Table of Contents
- Market Size and Growth
- Market Definition
- Size of the Population
- Key Demographic Features
- Economic Status
- Consumer Behavior
- Marketing to African American Women
- General Mills
- Kraft Foods Inc.
- Sears Roebuck & Company
- Hallmark Cards
- Kmart Corporation
Title: The U.S. African American Market
Published: January 2002
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Abstract from full report:
This new Packaged Facts report provides an up-to-date assessment of the African American consumer market, which includes more than 36.4 million Americans who identified as African Americans in Census 2000. The report uses Census 2000 data and a wide variety of other current research to analyze key demographic variables, such as income levels, family structure, employment patterns, educational achievement, and social values. Factors affecting the growth of the African American market, such as increasing income and educational attainment levels, are assessed. The report provides estimates of the current and projected buying power of African Americans and offers an analysis of the size of the market for key consumer products and services among African Americans. The report then analyzes the offline and online shopping behavior and buying patterns of African American consumers and provides a review of African American media, including television, radio, print, and online media. Marketing, promotional, and advertising strategies of major companies operating in the African American market are reviewed, and case studies of African American marketing strategies are presented. Appendices include resources that can be used by companies interested in the African American market and examples of advertisements targeting the market.
Census 2000 found that during the previous decade the number of African Americans grew six times as fast as the non-Hispanic white population. Even more significant, Census data show that the mean income of African American households grew 25.8% between 1990 and 2000, more than four times as fast as that of non-Hispanic white households. As a result, 3.7 million African American households have annual incomes of $50,000 or more. Moreover, there are 1.4 million upper-income African American households with an annual income of $75,000 or more. Growing numbers of these increasingly affluent African American families are living in the suburbs.
Tap into the growing buying power of affluent African American suburban families. Discover the potential in underserved market segments such as African American Baby Boomers. Get the latest research available about the online behavior of African Americans. Find out how media usage among African Americans differs from other market segments.
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