The African-American Consumer Market, 9th Edition

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Published Dec 27, 2013 | 142 Pages | Pub ID: LA5062152

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The African-American Consumer Market, 9th Edition

With a population of 44 million and buying power over $1 trillion in 2013, African-Americans are a key segment in an American economy that increasingly depends upon the needs and preferences of multicultural consumers. 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. Yet the African-American consumer segment remains woefully undermarketed to, and companies that persist in their failure to capture the attention of black consumers also risk missing out on the tens of millions of dollars African-Americans spend annually on everything from food and beverage products to apparel to mobile technology and video games.

The 9th edition of Packaged Facts' The African-American Consumer Market focuses on how African-American consumers are responding to the challenges of today’s economy as they shop in department stores, supermarkets, supercenters, and other retail outlets as well as online. 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. Additionally, The African-American Consumer Market highlights the attitudes and behavior of affluent African-American shoppers. The report also forecasts the growth of the buying power of African-Americans through 2017 and provides a detailed demographic profile of the African-American population

Scope

Packaged Facts generally has defined the African-American market as including the buying power of individuals who identify in Census Bureau data as black or African-American, regardless of whether they also identify as Hispanics. This definition, is consistent with the data categories used by forecasting groups such as the Selig Center for Economic Growth at the University of Georgia. The terms “black” and “African-American” are used inter-changeably in this report.

Methodology

This report is based on information collected directly from firms active in the African-American market as well as a thorough analysis of relevant industry and trade publications, including a cultivation of findings published by the Nielsen Company and Selig Center. Primary data on African-American consumer behavior are drawn from the Fall 2012 Experian Marketing Services National Consumer Study (NCS). The report also cites data from several updated estimates and analyses of the African-American population released by the Census Bureau in 2011 and 2013.

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        •   Growth in African-American Buying Power, 2009-2014 and 2017 (in billion $)

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        •   Demographic Patterns for Positive Expectations for American Economy: By Race/Ethnicity and Political Outlook vs. Household Income, 2012 (percent and index)

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      •   Average Number of People per Household: By Race, 2013
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        •   Demographic Patterns for Having Children in the Household: By Gender, 2012 (index)
        •   Demographic Patterns for Having Children in the Household: By Generational Cohort, 2012 (index)

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        •   Family Related Psychographics Influencing Shopping Behavior, 2012 (index)

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        •   Weekly Grocery Expenditure By Race, Generational Cohort and Gender, 2012 (index)
        •   Weekly Grocery Expenditure: By Race, Generational Cohort and Gender, 2012 (percent)
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      •   Growth in African-American Buying Power, 2009-2014 and 2017 (in billion $)

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        •   Employment Status of the Civilian Population: By Race, 2013 (numbers in thousands)

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        •   Demographic Patterns for Full-Time Employment: By Gender, 2012 (index)
        •   Demographic Patterns for Full-Time Employment: By Generational Cohort, 2012 (index)

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        •   Demographic Patterns for Temporary Unemployment: By Gender, 2012 (index)
        •   Demographic Patterns for Temporary Unemployment: By Generational Cohort, 2012 (index)

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        •   Demographic Patterns for Positive Expectations for American Economy: By Race/Ethnicity and Political Outlook vs. Household Income, 2012 (percent and index)
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        •   Demographic Patterns for Expecting Positive Change in Financial Status Over Coming 12 Months: By Gender, 2012 (index)
        •   Demographic Patterns for Expecting Positive Change in Financial Status Over Coming 12 Months: By Generational Cohort, 2012 (index)

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        •   Consumer Responses to the Question, "How Much Money Do You Expect to Spend on Household Essentials (i.e. Food, Gas, Etc.) in Next 30 Days Compared to Last 30 Days," 2010 and 2012 (index)
        •   Consumer Responses to the Question, "How Likely Are You to Purchase a Medium-Ticket Item (i.e., Small Appliance, Electronics, Etc.) Within Next 30 Days," 2010 and 2012 (index)
        •   Consumer Responses to the Question, "How Likely Are You to Purchase a Big-Ticket Item (i.e., Major Appliance, Car, Etc.) Within Next 30 Days," 2010 and 2012 (index)

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      •   Average Number of People per Household: By Race, 2013

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        •   Demographic Patterns for Living Alone: By Gender, 2012 (index)

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        •   Households by Race of Household Reference Person and Detailed Type, 2013 (numbers in thousands, except for percentages)
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        •   Marital Status of African-Americans 15 Years and Over: By Age and Sex, 2013 (in thousands)
        •   Marital Status of African-Americans 15 Years and Over: By Age and Sex, 2013 (percentage)
        •   Demographic Patterns for Being Married: By Gender, 2012 (index)
        •   Demographic Patterns for Being Married: By Generational Cohort, 2012 (index)

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        •   African-American Children by Presence and Type of Parent(s), 2013 (in thousands and percent)

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        •   Demographic Patterns for Having Children in the Household: By Gender, 2012 (index)
        •   Demographic Patterns for Having Children in the Household: By Generational Cohort, 2012 (index)

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        •   Family Related Psychographics Influencing Shopping Behavior, 2012 (index)

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        •   Households by Total Money Income and Race, 2002-2012 (percent)
        •   Households by Total Money Income and Race, 2002-2012 (median and mean income)
        •   Household Income: By Race, 2008, 2010, and 2012 (percent and index)

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        •   Banking and Payment Card Related Psychographics Among African-Americans: By Household Income, 2012 (index)
        •   Banking and Payment Card Related Psychographics Among African-Americans: By Household Income, 2012 (percent)
        •   Purchase of Gift Cards in Past 12 Months: By Race, 2012 (index)
        •   Purchase of Gift Cards in Past 12 Months: By Race, 2012 (percent)

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        •   Preferred Method of Paying Bills Among African-Americans: By Household Income, 2012 (index)
        •   Preferred Method of Paying Bills Among African-Americans: By Household Income, 2012 (percent)
        •   Methods for Paying Bills Among African-Americans: By Generational Cohort, 2012 (index)
        •   Who Pays Your Bills, African-Americans: By Generational Cohort, 2012 (index)

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        •   Money and Finance Related Psychographic Among African-Americans: By Household Income, 2012 (index)
        •   Money and Finance Related Psychographic Among African-Americans, By Household Income, 2012 (percent)

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        •   Psychographics Related to Shopping Tendencies: African-Americans by Generational Cohort and Gender, 2012 (index)
        •   Psychographics Related to Shopping Tendencies: African-Americans by Generational Cohort and Gender, 2012 (percent)

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        •   Where African-Americans Grocery Shop: By Generational Cohort and Gender, 2012 (index)
        •   Where African-Americans Grocery Shop: By Generational Cohort and Gender, 2012 (percent)

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        •   Weekly Grocery Expenditure: By Race, Generational Cohort and Gender, 2012 (index)
        •   Weekly Grocery Expenditure: By Race, Generational Cohort and Gender, 2012 (percent)
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        •   Psychographics Related to Food Shopping: African-Americans by Generational Cohort and Gender, 2012 (index)
        •   Psychographics Related to Food Shopping: African-Americans by Generational Cohort and Gender, 2012 (percent)
        •   Psychographics Related to Organic Food Product Purchasing: By Race, 2012 (index)
        •   Psychographics Related to Organic Food Products Purchasing: By Race, 2012 (percent)
        •   Psychographics Related to Low Fat/Fat Free Food Product Purchasing: By Race, 2012 (index)
        •   Psychographics Related to Low Fat/Fat Free Food Product Purchasing: By Race, 2012 (percent)

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        •   Psychographics Related to Bargain-Based and Coupon Shopping: African-Americans by Generational Cohort and Gender, 2012 (index)
        •   Psychographics Related to Bargain-Based and Coupon Shopping: African-Americans by Generational Cohort and Gender, 2012 (percent)

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        •   Psychographics Related to Shopping for Apparel: African-Americans by Generational Cohort and Gender, 2012 (index)
        •   Psychographics Related to Shopping for Apparel: African-Americans by Generational Cohort and Gender, 2012 (percent)

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        •   Psychographics Related to Environment and Recycling: African-Americans by Generational Cohort and Gender, 2012 (index)
        •   Psychographics Related to Environment and Recycling: African-Americans by Generational Cohort and Gender, 2012 (percent)

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        •   Psychographics Related to Shopping and Receptiveness to Marketing on Cellphone: African-Americans by Generational Cohort and Gender, 2012 (index)
        •   Psychographics Related to Shopping and Receptiveness to Marketing on Cellphone: African-Americans by Generational Cohort and Gender, 2012 (percent)

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        •   Psychographics Related to Use of Internet When Shopping: African-Americans by Generational Cohort and Gender, 2012 (index)
        •   Psychographics Related to Use of Internet When Shopping: African-Americans by Generational Cohort and Gender, 2012 (percent)
        •   Internet Purchases in Past 12 Months: By Race, 2012 (index)
        •   Internet Purchases in Past 12 Months: By Race, 2012 (percent)
        •   Amount Spent on Internet Purchases and Method Used in Past 12 Months: By Race, 2012 (index)
        •   Amount Spent on Internet Purchases and Method Used in Past 12 Months: By Race, 2012 (percent)

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      •   Psychographics Related to Receptiveness and Recognition of Advertising: African-Americans by Generational Cohort and Gender, 2012 (index)
      •   Psychographics Related to Receptiveness and Recognition of Advertising: African-Americans by Generational Cohort and Gender, 2012 (percent)

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      •   Psychographics Related to Receptiveness of Advertising Among Consumers Living With Children, by Race, Generational Cohort and Gender (percent and index)
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      •   Psychographics Related to Brand Recognition and Purchase Tendencies: African-Americans by Generational Cohort and Gender, 2012 (index)
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      •   Psychographics Related to Receptiveness to Product Placement in Video Games: By Generational Cohort and Gender, 2012 (index)
      •   Psychographics Related to Receptiveness to Product Placement in Video Games: By Generational Cohort and Gender, 2012 (percent)

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      •   Select Psychographics Related to Shopping Among African-American Women: By Marital Status, 2012 (index)

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