban Growth Creates New African American Market Segment
  
  
• Trends and Opportunities in the African American Market
  
  • Shift in “Ethnic Marketing” Underway
  • Parameters of African American Marketing Start to Blur
  • Multicultural Approach Needs Right Perspective
  • Growing Diversity of Black Population Affects Marketing Strategies
  • Upward Mobility by African Americans Creates More Possibilities for Marketers
  • African American Consumers Still Represent Untapped Market
  
  
• Section 1: The African American Population Today

Chapter 2: Current Population Trends

• Race and African American Identity
  
  • Black Population Subject to Complex Definitions
  • Size of Black Population Depends on How It Is Defined
  • Table 2-1: Profile of the Black Population of the United States, by Race Alone and Hispanic Origin
  • Nearly 3 Million Blacks Are Foreign-Born
  • Table 2-2: Foreign-Born Population, by Race and Hispanic Origin
  • Table 2-3: Immigration from Selected Countries, 1981-2002
  
  
• Population Growth Patterns
  
  • Blacks Account for One in Eight Americans
  • Table 2-4: U.S. Population by Race and Hispanic Origin
  • Black Population Will Approach 40 Million in 2008
  • Table 2-5: Population Growth, Blacks vs. Other Population Groups, April 2000 to July 2002
  • Table 2-6: Projected Population Growth, African Americans vs. Other Population Groups, 2003-2008
  • Table 2-7: African Americans and Other Population Groups as Percent of U.S. Population, 2003-2008
  
  
• Age and Gender
  
  • Black Population Skews Younger than Average
  • Table 2-8: Population by Age Group, African Americans vs. Other Population Groups
  • Table 2-9: African Americans as Percent of Total Population by Selected Age Group
  • African American Women Significantly Outnumber Men
  • Table 2-10: Population by Gender, African Americans vs. Other Population Groups
  
  
• Geographic Distribution of the African American Population
  
  • Most Blacks Continue to Live in South
  • Table 2-11: African American Population by Region
  • Table 2-12: African Americans as Percent of Total Population of Region
  • New York Has Largest Black Population
  • Table 2-13: States with Largest African American Populations
  • Southern States Have Highest Proportion of Blacks
  • Table 2-14: States with Highest Percentage of African Americans
  • Hispanic Blacks Concentrated in Handful of States
  • Table 2-15: States with the Largest Populations of Hispanic Blacks
  • Table 2-16: Hispanic Blacks as Percentage of Total Black Population, by State
  • Southern and Border States Least Likely to Have Multicultural Orientation
  • Table 2-17: Non-Hispanic Blacks Alone as Percentage of Total Black Population, by State)
  • More Blacks Live in Central Cities
  • Table 2-18: African American Population by Metropolitan vs. Non-Metropolitan Residence

Chapter 3: Economic Profile

• Income Levels
  
  • Household Income Increased at Above-Average Rate
  • Table 3-1: Aggregate Household Income, African Americans vs. Other Population Groups, 1981 vs. 2002
  • Blacks’ Income and Earnings Higher than Hispanics’
  • Table 3-2: Mean Income of People 15 Years and Over, African Americans vs. Other Population Groups
  • Table 3-3: Earnings of Full-Time, Year-Round Workers 15 Years and Over, African Americans vs. Other Population Groups
  • Household Income Analyzed
  • Table 3-4: Mean Household and Family Income, African Americans vs. Other Population Groups
  • Table 3-5: Income per Household Member, African Americans vs. Other Population Groups
  • Table 3-6: Total Money Income of Households by Type, African Americans vs. Other Population Groups
  • Majority of Black Married-Couple Families Have Incomes of $50,000+
  • Table 3-7: Total Money Income of Families by Type, African Americans vs. Other Population Groups
  • Most African American Families Own Homes
  • Table 3-8: Tenure by Household Type, African Americans vs. Other Population Groups
  • Number of African American Homeowners Grows at Faster Rate
  • Table 3-9: Number of Homeowners, African Americans vs. Other Population Groups, 1994-2002
  • Table 3-10: Growth in Number of New Homeowners, African Americans vs. Others, 1995-2002
  
  
• Employment and Occupational Patterns
  
  • More Black Women in Labor Force
  • Table 3-11: Labor Force Status, African Americans vs. Other Population Groups
  • Table 3-12: Employment Status of the Population 16 Years of Age and Over, by Race and Hispanic Origin, 2002 51Chapter 3: Economic Profile [Cont.]
  • African Americans More Likely to Work in Public Sector
  • Table 3-13: Class of Worker, African Americans vs. Other Population Groups
  • One in Five Blacks Holds Managerial or Professional Position
  • Table 3-14: Occupations, African Americans vs. Other Population Groups, 2002
  • Women More Likely to Hold Managerial and Professional Jobs
  • Table 3-15: Leading Occupations of African American Men and Women

Chapter 4: Household and Family Structure

• Overview
  
  • Family Households Predominate
  • Table 4-1: Household Type, African Americans vs. Other Population Groups
  • Black Families Smaller than Hispanic and Asian Families
  • Table 4-2: Size of Family Households, African Americans vs. Other Population Groups
  
  
• The Family Environment of African American Kids
  
  • Kids Comprise Above-Average Share of Black Population
  • Table 4-3: Under-18 Population by Selected Age Group, African Americans vs. Other Population Groups
  • African American Kids More Likely to Live with Moms
  • Table 4-4: Marital Status of Parents and Living Arrangements of Children, African American Children vs. Other Children
  • Many Black Kids Live with Grandparents
  • Table 4-5: Children Living with Grandparents and Other Adults, African American Children vs. Other Children
  • Table 4-6: African American Children Living with Grandparents
  • African American Grandparents Play Major Childrearing Role
  • Table 4-7: Grandparents Living with Grandchildren, by Race and Hispanic Origin
  • Black Kids as Likely To Be Only Children
  • Table 4-8: Presence of Siblings in Families, African Americans vs. Other Population Groups
  • Younger Parents More Common
  • Table 4-9: Age of Parents, African American Children vs. Other Children,2002
  • African American Parents More Likely Than Other Minority Groups Be High School Graduates
  • Table 4-10: Education of Parents, African American Children vs. Other Children
  • More African American Kids Have Working Moms
  • Table 4-11: Labor Force Status of Parents, African American Children vs. Other Children, 2002
  • Table 4-12: Stay-at-Home Moms in Married-Couple Families with Children under 15, African American Children vs. Other Children
  • Nearly 3.3 Million Black Children Live in Families with $50,000+ Incomes
  • Table 4-13: Income of Families with Children, African American Children vs. Other Children
  • Table 4-14: Mean Income of Married-Couple Families with Children, African Americans vs Other Population Groups

Chapter 5: Social Indicators

• Educational Attainment
  
  • 3.4 Million African Americans Are College Graduates
  • Table 5-1: Educational Attainment of the Population 25 Years and Over, African Americans vs. Other Population Groups
  • Educational Gender Gap Seen Reversed among Blacks
  • Table 5-2: Educational Attainment of Men 25 Years and Over, African Americans vs. Other Population Groups
  • Table 5-3: Educational Attainment of Women 25 Years and Over, African Americans vs. Other Population Groups
  • African American College Enrollment Continues to Rise
  • Table 5-4: Enrollment Rates in Degree-Granting Institutions, by Race and Hispanic Origin, Selected Years, 1972-2001
  • Table 5-5: Enrollment in Degree-Granting Institutions, by Race and Hispanic Origin, 1980 vs. 2000
  • Table 5-6: Degrees Earned by African Americans, 1981 vs. 2000
  • Historically Black Colleges and Universities Continue to Play Major Role
  • Table 5-7: Enrollment in Historically Black Colleges and Universities, 2000
  • College Completion Affects Employment Rates
  
  
• Health Status
  
  • Health Profile of African Americans Less Favorable
  • Table 5-8: Key Indicators of Health for U.S. Adults, by Race and Hispanic Origin, 2002
  • Above-Average Risks Seen in Numerous Areas
  • Access to Health Insurance and Medical Care Problematic
  • Table 5-9: Access to Health Insurance and Medical Care, by Race and Hispanic Origin, 2002
  • Study Finds Improvement in African American Health
  
  
• Political and Social Values
  
  • Blacks Most Politically Active Minority Group
  • Table 5-10: Participation in 2000 Election, by Race and Hispanic Origin
  • African American Political Views Differ
  • Table 5-11: Political Profile of African Americans
  • African Americans More Religious than Other Population Segments
  • Social Views More Liberal
  • Table 5-12: Selected Social Values of African Americans
  
  
• Section 2: Understanding the African American Consumer

Chapter 6: Overview of African American Consumers

• Profile of African American Consumer Units
  
  • Consumer Units Defined
  • Black Households Spend More of Income
  • Table 6-1: Expenditures of African American Consumer Units as Percent of Before-Tax Income
  • Black Consumer Units Larger than Average
  • Table 6-2: Characteristics of Consumer Units, African American Consumer Units vs. Other Consumer Units
  
  
• African American Consumer Expenditure Patterns
  
  • Blacks Spend More on Apparel
  • Table 6-3: Annual Expenditures for Apparel and Services by Percent of Total Expenditures, African Americans vs. Other Consumer Units
  • Most Automotive Expenditures Similar to Those of Other Consumers
  • Table 6-4: Annual Expenditures by African American Consumers for Vehicle Purchases and Related Expenses as Percent of Total Expenditures
  • Food Expenditures Have High Priority
  • Table 6-5: Annual Expenditures by Consumer Units for Food and Beverages, by Amount and as Percent of Total Consumer Expenditures, African Americans vs. Other Consumer Units
  • Table 6-6: Annual Expenditures by Consumer Units for Selected Categories of Food at Home, African Americans vs. Other Consumer Units
  • More Spent on TVs and Audio Equipment
  • Table 6-7: Annual Expenditures by Consumer Units for Entertainment, African Americans vs. Other Consumer Units
  • Black Households Spend on Furniture
  • Table 6-8: Annual Expenditures by Consumer Units for Household Furnishings and Equipment, by Amount and as Percent of Total Consumer Expenditures, African Americans vs. Others
  • Health Care Expenditures Below Average
  • Table 6-9: Annual Expenditures for Health Care by Percent of Total Expenditures, African Americans vs. Other Consumer Units
  
  
• Shopping Behavior and Buying Patterns
  
  • African Americans View Selves as Trendsetters
  • Table 6-10: African Americans as Trendsetters, by Gender
  • Blacks Shop with Friends
  • Table 6-11: African American Attitudes toward Shopping as a Social Experience, by Gender
  • African Americans Like to Shop
  • Table 6-12: African Americans and the Importance of Shopping, by Gender
  • Low Prices Not Necessarily Most Important Draw for Black Shoppers
  • Table 6-13: Price Sensitivity of African Americans, by Gender
  • Brand Switching More Common
  • Table 6-14: Brand Loyalty of African Americans, by Gender
  • African American Shoppers Go Out of Their Way to Shop at Favorite Stores
  • Table 6-15: African Americans’ Criteria for Selecting Stores, by Gender
  • African American Consumers Take Their Time in Stores
  • Table 6-16: In-Store Shopping Behavior of African Americans, by Gender
  
  
• African Americans and the Internet
  
  • Research Suggests African Americans Remain on Other Side of Digital Divide
  • Table 6-17: Use of Internet by African Americans, by Gender
  • African American Lives Less Affected by Internet
  • Table 6-18: Impact of the Internet on African American Lifestyles, by Gender
  • Blacks Less Likely to Shop Online
  • Table 6-19: Online Activities of African Americans, by Gender

Chapter 7: Affluent African American Consumers

• Overview of Affluent African Americans
  
  • Number of Affluent Black Households Doubled in Late 1990s
  • Figure 7-1: Number of African American Households with Incomes of $60,000 or More, 1995 vs. 2003
  • Nearly 2.8 Million Households Have $60,000+ Incomes
  • Table 7-1: African American Households with Incomes of $60,000 or More, by Income Level
  • Affluent Black Households Control More than Half of Aggregate Income
  • Table 7-2: Aggregate Income of African American Households, Affluent vs. Other Households Married-Couple Families Predominate among Affluent Blacks
  • Table 7-3: African American Households with Incomes of $60,000 or More, by Type of Household
  • More than 9 Million African Americans Live in Affluent Households
  • Table 7-4: Number of People Living in African American Households, by Income Level
  • Table 7-5: Profile of People Living in African American Households with Incomes of $60,000 or More
  • African Americans in Wide Range of High-Income Jobs
  • Table 7-6: Aggregate Income of African Americans with High-Paying Occupations, by Occupation
  • Relatively Few Affluent Households Found in Deep South
  • Table 7-7: States with Largest Number of Affluent African American Households
  • One in Seven Affluent African American Households Are in New York Metro Area
  • Table 7-8: Metropolitan Areas with Largest Number of Affluent African American Households
  
  
• Profile of Affluent African American Families
  
  • Number of Married-Couple Families Grew 10% in Late 1990s
  • Figure 7-2: Number of African American Married-Couple Families, 1995 vs. 2003
  • More Women Work in Affluent Black Families
  • Table 7-9: African American Families with Incomes of $60,000 and Over, by Type of Family
  • Fig. 7-3: Percent of Married-Couple Families with Incomes of $60,000 and Over with Wife in Paid Labor Force, African Americans vs. Other Population Groups
  • Most Affluent Black Families Have Children at Home
  • Table 7-10: African American Families with Incomes of $60,000 and Over, by Presence of Related Children under 18 Years
  • Kids Affect Brand Choices of Affluent Couples
  • Table 7-11: Family Attitudes toward Shopping with Their Kids
  • Affluent Black Couples Differ in Financial Management Views
  • Table 7-12: Attitudes of Affluent Couples toward Personal Financial Management, African Americans vs. Others
  • Fewer Financial Services Used
  • Table 7-13: Affluent African American Married Couples, Use of Financial Services
  • “Wealth Gap” Explains Behavioral Differences
  • Black Investors Choose Real Estate over Stock Market
  • Affluent Black Families Underserved by Home Electronics Marketers
  • Table 7-14: Affluent Family Attitudes toward Home Electronics, African Americans vs. Others
  • Table 7-15: Affluent Family Ownership of Home Electronics, African Americans vs. Others
  • Affluent Black Families Above-Average Users of Telecommunications Services
  • Table 7-16: Affluent Black Married Couples, Use of Telecommunications Services
  • Luxury and Looks Main Criteria When Choosing Cars
  • Table 7-17: Affluent Family Attitudes toward Automobiles
  • High-Income Blacks Aspire to Buy New Cars
  • Table 7-18: Affluent African American Family Consumer Attitudes, New vs. Used Cars
  • One-Car Households More Common
  • Table 7-19: Affluent African American Families, Vehicle Ownership Patterns
  • Foreign Cars Preferred
  • Table 7-20: Affluent African American Family Attitudes: Foreign vs. Domestic Cars
  
  
• Strategic Implications
  
  • Growing Black Middle Class Creates New Opportunities
  • Affluent Blacks Remain Underserved
  • Rising Incomes Will Eventually Affect Financial Behavior

Chapter 8: African American Women

• Demographic Overview
  
  • More Women in Black Population
  • Table 8-1: Population by Gender, African Americans vs. Other Population Groups
  • Black Women Less Likely to Marry
  • Table 8-2: Marital Status of 15- to 44-Year-Old Women by Age Group, African Americans vs. Other Population Groups
  • Table 8-3: Women Who Have Never Had Children, by Age and Race and Hispanic Origin
  • Women Head Nearly Half of Black Households
  • Table 8-4: Households Headed by Women, African Americans vs. Other Population Groups
  • Nearly Half of African American Women Have Attended College
  • Table 8-5: Educational Attainment of Women 25 Years and Over, African Americans vs. Other Population Groups
  • Black Women Are Major Earners
  • Table 8-6: Aggregate Income of Women, African Americans vs. Other Population Groups
  • African American Women More Likely to Be in Labor Force
  • Table 8-7: Women in the Labor Force, African Americans vs. Other Population Groups
  • More than 2 Million African American Women Work as Executives and Managers
  • Table 8-8: Leading Occupations of African American Women
  • Table 8-9: Top 10 Industries Employing African American Women
  • More than 1.7 Million Black Women Have Above-Average Earnings
  • Table 8-10: Earnings of Full-Time, Year-Round Female Workers 15 Years and Over, African Americans vs. Other Population Groups
  • Single Women Predominate in Upper Income Brackets
  • Table 8-11: African American Women Aged 18 and Over with Incomes of $35,000 or More, by Income Level and Marital Status
  
  
• Consumer Profile
  
  • Advertisers Find Highly Receptive Audience among African American Women
  • Table 8-12: Attitudes of African American Women toward Advertising
  • African American Women Pursue Style and Fashion
  • Table 8-13: Attitudes of African American Women toward Fashion and Style
  • Black Women Buy More New Clothes
  • Table 8-14: Attitudes of African American Women toward Shopping and Buying Clothes
  • Clothing Brands Get Less Attention
  • Table 8-15; Attitudes of African American Women toward Apparel Brands
  • Use of Cosmetics Shows Differences
  • Table 8-16: Use of Cosmetics by African American Women
  • Table 8-17: Use of Hair-Care Products by African American Women
  • African American Women Feel Less Guilty about Food
  • Table 8-18: Attitudes of African American Women toward Nutrition and Dieting
  • African American Women Favor Tried-and-True Foods
  • Table 8-19: Attitudes of African American Women toward Food and Cooking
  
  
• Strategic Implications
  
  • Women Are Powerful Economic Force in African American Market
  • Women Key Decision-Makers in African American Households
  • Some Experts See Marketers Ignoring African American Women

Chapter 9: African Americans and the Urban Youth Consumer Culture

• Overview
  
  • Hip-Hop at Center of Urban Youth Culture
  • Hip-Hop Movement Created and Developed by African Americans
  • Urban Youth Culture Now Part of Mainstream
  • African Americans Continue to Drive Urban Youth Culture
  • Young African Americans Remain Central Force in Urban Settings
  • Table 9-1: Metropolitan Areas by Population of 15- to 24-Year-Old African Americans
  • Income of Young African Americans Nears $100 Billion
  • Table 9-2: Aggregate Income of 15- to 29-Year-Old African Americans, by Gender and Age Group
  • Trendsetting Young African Americans Influence Lucrative Market Segment
  • Figure 9-1: Aggregate Income of 15- to 29-Year-Olds, African Americans vs. Other Population Groups
  
  
• Young African Americans as Trendsetters
  
  • Style and Fashion Key Element of Culture
  • Table 9-3: Attitudes of 18- to 29-Year-Olds toward Fashion and Style, African Americans vs. Others
  • Buying New Clothes Has High Priority
  • Table 9-4: Attitudes of 18- to 29-Year-Olds toward Shopping for Clothes, African Americans vs. Others
  • Designer Labels Important
  • Table 9-5: Attitudes of 18- to 29-Year-Olds toward Apparel Brands, African Americans vs Others
  • Under-30 African Americans Aspire To Be First to Buy Latest Electronic Equipment
  • Table 9-6: Attitudes of 18- to 29-Year-Olds toward Consumer Electronics, African Americans vs. Others
  • Table 9-7: Ownership of Consumer Electronics by 18- to 29-Year-Olds, African Americans vs. Others
  • More Telecommunications Services Used
  • Table 9-8: Use of Telecommunications Products and Services by 18- to 29-Year-Olds, African Americans vs. Others7
  • Owning a New Car Important to Young African Americans
  • Table 9-9: Vehicle Ownership Patterns of 18- to 29-Olds, African Americans vs. Others
  • Table 9-10: Attitudes of 18- to 29-Year-Olds toward New Cars, African Americans vs Others
  • Foreign Cars Have More Prestige
  • Table 9-11: Attitudes of 18- to 29-Olds, Foreign vs. Domestic Cars, African Americans vs. Others
  
  Key Trends and Strategic Implications
  
  • Urban Labels Start to Break into Mass Channels
  • Hip-Hop Seen as Fastest Growing Radio Format
  • More Marketers Turn to Hip-Hop Culture

Chapter 10: Marketing and Advertising Trends

• Overview
  
  • African American Advertising Seen as Changing over Time
  • Ads Viewed as Having More Leeway
  • Negative Stereotyping Remains Sensitive Issue
  • Advertisers Still Walk Fine Line
  • Celebrities Remain Important
  • Grassroots Marketing Key Component of Strategies
  • Churches Can Be Helpful Grassroots Marketing Partners
  • Film Festivals Draw Advertisers’ Attention
  
  
• Marketing and Promotional Approaches
  
  • Cognac Importers Compete for Young African American Market
  • Bacardi Looks to Affluent African Americans
  • Bank of America Reaches Out to African American Consumers
  • Kmart Caters to Urban Multicultural Customers
  • Avon Seeks to Increase Number of African American Sales Reps
  
  
• Advertising Strategies and Campaigns
  
  • African Americans See Benefits of Advertising
  • Table 10-1: Attitudes of African Americans toward Advertising, by Gender
  • Blacks Highly Receptive to TV Advertising
  • Table 10-2: Attitudes of African Americans toward Television Ads, by Gender
  • Print Advertising Rated Highly
  • Table 10-3: Attitudes of African Americans toward Print Advertising, by Gender
  • Outdoor Ads Capture African Americans’ Attention
  • Table 10-4: Attitudes of African Americans toward Outdoor Advertising, by Gender
  • Coca-Cola Looks to Young Trendsetting African Americans
  • P&G Seeks Synergy between General-Market and African American Campaigns
  • Big Three Automakers Target Multicultural Buyers
  • Japanese Automakers Reach Out to Diverse Urban Youth Market

Chapter 11: African Americans and the Media

• Print
  
  • African Americans Value Magazines
  • Table 11-1: African American Attitudes toward Print Media, by Gender
  • Black-Oriented Magazine Titles Most Popular Category
  • Table 11-2: Magazines Popular with African Americans, by Gender
  • New Magazines Target Affluent Segment
  • Vanguarde Media Closes Three Magazines
  • Black Newspapers Struggle to Survive
  
  
• Television and Radio
  
  • African Americans Focus on Television
  • Table 11-3: African American Attitudes toward Television, by Gender
  • Movie Channels Major Draw for Black Viewers
  • Table 11-4: Cable TV Services Popular with African Americans
  • Show Preferences Similar to Population as a Whole
  • Table 11-5: Types of Network Primetime TV Shows Popular with African Americans
  • Fox Draws Most Black Viewers
  • Table 11-6: Broadcast Network Viewing by African Americans
  • New Cable Network Targets African American Adults
  • 24-Hour Black News Channel Launched
  • Radio Important Entertainment Medium
  • Table 11-7: African American Attitudes toward Radio, by Gender
  • Urban Contemporary Tops List of Radio Formats
  • Table 11-8: Radio Formats Popular with African Americans
  • Competition Intensifies in Urban Radio Format
  
  
• New Media
  
  • Internet Changes Media Usage Habits
  • Table 11-9: Impact of Internet on Media Usage by American Americans, by Gender
  • African Americans More Likely to Download Music Files
  • Table 11-10: Use of Online Media by African Americans, by Gender
  • America Online Launches “AOL Black Focus”
  
  Section 4: African American Market Trends

Chapter 12: African American Buying Power

• Aggregate Consumer Expenditures
  
  • African Americans Responsible for Increasing Share of Total Consumer Expenditures
  • Table 12-1: Aggregate Consumer Expenditures, African Americans vs. Other Population Groups, 1998 vs. 2002
  • Expenditures on Food Total $37 Billion
  • Table 12-2: Aggregate Annual Expenditures by African American Consumer Units for Food and Beverages
  • Black Households Form Major Market for Household Appliances
  • Table 12-3: Aggregate Annual Expenditures by African American Consumer Units for Household Furnishings and Equipment
  • Apparel Expenditures Top $23 Billion
  • Table 12-4: Aggregate Annual Expenditures by African American Consumer Units for Apparel
  • Auto Purchases Exceed $33 Billion
  • Table 12-5: Aggregate Annual Expenditures by African American Consumer Units for Vehicle Purchases and Related Expenses
  • Home Electronics Products Generate High Interest among Black Consumers
  • Table 12-6: Aggregate Annual Expenditures by African American Consumer Units for Entertainment
  • Personal-Care Products Expenditures Total $6.6 Billion
  • Table 12-7: Aggregate Annual Expenditures by African American Consumers for Personal- Care Products and Services, Reading Materials, and Education
  
  
• African American Buying Power
  
  • Buying Power Used as Measure of African American Market
  • Scope of African American Market Subject to Interpretation
  • Table 12-8: Size of the African American Population, by Racial Category and Hispanic Origin
  • Buying Power of Black Women Will Increase 35.2%
  • Table 12-9: Projected Growth in Buying Power of African American Women15 Years of Age and Over, 2003-2008
  • Buying Power of Affluent African Americans Will Reach $479 Billion
  • Table 12-10: Projected Growth in Buying Power of Affluent African Americans, 2003-2008
  • African American Buying Power Will Exceed $900 Billion in 2008
  • Table 12-11: Projected Growth in African American Buying Power, 2003-2008

Chapter 13: Geographic Trends in the African American Market

• Leading Geographic Markets
  
  • New York Metro Area Most Lucrative Market
  • Table 13-1: Aggregate Household Income of African Americans in Top 25 Metropolitan Areas
  • Washington, D.C. Has Highest Median Household Income
  • Table 13-2: Leading African American Metro Markets, by Median Household Income
  
  
• Key Geographic Trends
  
  • More than Two Million Blacks Made Interstate Moves in Late 90s
  • Table 13-3: Migration of Black Population within the United States, 1995 to 2000
  • Migration to South Continues
  • Table 13-4: Domestic Migration by Blacks by Region and Census Division, 1995 to 2000
  • Georgia and North Carolina Show Largest Gains from Domestic Migration
  • Table 13-5: States with Largest Gains from Migration by Blacks, 1995 to 2000
  • Black Population Grew Faster in South
  • Figure 13-1: Rate of Population Growth in the South 1990-2000, African Americans vs. Other Population Groups
  • Florida Shows Most Growth between 2000 and 2002
  • Table 13-6: States with Fastest-Growing African American Populations, April 2000-July 2002
  • Blacks Join Exodus to Suburbs
  • Table 13-7: African American Population, Metropolitan vs. Non-Metropolitan Residence, 1995 vs. 2002
  • Table 13-8: Suburban Population Growth 1995 vs. 2002, by Race
  • Suburban Blacks Relatively More Affluent
  • Table 13-9: Mean Income of Central City vs. Suburban Residents, Blacks vs. Population Groups
  • Residential Segregation Declines
  • Table 13-10: Trends in Residential Segregation of African Americans in Metropolitan Areas, 1980-2000
  
  
• Strategic Implications
  
  • Suburbs Begin to Reflect Multicultural Profile of America
  • Suburban Growth Creates New African American Market Segment
  • Table 13-11: Aggregate Income of African American Families, Central City vs. Suburban

Chapter 14: Trends and Opportunities in the African American Market

• Key Trends
  
  • Shift in “Ethnic Marketing” Underway
  • Parameters of African American Marketing Start to Blur
  • Multicultural Approach Needs Right Perspective
  • Growing Diversity of Black Population Affects Marketing Strategies
  
  
• Emerging Opportunities
  
  • Upward Mobility of African Americans Creates More Possibilities for Marketers
  • Central-City African Americans Key Segment
  • Many African American Consumers Still Represent Untapped Market

Appendix: Addresses of Selected U.S. African American Market Resources

• Advertising/Marketing
• Publications
• Other Media