The African-American Market in the U.S., 8th Edition

Feb 1, 2010
180 Pages - Pub ID: LA2514909
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With a population of 40 million and buying power approaching $1 trillion in 2010, African Americans are a key segment in an American economy that increasingly depends upon the needs and preferences of multicultural consumers. The historic election of the country’s first African-American president created a feeling of pride and a sense of empowerment among black Americans. 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.

The 8th edition of Packaged Facts' The African-American Market in the U.S. focuses on how African-American consumers are responding to the challenges of today’s economy as they shop in department stores, supermarkets, drug stores and other retail outlets as well as online and from catalogs. 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. The report pays particular attention to the attitudes and behavior of affluent African-American shoppers.

The report begins with an assessment of trends shaping the African-American market and identifies opportunities available to marketers interested in reaching out to African-American consumers. It continues with a forecast of the growth of the buying power of African Americans through 2014 and provides a detailed demographic profile of the African-American population. The next chapter provides an overview of the attitudes and behavior of African-American shoppers. Individual chapters provide an in-depth view of African-American consumers when they shop for food, clothes, drug-store items and home electronics and furnishings. The report concludes with a detailed analysis of the shopping behavior of African Americans with a household income of $100,000 or more.

Read an excerpt from this report below.

Chapter 1 Executive Summary
Introduction
Background
Overview of the Report
Scope and Methodology
Market Definition
Methodology
Trends and Opportunities
Sense of Empowerment Leads to Greater Optimism among Black Consumers
African Americans Maintain Key Role in Multicultural America
African-American Market Affected by Growing Corporate Focus on Emergence of Multicultural Majority
Social Media Provide New Outlets for Marketing to Black Consumers
Television Continues to Have Strong Payoff for Advertisers
Affluent African Americans Represent Growing Opportunity
Black Shoppers Generate Opportunities for Multiple Retailers
Looking Ahead: Size of the African-American Market in 2010 and Beyond
Black Population Reaches 39 Million
African-American Population Will Approach 42 Million in 2014
Measuring the Size of the African-American Market
African-American Buying Power Will Reach $1.2 Trillion in 2014
Demographic Profile of the African-American Population
Women Play Larger Role in Black Population
Blacks a Major Force in Urban America
South Remains Home to 55% of African Americans
Household Structure Differs
Unemployment Hits Hard in African-American Community
Overview of African-American Shoppers
Black Women More Likely to Be Primary Shopper in Household
African-American Kids Have Major Impact on Their Moms When Shopping
Shopping Trips Cover Multiple Stores
African Americans More Receptive to Advertising
Ads on Public Transit Catch Black Consumers’ Attention
Incentive Offers Fail to Persuade Black Consumers
Shopping Cart Ads More Likely to Engage Black Shoppers
African Americans Less Likely to Shop Online but Catalog Shopping More Popular
Black Consumers More Likely to Watch TV Shopping Channels
African-American Food Shoppers
Black Shoppers Look for Organic Foods
Home Cooking Less of a Centerpiece
Single Moms Less Interested in Cooking
Fast Food Competes with Home-Cooked Meals
Black Consumers Enjoy Grocery Shopping
Married Black Moms Spend More Time in Supermarkets
African-American Moms Pay More Attention to In-Store Advertising in Supermarkets
Black Shoppers Spend More on Laundry and Cleaning Products
Food Expenditures Analyzed
When Black Shoppers Buy Clothes
Fashion Drives African-American Shoppers, Both Men and Women
Blacks Spend More Than Other Consumers for Apparel
Children’s Clothing Especially Important
Black Shoppers More Likely to Buy Dress Clothes
Black Shoppers in Drug Stores
Black Consumers Place Higher Value on Brand-Name Over-the-Counter Drugs
Black Consumers Less Likely to Buy Over-the-Counter Medications for Routine Aches and Pains
Brand-Name Prescription Drugs More Popular
Vitamins Less Important
Many Differences in Use of Personal-Care Products
Oral Care Products Have High Priority
Black Shoppers Visit Drug Stores More Often
Blacks Less Likely to Redeem Cents-Off Coupons for Drug Products
Black Consumers Allocate More to Personal-Care Products
Shopping for Home Electronics and Home Furnishings
Black Consumers Place High Priority on Home Electronics
Multiple Televisions More Common in Black Households
More African Americans Plan to Buy MP3 Players
Four in Five Black Households Own Computer
Home Electronics Stores Popular Destination for Black Computer Buyers
African-American Consumers Major Customers for Music Industry
Black Consumers Depend More on Cellphones
African Americans Spend More on Furniture
Affluent African-American Shoppers
Affluent Black Households Total 1.5 Million
New York Metro Area Has Largest Population of Affluent Blacks
Affluent Blacks Less Financially Secure
Affluent Blacks Interested in Financial Services but Distrust Banks
Credit Cards less Common among Affluent African Americans
Life Insurance Important to Affluent Blacks
Half of Affluent Blacks Have Investments
Affluent Black Consumers Are Early Adopters
Digital Divide Narrows among Affluent Consumers
Cellphones Vital Part of Affluent Black Lifestyle
Books Also Key in Entertainment Choices of Affluent Blacks
Multiple Vehicles a Hallmark of Affluent Black Households
New Cars Favored
One in Four Affluent Blacks Plans to Buy Car in Next 12 Months
Cruise Ship Vacations More Popular


Chapter 2 Trends and Opportunities
Market Trends
Blacks Empowered by Election of First African-American President
Table 2-1: Impact of Additional Black Voters on Obama Victory Margin in Selected States
Sense of Empowerment Leads to Greater Optimism among Black Consumers
Table 2-2: Personal Financial Status, African-American vs. Other Consumers
Table 2-3: Outlook on the U.S. Economy, African-American vs. Other Consumers
Table 2-4: Purchasing Plans, African-American vs. Other Consumers
African Americans Maintain Key Role in Multicultural America
Table 2-5: Key Economic and Demographic Indicators, African Americans vs. Hispanics
African-American Market Affected by Growing Corporate Focus on Emergence of Multicultural Majority
Market Researchers Continue to Mine for Segments in African-American Consumer Base
Social Media Provide New Outlets for Marketing to Black Consumers
Interest in Small-Screen Media Grows
Television Continues to Have Strong Payoff for Advertisers
Competition for Black Viewer Segments Increases
Black Newspapers and Magazines Navigate Rough Economic Waters
Market Opportunities
Affluent African Americans Represent Growing Opportunity
Table 2-6: Selected Opportunities Related to Affluent African-American Consumers
Black Shoppers Generate Opportunities for Multiple Retailers
Table 2-7: Selected Opportunities Related to Shopping Habits of African Americans
Black Shoppers Key Segment for Food Retailers
Table 2-8: Selected Opportunities Related to Food Shopping Habits of African Americans
Entertainment Habits Generate Unique Opportunities
Table 2-9: Selected Opportunities Related to Home Electronics and Home Entertainment Patterns of African Americans
African Americans Major Customers of Apparel Retailers
Table 2-10: Selected Opportunities Related to Apparel Purchases of African Americans
Blacks Represent Significant Possibilities for Drug Store Chains
Table 2-11: Selected Opportunities Related to African-American Drug Store Shoppers


Chapter 3 Looking Ahead: Size of the African-American Market in 2010 and Beyond
Size and Growth of the African-American Consumer Base
Black Population Reaches 39 Million
Table 3-1: U.S. Population by Race and Hispanic Origin, 2008
Table 3-2: Population Growth, African Americans vs. Other Population Groups, 2000-2008
African-American Population Will Approach 42 Million in 2014
Table 3-3: Projected Population Growth, African Americans vs. Other Population Groups, 2010 vs. 2015
Table 3-4: Projected Growth in the African-American Population by Single Year, 2009-2014
African-American Buying Power
Defining the African-American Market
Measuring the Size of the African-American Market
African-American Buying Power Will Reach $1.2 Trillion in 2014
Table 3-5: Projected Growth in African-American Buying Power, 2009-2014
Aggregate Spending by African-American Consumer Units
Consumer Units Defined
Black Consumer Units a Significant Force
African-American Consumers Have Disproportionate Influence in Numerous Areas
Table 3-6: Aggregate Annual Expenditures by African-American Consumer Units for Food at Home, 2008
Table 3-7: Aggregate Annual Expenditures by African-American Consumer Units for Apparel and Footwear, 2008
Table 3-8: Aggregate Annual Expenditures by African-American Consumer Units for Vehicle Purchases and Related Expenses, 2008
Table 3-9: Aggregate Annual Expenditures by African-American Consumer Units for Entertainment, 2008
Table 3-10: Aggregate Annual Expenditures by African-American Consumer Units for Household Furnishings and Equipment, 2008
Table 3-11: Aggregate Annual Expenditures by African-American Consumers for Miscellaneous Products and Services, 2008


Chapter 4 Demographic Profile of the African-American Population
Demographic Highlights
Foreign-Born Blacks Increasingly Important
Table 4-1: Foreign-Born U.S. Population by Race and Hispanic Origin, 2008
Table 4-2: Region of Birth of Foreign-Born Blacks, 2008
Table 4-3: Number of Foreign-Born African Americans, 2000 vs. 2008
African Americans Influential Part of Youth Population
Table 4-4: Population by Selected Age Group, African Americans vs. Other Population Groups, 2008
Table 4-5: African Americans as Percent of Total Population by Selected Age Group, 2008
Women Play Larger Role in Black Population
Table 4-6: Population of Males and Females, African Americans vs. Other Population Groups, 2008
Where African Americans Live
Blacks a Major Force in Urban America
Table 4-7: Percent of Residents in Urban and Rural Areas, African-Americans vs. Others
South Remains Home to 55% of African Americans
Table 4-8: Distribution of African-American Population
Table 4-9: States with Highest Percentage of African Americans, 2008
Table 4-10: Counties with Highest Percentage of African Americans, 2008
Table 4-11: States with Largest African-American Populations, 2008
Florida Registers Largest Growth in Black Population
Table 4-12: States with Largest African-American Population Growth, 2000-2008
New York, Atlanta and Chicago Top List of Metro Areas with Large Black Populations
Table 4-13: Metropolitan Areas with Largest African-American Populations
Marriage and Family
Marriage Less Common
Table 4-14: Marital Status of Men 18 Years Old and Over by Race and Hispanic Origin, 2008
Table 4-15: Marital Status of Women 18 Years Old and Over by Race and Hispanic Origin, 2008
Table 4-16: Median Age at First Marriage, African Americans vs. Other Population Groups, 2008
Household Structure Differs
Table 4-17: Household Types, African-American vs. Other, 2008
Table 4-18: Mean Size of Households and Families by Race and Hispanic Origin, 2008
Grandparents Play Especially Important Role in Black Families
Table 4-19: Grandparents Living with Own Grandchildren by Responsibility for Grandchildren, African Americans vs. Other Population Groups, 2008
Education, Employment and Income
Black Women Educational Strivers
Table 4-20: College Enrollment of the Population Age 18 and Over by Gender, African Americans vs. Others, 2008
Table 4-21: Educational Attainment of People Age 25 and Over by Race and Hispanic Origin and Gender
Unemployment Hits Hard in African-American Community
Table 4-22: Unemployment Rate for the Population Age 20 and Over by Race and Hispanic Origin, November 2009
One in Three Black Women Works as Manager or Professional
Table 4-23: Occupations of Males Age 16 and Over by Gender, 2008
Table 4-24: Occupations of Females Age 16 and Over by Gender, 2008
Income Patterns Analyzed
Table 4-25: Mean Income of People Age 15 and Over, African Americans vs. Other Population Groups, 2008
Table 4-26: Mean Household and Family Income, African Americans vs. Other Population Groups, 2008
Table 4-27: Mean Income of Families by Type, African Americans vs. Other Population Groups, 2008
Table 4-28: Distribution of Income of People Age 15 and Over, African Americans vs. Other Population Groups, 2008
Table 4-29: Distribution of Income of Families, African Americans vs. Other Population Groups, 2008
Table 4-30: Distribution of Income of Households, African Americans vs. Other Population Groups, 2008
Homeownership below Average
Table 4-31: Percent Owner-Occupied Housing Units, African Americans vs. Other Population Groups, 2008


Chapter 5 Overview of African-American Shoppers
Overview
Blacks Spend Less Time Shopping but Enjoy It More
Table 5-1: Number of Hours per Week Spent Purchasing Goods and Services, African-American vs. Other Consumers
Table 5-2: Attitudes toward Shopping, African-American vs. Other Consumers by Gender
Black Women More Likely to Be Primary Shopper in Household
Table 5-3: Gender of Primary Shopper, African-American vs. Other Consumers
Shopping a Social Event for Black Women
Table 5-4: Shopping as a Social Event, African-American vs. Other Consumers by Gender
Single Black Moms Like to Shop with Their Kids
Figure 5-1: Percent of Women with Children Who “Enjoy Shopping with My Children,” African-American vs. Other by Marital Status
African-American Kids Have Major Impact on Their Moms When Shopping
Figure 5-2: Percent of Women with Children Whose Children “Have Significant Impact on Brands I Buy,” African-American vs. Other by Marital Status
Black Consumers Spend Less
Table 5-5: Average Annual Expenditures of Consumer Units, African-American vs. Other
Table 5-6: Purchases Made in Last 12 Months, African-American vs. Other Consumers
Deciding Where to Shop
Shopping Trips Cover Multiple Stores
Figure 5-3: Percent Visiting a Variety of Stores When They Shop, African-American vs. Other Consumers by Gender
African-American Consumers Will Travel to Shop at Favorite Store
Table 5-7: Reasons for Picking Stores, African-American vs. Other Consumers by Gender
New Stores Attract Black Shoppers
Table 5-8: Attitudes toward New Stores, African-American vs. Other Consumers by Gender
Black Shoppers Shop Specialty Stores for Brand Names
Table 5-9: Attitudes toward Specialty Stores, African-American vs. Other Consumers by Gender
African-American Consumer Base Includes Frequent Mall Visitors
Table 5-10: Visits to Malls in Last Four Weeks, African-American vs. Other Consumers
Black Women Frequent Users of Convenient Stores
Table 5-11: Number of Times Shopped Convenience Stores in Last Four Weeks, African-American vs. Other Consumers by Gender
Table 5-12: Convenience Stores Shopped in Last Four Weeks, African-American vs. Other Consumers
Factors Driving Purchase Decisions of Black Shoppers
African Americans More Receptive to Advertising
Table 5-13: Attitudes toward Advertising, African-American vs. Other Consumers by Gender
Product Placement Works Well with African-American Consumers
Table 5-14: Impact of Product Placement, African-American vs. Other Consumers by Gender
Ads on Public Transit Catch Black Consumers’ Attention
Figure 5-4: Percent Taking Public Transportation (Excluding Taxicabs) to Work, African Americans vs. Others
Table 5-15: Effectiveness of Out-of-Home Advertising, African-American vs. Other Adults by Gender
Sales, Specials and Bargains Less Likely to Draw Black Shoppers
Table 5-16: Attitudes toward Sales and Bargains, African-American vs. Other Consumers by Gender
Incentive Offers Fail to Persuade Black Consumers
Table 5-17: Response to Incentive Offers, African-American vs. Other Consumers by Gender
Cents-Off Coupons Not as Interesting to African-American Shoppers
Table 5-18: Use of Cents-Off Coupons, African-American vs. Other Consumers
African-American Shoppers More Aware of Brands
Table 5-19: Brand Awareness, African-American vs. Other Consumers by Gender
Environmental Concerns Have Lower Priority
Table 5-20: Attitudes toward Green Products, African-American vs. Other Consumers by Gender
In-Store Behavior
Shopping Cart Ads More Likely to Engage Black Shoppers
Table 5-21: Impact of In-Store (excluding Food Stores) Advertising and Promotions on Shoppers, African-American vs. Other
Online and Catalog Shopping
African Americans Less Likely to Shop Online
Table 5-22: Attitudes toward Online Shopping, African-American vs. Other Consumers by Gender
Table 5-23: Online Shopping, African-American vs. Other Consumers
Catalog Shopping More Popular
Table 5-24: Catalog Shopping, African-American vs. Other Consumers
Black Consumers More Likely to Watch TV Shopping Channels
Figure 5-5: Percent Watching Television Home Shopping Channel, African Americans vs. Others by Gender
Paying for What They Buy
Black Consumers Less Likely to Have Bank Accounts and Credit Cards
Table 5-25: Banking Profile, African-American vs. Other Consumers by Gender
Paying Bills by Phone More Popular among Black Women
Table 5-26: Paying Bills, African-American vs. Other Consumers by Gender


Chapter 6 African-American Food Shoppers
Eating at Home vs. Going Out
Black Shoppers Look for Organic Foods
Table 6-1: Attitudes toward Food, African-American vs. Other Consumers by Gender
Home Cooking Less of a Centerpiece
Table 6-2: Home Cooking vs. Fast Food and Prepared Foods, African- American vs. Other Consumers by Gender
Single Moms Less Interested in Cooking
Table 6-3: Attitudes Toward Food and Cooking of Women with Children by Marital Status, African-American vs. Other Consumers
Fast Food Competes with Home-Cooked Meals
Table 6-4 Going Out to Family and Fast Food Restaurants, African-American vs. Other Consumers by Gender
Table 6-5: Going Out to Family and Fast Food Restaurants by Women with Children by Marital Status, African-American vs. Other Consumers
Table 6-6: Family Restaurants Visited Most, African-American vs. Other Consumers
Table 6-7: Fast Food Restaurants Visited Most, African-American vs. Other Consumers
Shopping for Food
Black Consumers Enjoy Grocery Shopping
Figure 6-1: Percent Agreeing “Shopping for Groceries is a Bore,” African-American vs Other Consumers.
Married Black Moms Spend the Most at Supermarkets
Table 6-8: Profile of Food Shoppers, African-American vs. Other Consumers by Gender
Table 6-9: Profile of Female Food Shoppers with Children by Marital Status, African-American vs. Other Consumers
African-American Moms Pay More Attention to In-Store Advertising in Supermarkets
Table 6-10: Impact of In-Store Advertising and Promotions on Food Shoppers, African-American vs. Other Consumers by Gender
Table 6-11: Impact of In-Store Advertising and Promotions on Female Food Shoppers with Children by Marital Status, African-American vs. Other Consumers
Favorite Supermarkets Differ
Table 6-12: Supermarkets Shopped in Last Four Weeks, African-American vs. Other Consumers
Spending Patterns in Supermarkets
Black Shoppers Spend More on Laundry and Cleaning Products
Table 6-13: Average Annual Expenditures for Housekeeping Supplies, African-American vs. Other Consumer Units 2008
Food Expenditures Analyzed
Table 6-14: Average Annual Expenditures for Food and Beverages, African-American vs. Other Consumer Units 2008


Chapter 7 When Black Shoppers Buy Clothes
Shopping for Clothes
Fashion Drives African-American Shoppers, Both Men and Women
Figure 7-1: Percent of Consumers Who “Keep up with the Latest Fashions,” African-American vs. Other
Table 7-1: Attitudes toward Fashion, African-American vs. Other Consumers by Gender
More African Americans Enjoy Clothes Shopping
Figure 7-2: Percent of Consumers Who “Really Enjoy Clothes Shopping,” African-American vs. Other
Table 7-2: Attitudes toward Shopping for and Buying Clothes, African-American vs. Other Consumers by Gender
Buying Clothes
Blacks Spend More Than Other Consumers for Apparel
Table 7-3: Average Annual Expenditures for Apparel and Footwear, African-American vs. Other Consumer Units 2008
Children’s Clothing Especially Important
Figure 7-3: Percent of Women with Children Spending $400 or More on Children’s Clothing in Past 12 Months by Marital Status, African-American vs. Other Consumers
Black Shoppers More Likely to Buy Dress Clothes
Table 7-4: Men’s Apparel and Accessories Purchased by Men in Last 12 Months, African-American vs. Other
Table 7-5: Women’s Apparel and Accessories Purchased by Women in Last 12 Months, African-American vs. Other
Watches Important Fashion Accessory for Black Consumers
Figure 7-4: Percent of Consumers Who Bought a Watch for Themselves or Others in the Past 12 Months, African-American vs. Other
Favorite Department and Discount Stores
Discount Stores Attract African-American Clothes Shoppers
Figure 7-5: Percent Agreeing “Clothes at Discount Store Just as Good as Department Store,” African-American vs. Other Consumers by Gender
Family Dollar Store Near Top of List for Black Shoppers
Table 7-6: Department/Discount Stores Shopped in Last Three Months by Consumers, African-American vs. Other
Table 7-7: Department/Discount Stores Shopped in Last Three Months by Women Not Married with Children, African-American vs. Other
Table 7-8: Department/Discount Stores Shopped in Last Three Months by Women Married with Children, African-American vs. Other


Chapter 8 Black Shoppers in Drug Stores
Factors Shaping Purchase Decisions in Drug Stores
Black Consumers Place Higher Value on Brand-Name Over-the-Counter Drugs
Table 8-1: Attitudes toward Over-the-Counter Drugs, African-American vs. Other Consumers by Gender
Black Consumers Less Likely to Buy Over-the-Counter Medications for Routine Aches and Pains
Table 8-2: Use of Headache/Pain Relievers and Heartburn/Indigestion Aids, African-American vs. Other Consumers by Gender
Brand-Name Prescription Drugs More Popular
Table 8-3: Attitudes toward Brand Name Drugs, African-American vs. Other Consumers by Gender
Vitamins Less Important
Table 8-4: Attitudes toward Vitamins, African-American vs. Other Consumers by Gender
Figure 8-1: Percent of Consumers Using Vitamins, African-American vs. Other
Use of Personal-Care Products
Many Differences in Use of Personal-Care Products
Table 8-5: Use of Personal-Care Products, African-American vs. Other Women
Table 8-6: Use of Personal-Care Products, African-American vs. Other Men
Oral Care Products Have High Priority
Table 8-7: Use of Oral Care Products, African-American vs. Other Consumers by Gender
Drug Store Shopping Patterns
Black Shoppers Visit Drug Stores More Often
Table 8-8: Percent Shopping at Drug Stores in Last Four Weeks by Name of Store and Frequency of Shopping, African-American vs. Other Consumers
Blacks Less Likely to Redeem Cents-Off Coupons for Drug Products
Table 8-9: Use of Cents-Off Coupons in Drug Stores, African-American vs. Other Consumers
Black Consumers Allocate More to Personal-Care Products
Table 8-10: Average Annual Expenditures for Selected Categories of Drug-Store Purchases, African-American vs. Other Consumer Units 2008


Chapter 9 Shopping for Home Electronics and Home Furnishings
Home Electronics and Home Entertainment
Black Consumers Place High Priority on Home Electronics
Table 9-1: Attitudes toward Consumer Electronics, African American vs. Other Consumers by Gender
Figure 9-1: Percent of Annual Consumer Expenditures Allocated to Audio and Visual Equipment, African-American vs. Other Consumer Units
Multiple Televisions More Common in Black Households
Table 9-2: Subscription to Cable Television, African-American vs. Other Consumers
Table 9-3: Ownership of Home Entertainment Equipment, African-American vs. Other Consumers
More African Americans Plan to Buy MP3 Players
Table 9-4: Ownership of Consumer Electronics, African-American vs. Other Consumers
Four in Five Black Households Own Computer
Table 9-5: Ownership of Computers African-American vs. Other Consumers
Home Electronics Stores Popular Destination for Black Computer Buyers
Table 9-6: Purchases of Computers and Software, African-American vs. Other Consumers
Table 9-7: Percent Shopping at Home Electronics and Office Supply/Computer Stores in Last Three Months, African-American vs. Other Consumers
African-American Consumers Major Customers for Music Industry
Table 9-8: Music Purchases, African-American vs. Other Consumers
Black Consumers Depend More on Cellphones
Table 9-9: Importance of Cellphones, African-American vs. Other Consumers
Table 9-10: Ownership of Cellphones, African American vs. Other Consumers by Gender
Shopping for Home Furnishings and Home Improvements
African Americans Spend More on Furniture
Table 9-11: Aggregate Annual Expenditures by African-American Consumer Units for Household Furnishings and Equipment, 2008
Most Popular Home Furnishing Retailers Listed
Table 9-12: Shopping at Home Furnishings Stores, African-American vs. Other Consumers
Fewer African Americans Shop at Home Improvement Stores
Table 9-13: Shopping at Home Improvement Stores, African-American vs. Other Consumers


Chapter 10 Affluent African-American Shoppers
Overview
Affluent Black Households Total 1.5 Million
Table 10-1: African-American Households with Incomes of $100,000 or More by Income Level, 2008
Table 10-2: Aggregate Income of African-American Households, Affluent vs. Other Households, 2008
New York Metro Area Has Largest Population of Affluent Blacks
Table 10-3: Metropolitan Areas Ranked by Number of African-American Households with Income of $100,000 or More
Profile of Affluent Black Shoppers
Affluent Blacks Shop More Often
Table 10-4: Shopping Behavior of Affluent Consumers, African-American vs. Other
Affluent Blacks Highly Brand-Conscious
Table 10-5: Attitudes toward Brands of Affluent Consumers, African-American vs. Other
Affluent Black Shoppers Analyzed
Table 10-6: Profile of Affluent Shoppers, African-American vs. Other
Coupons and Incentives Less Enticing to Affluent Black Shoppers
Table 10-7: Use of Cents-Off Coupons by Affluent Consumers, African-American vs. Other
Table 10-8: Impact of Incentive Offers from Product Manufacturers on Affluent Consumers, African-American vs. Other
Affluent Black Food Shoppers Alert to In-Store Announcements
Table 10-9: Impact of In-Store Advertising and Promotions on Affluent Food Shoppers, African-American vs. Other
Personal Finances
Affluent Blacks Less Financially Secure
Table 10-10: Attitudes toward Money of Affluent Consumers, African-American vs. Other
Affluent Blacks Interested in Financial Services but Distrust Banks
Table 10-11: Attitudes toward Financial Services, African-American vs. Other Affluent Consumers
Figure 10-1: Percent of Affluent Consumers Who Are “Uncomfortable Entrusting Money to a Bank,” Affluent vs. Other
Table 10-12: Ownership of Bank Accounts by Affluent Consumers, African-American vs. Other
Credit Cards less Common among Affluent African Americans
Table 10-13: Use of Credit and Debit Cards, African-American vs. Other Affluent Consumers
Life Insurance Important to Affluent Blacks
Figure 10-2: Percent Believing It Important to Be Well Insured with Life Insurance, African-American vs. Other Affluent Consumers
Table 10-14: Ownership or Health and Life Insurance by Affluent Consumers, African-American vs. Other
Table 10-15: Ownership of Automotive and Homeowner’s Insurance by Affluent Consumers, African-American vs. Other
Education Loans More Common among Affluent Blacks
Table 10-16: Loans Held by Affluent Consumers, African-American vs. Other
Half of Affluent Blacks Have Investments
Table 10-17: Investments Owned by Affluent Consumers, African-American vs. Other
Online Bill Paying Popular
Table 10-18: Method of Paying Bills by Affluent Consumers, African-American vs. Other
Shopping for Clothes
Affluent African Americans Like Shopping for Clothes
Table 10-19: Attitudes toward Fashion of Affluent Consumers, African-American vs. Other
Affluent Blacks Spend More for Children’s Clothing
Table 10-20: Purchase of Children’s Clothing in Last 12 Months by Affluent Consumers, African-American vs. Other
Affluent Black Women Buy More Dress Clothes
Table 10-21: Purchase of Women’s Apparel and Accessories by Affluent Women, African-American vs. Other
Department/Discount Store Preferences Differ
Table 10-22: Department/Discount Stores Shopped in Last Three Months by Affluent Consumers, African-American vs. Other
Consumer Electronics and Home Entertainment
Affluent Black Consumers Are Early Adopters
Table 10-23: Attitudes toward Consumer Electronics by Affluent Consumers, African-American vs. Other
Digital Divide Narrows among Affluent Consumers
Table 10-24: Use of Computers and the Internet by Affluent Consumers, African-American vs. Other
Television Important in Affluent Black Households
Table 10-25: Ownership of Consumer Electronics by Affluent Consumers, African-American vs. Other
Cellphones Vital Part of Affluent Black Lifestyle
Table 10-26: Ownership of Cell Phones by Affluent Consumers, African-American vs. Other
Books Also Key in Entertainment Choices of Affluent Blacks
Table 10-27: Purchase of Books by Affluent Consumers, African-American vs. Other
Automotive
Multiple Vehicles a Hallmark of Affluent Black Households
Table 10-28: Ownership of Vehicles by Affluent Consumers, African-American vs. Other
New Cars Favored
Table 10-29: Profile of Most Recently Acquired Cars by Affluent Consumers, African-American vs. Other
Affluent Blacks More Drawn to Luxury Cars
Table 10-30: Automotive Purchases Made in Last 12 Months, African-American vs. Other
Table 10-31: Amount Spent on Most Recent Vehicle Purchase/Lease by Affluent Consumers, African-American vs. Other
One in Four Affluent Blacks Plans to Buy Car in Next 12 Months
Table 10-32: Next Vehicle Purchase by Affluent Consumers, African-American vs. Other
The Affluent Black Traveler
Cruise Ship Vacations More Popular
Figure 10-3: Percent of Affluent Travelers Taking Cruise Ship Vacation in Last Three Years, African-American vs. Other
Figure 10-4: Percent of Affluent Travelers Planning to Take Cruise Ship Vacation in Next 12 Months African-American vs. Other
Affluent Black Travelers Analyzed
Table 10-33: Profile of Affluent Travelers, African-American vs. Other
Appendix: Addresses of Selected African-American Market Resources

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