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Who Buys Source

Share of earnings for individual African American workers ages 15+ in 2008: Less than $25,000, 29.5%; $25,000-$34,999, 23.3%; $35,000-$49,999, 21.8%; $50,000-$74,999, 17.6%; $75,000+, 7.8%.

U.S. Census Bureau, 2010

Share of African American households in 2008, by number of persons: One person, 31.7%; two people, 28.8%; three people, 17.0%; four people, 12.9%; five people or more, 10.3%.

U.S. Census Bureau, 2010

Marital status of African American males age 15 and over in 2009: Married, 36.7%; widowed, 2.5%; divorced, 9.2%; separated, 3.7%; never married, 47.8%.

U.S. Census Bureau, 2010

Marital status of African American females age 15 and over in 2009: Married, 29.6%; widowed, 8.9%; divorced, 11.8%; separated, 5.3%; never married, 44.5%.

U.S. Census Bureau, 2010

Educational attainment of African Americans ages 18+ in 2009: Less than high school graduate, 17.2%; high school graduate, 35.2%; some college, no degree, 22.2%; associate's degree (occupational), 3.6%; associate's degree (academic), 4.5%; bachelor's degree, 11.6%; master's degree, 4.5%; professional degree, 0.6%; doctoral degree, 0.5%.

U.S. Census Bureau, 2010

As of mid-2009, the median age of America's Black population was 31.3 years, compared to 41.2 for non-Hispanic Whites, 27.4 for Hispanics and 35.3 for Asians.

U.S. Census Bureau, 2010

When They Buy Source

June 19, or Juneteenth, commemorates African American Emancipation Day. The occasion is marked across the U.S. by celebrations, picnics and family gatherings.

Juneteenth.com, 2010

Martin Luther King, Jr. Day commemorates the birth of the famed civil rights leader, and is observed on the third Monday in January each year.

U.S. Census Bureau, 2010

Kwanzaa, celebrated from December 26-January 1, was founded in 1966 by Dr. Maulana Karenga. The cultural holiday is an African American celebration of the values of family, community responsibility, commerce and self-improvement.

CNN.com, 2010

February is Black History Month.

The Associated Press, 2010

Why They Buy Source

According to the 2010 Black Investor Survey, conducted by Ariel Investments, savings and investing goals identified by African-Americans with household incomes of $50,000+: For retirement, 40%; be prepared for an emergency or future need, 20%; send children to college, 18%; obtain a better lifestyle, 12%; leave money to children or heirs, 10%.

Ariel Investments, 2010

Based on a 2010 Pew Research study, the most popular mobile phone activities among African Americans (multiple answers): Send/receive text messages, 79%; take a picture, 76%; play music, 52%; play a game, 51%; record a video, 48%; access the Internet, 46%; send/receive instant messages, 44%; send/receive email, 41%; use a social networking site, 33%; watch a video, 27%; post a photo or video online, 20%; purchase a product, 13%; use a status update service, 13%. 

eMarketer, 2010

According to a 2010 survey by Nickelodeon, Black youth (52%) are the most likely to say that cultural beliefs and traditions define them, compared to 48% of Hispanic youth and 38% of White youth.

Research Alert, 2010

How They Buy Source

According to a survey conducted by Nationwide Insurance and the Tavis Smiley Group, changes in spending and saving habits that Black households intended to make in 2010: Focus on saving for retirement, 21%; change jobs, 19%; buy a home or condo, 15%; use cheaper transportation, 14%; start or increase 401(k) contributions, 13%; switch auto insurance companies, 11%; buy life insurance, 11%; remodel or add on to home, 10%.

Research Alert, 2010

According to a 2010 survey by Nationwide Insurance and the Tavis Smiley Group, percentage of households (Black as well as the general population) that made the following spending sacrifices during the previous year: Cutting back on eating out and entertaining (62% of Blacks and 62% of the general population); delaying non-essential purchases (50% vs. 49%); budgeting less for travel (45% vs. 44%); reducing spending other than entertainment (45% vs. 43%); focusing on paying off credit cards and other debts (49% vs. 42%); taking fewer personal or family vacations (46% vs. 41%); delaying big-ticket purchases (42% vs. 41%); creating a household budget (37% vs. 31%).

Research Alert, 2010

According to a 2010 Nielsen survey, when compared to the general population, African American consumers buy fewer items on deals or with coupons.

Nielsen Wire, 2010

A 2010 study by Sterling Commerce revealed that Blacks are more likely than Whites and Hispanics to use their mobile phones for shopping tasks. Most popular activities they utilize them for (multiple answers): Compare prices, 42%; check another retailer if an item is out of stock, 40%; check to see if items are in stock 39%; access information about a product they may purchase, 34%;order an item, 27%.

eMarketer, 2010

What They Buy Source

The 2010 Ariel Investments Black Investor Survey determined that 60% of African-Americans earning more than $50,000 per year, either personally or with a spouse, currently had any money invested in the stock market (individual stocks or mutual funds). This percentage was down from 64% in 2006 and 74% in 2002.

Ariel Investments, 2010

According to studies by Target Market News, the top spending categories by African American households in 2008 (totals in billions): Housing & related charges, $166.3; food, $65.3; new & used cars and trucks, $31.5; apparel products & services, $26.9; healthcare, $23.9; insurance, $19.0; telephone services, $17.2; household furnishings & equipment, $12.9; contributions, $11.0; media, $8.3; education, $7.1; personal care products & services, $6.6; transportation, travel & lodging, $6.4; consumer electronics, $4.5; computers, $3.5; gifts, $3.5; tobacco products and smoking supplies, $3.1; non-alcoholic beverages, $3.1; entertainment & leisure, $2.8; alcoholic beverages, $2.8; toys, games and pets, $2.4; appliances, $2.2; sports and recreational equipment, $1.0.

Target Market News, 2010

According to the 2010 Black Investor Survey of African Americans earning $50,000 or more annually, conducted by Ariel Investments, the respondents were asked if they had some extra money to invest, where they would put it: Savings, a money market account or a CD, 27%; real estate, 21%; stock mutual fund, 12%; a small business (either theirs or someone else's), 11%; individual stocks, 10%; bonds, 6%; life insurance, 5%; under a mattress, 4%; other, 4%.

Ariel Investments, 2010

A 2010 BET study showed that approximately 31% of African Americans' discretionary spending is devoted to tech devices, such as computers, cellphones and other electronics.

Research Alert, 2010

According to the 2010 Black Investor Survey, conducted by Ariel Investments, types of investments considered to be the best overall by African-Americans with household incomes of $50,000+: Individual stocks or mutual funds, 41%; real estate, 30%; whole life insurance/individual bonds/don't know, 29%.

Ariel Investments, 2010

A 2010 study by Scarborough Research indicated that fast-food customers are 13% more likely than the general population to be African American.

Scarborough Research, 2010

According to a 2010 Nielsen survey, when compared to the general population, African American consumers spend more on food consumed from home, especially on ingredients used to cook from scratch.

Nielsen Wire, 2010

According to the 2010 Polk Automotive Loyalty Awards, which are determined when a household that owns a new vehicle returns to the market and purchases or leases another new vehicle of the same model or make, Honda was the winner among African American consumers.

R.L. Polk & Co., 2010

Research by the Centers for Disease Control and Prevention found that African Americans are more likely to have dental insurance than any other ethnic group, with 79% having some type of coverage (compared to 73% for Whites, 72% for Hispanics, and 73% for Asians). The most popular form of dental coverage for Black consumers is through a comprehensive health insurance plan. 

Research Alert, 2010

A 2010 survey by Pew Research determined that African Americans and Latinos continue to own and use advanced features of cellphones more than Whites do, with 87% of each group owning a cellphone compared to 80% of Whites.

The New York Times, 2010

A 2010 Nielsen survey found that African American shoppers, when compared to the general population, tend to spend more on health and beauty products, like fragrance (African Americans represent 11.0% of CPG total spending, but 20.3% of dollars spent in beauty supply stores).

Nielsen Wire, 2010

A total of 15.6% of the African American population moved to a different residence in 2008, compared to 11.9% of the overall U.S. population.

U.S. Census Bureau, 2010

Research by eMarketer determined that Internet user penetration for African Americans stood at 63.8% in 2010, up from 58.2% in 2008.

eMarketer, 2010

A survey by Experian Simmons found that African Americans are 20% more likely than average to watch movies online, and 19% more likely to listen to Internet radio.

Marketing Daily, 2010

A 2010 report by the U.S. Centers for Disease Control and Prevention showed that 57% of Black men and 40% of Black women drink alcohol (compared to 70% of White men and 59% of White women).

Research Alert, 2010

Based on a 2010 survey by the Shelton Group, 57% of African Americans are looking for "greener" consumer products, compared to 61% of Caucasians and 75% of Hispanics.

Shelton Group, 2010

According to a 2010 study from Edison Research, African Americans make up 24% of the U.S. Twitter population, twice their share of the total population of the country.

eMarketer, 2010

A 2010 study by the Federal Deposit Insurance Corp. concluded that African Americans and Hispanics are much more likely to be "unbanked" or "underbanked," when compared to Whites. The report showed that 31.6% of Black households are underbanked, while 21.7% are unbanked.

USA Today, 2010

According to the Selig Center for Economic Growth at the University of Georgia, African Americans spend a higher proportion of their income on electricity, phone services, women's and girls' clothing, footwear, groceries, housing and gasoline. The study also showed that when compared to non-Blacks, African Americans spent much less on eating out, alcoholic beverages, household operations, vehicle purchases, health care, entertainment, and pensions.

University of Georgia, 2009

According to a 2009 survey by Opinion Research Corporation, African-Americans are the ethnic group most likely to have pre-paid cellphone service (as opposed to a contract-based plan).

Opinion Research Corp., 2009

A 2008 study by Packaged Facts determined that African-American men and women account for 22% and 26% of all apparel suit buyers, respectively.

Packaged Facts, 2008

Where They Buy Source

States with the largest African American populations in 2009: 1. New York, 3,352,100; 2. Florida, 2,983,327; 3. Texas, 2,977,306; 4. Georgia, 2,970,607; 5. California, 2,453,695; 6. North Carolina, 2,027,898; 7. Illinois, 1,926,551; 8. Maryland, 1,691,143; 9. Virginia, 1,573,645; 10. Louisiana, 1,443,141. 

U.S. Census Bureau, 2010

Based on a 2010 Nielsen survey, when compared to the general population, African American consumers tend to spend more in drug and dollar stores.

Nielsen Wire, 2010

According to the University of Georgia's Selig Center for Economic Growth, states with the largest share of total buying power attributed to African American consumers in 2009: 1. District of Columbia, 28.9%; 2. Mississippi, 24.8%; 3. Maryland, 22.1%; 4. Georgia, 21.0%; 5. Louisiana, 19.6%; 6. South Carolina, 17.9%; 7. Alabama, 17.5%; 8. Delaware, 15.0%; 9. North Carolina, 14.4%; 10. Virginia, 13.2%.

University of Georgia, 2009

Based on a study by the Selig Center for Economic Growth at the University of Georgia, states with the greatest African American buying power in 2009 (totals in billions): 1. New York, $86;  2. Texas, $72; 3. California, $62; 4. (tie) Georgia and Florida, $61; 6. Maryland, $52; 7. Illinois, $45; 8. North Carolina, $41; 9. Virginia, $38; 10. New Jersey, $35.

University of Georgia, 2009

According to the Selig Center for Economic Growth at the University of Georgia, states with the greatest increase in African American buying power between 2000 and 2009: 1. Montana, +311%; 2. Idaho, +261%; 3. Wyoming, +252%; 4. North Dakota, +186%; 5. South Dakota, +183%; 6. Maine, +179%; 7. Hawaii, +156%; 8. Utah, +154%; 9. Vermont, +150%; 10. New Mexico, +143%.

University of Georgia, 2009

One characteristic that sets the African American consumer market apart from the Hispanic and Asian markets is that it is not concentrated in a handful of states. In 2009, the five largest African American markets accounted for 38% of Black buying power, while the five states with the largest total consumer markets accounted for 39% of total buying power.

University of Georgia, 2009

Business Trends Source

Based on U.S. Census Bureau figures, the nation's Black population increased 4.8% from mid-2005 to mid-2009, climbing to 39.641 million people. Approximately 29% of African Americans are under the age of 18.

U.S. Census Bureau, 2010

There were 1.9 million Black-owned businesses in the U.S. in 2007, up 60.5% from 2002. Black-owned businesses accounted for 28.2% of all businesses in the District of Columbia, 20.4% in Georgia, and 19.3% in Maryland. 

U.S. Census Bureau, 2010

According to a 2010 Gallup Poll, the political ideology of African Americans: Conservative, 29%; Moderate, 43%; Liberal, 24%; N/A, 4%.

Research Alert, 2010

Advertising spending in African American media declined 7.3% in 2009, compared to a 9.0% drop in overall domestic ad spending for the year.

Adweek Magazine, 2010

A 2010 study by BET showed that the number of Black households making $75,000+ has increased 47% in the last five years -- 1.5 times faster than the general population.

Brandweek, 2010

African Americans ages 12 and older spend an average of 16 hours a week listening to Radio, 45 minutes more than the average American, according to Arbitron.

Research Alert, 2010

The top-spending categories in African American media during 2009, with change from 2008 in parentheses: 1. Quick service restaurants (+19.2%); 2. Automotive (-18.2%); 3. Department stores (-5.1%); 4. Motion pictures (+23.8%); 5. Wireless telephone services (-3.8%); 6. Pharmaceutical (-5.9%); 7. Direct response products (+4.1%); 8. General insurance (+28.6%); 9. Auto insurance (+23.7%); 10. Credit services (+22.4%).

The Nielsen Company, 2010

Based on a 2010 survey commissioned by BET, if current trends continue, by 2015 more than half of all Black Americans will live in the suburbs.

Brandweek, 2010

According to a 2010 BET-commissioned study, although their population is smaller, there are more African American households in the U.S. than Hispanic households because the latter tend to have larger families.

Brandweek, 2010

An annual study by DiversityInc magazine identified the top companies that offer the most inclusive working environments for Black employees: 1. Marriott International; 2. AT&T; 3. Sodexo; 4. Northrop Grumman; 5. Altria; 6. McDonald's; 7. Verizon Communications; 8. Southern Company; 9. InterContinental Hotels Group; 10. Target.

DiversityInc, 2010

According to an annual study conducted by the University of Georgia's Selig Center for Economic Growth, the nation's African American buying power was estimated at $910.4 billion in 2009, and is projected to rise to $1.137 trillion by 2014.

University of Georgia, 2009

Misc Source

Based on research by Arbitron, Radio formats listened to most frequently by African American females ages 12+ (more than one answer possible): Gospel, 69.1%; Religious, 62.8%; Adult Contemporary, 61.1%; Pop Contemporary Hit Radio, 58.5%; Urban Adult Contemporary, 55.7%; Urban Contemporary, 54.4%; Rhythmic CHR, 51.7%; All News, 46.8%; News/Talk/Information, 43.6%; All Sports, 17.6%.

Arbitron, 2010

According to Arbitron research, Radio formats listened to most often by African American males ages 12+ (more than one answer possible): All Sports, 82.4%; News/Talk/Information, 56.4%; All News, 53.2%; Rhythmic CHR, 48.3%; Urban Contemporary, 45.6%; Urban Adult Contemporary, 44.3%; Pop Contemporary Hit Radio, 41.5%; Adult Contemporary, 38.9%; Religious, 37.2%; Gospel, 30.9%.

Arbitron, 2010

Largest African American-owned advertising agencies, based on 2009 billings (totals in millions): 1. GlobalHue, $483.5; 2. Carol H. Williams Advertising, $280.0; 3. UniWorld Group, $202.1; 4. Burrell Communications Group, $180.0; 5. Sanders/Wingo Advertising Inc., $129.9; 6. IMAGES USA, $86.5; 7. o2ideas Inc., $77.4; 8. Prime Access Inc., $73.1; 9. FUSE, $65.1; 10. Walton Isaacson, $25.0.

Black Enterprise, 2010

Research by Arbitron identified the most popular Radio formats listened to at home by African Americans: 1. All News; 2. Gospel; 3. Religious; 4. News/Talk/Information; 5. Urban Contemporary. The most popular formats listened to by African Americans away from home: 1. Adult Contemporary; 2. All Sports; 3. Pop Contemporary Hit Radio; 4. Rhythmic CHR; 5. Urban Adult Contemporary.

Arbitron, 2010

The homeownership rate for African Americans was 46.2% at the end of 2009.

U.S. Census Bureau, 2010

A 2010 study by the Pew Research Center found that 22% of Black men who wed in 2008 married a non-Black woman, compared to 9% of Black women who married a non-Black man. Among all married African Americans in 2008, 13% of men and 6% of women had a non-Black spouse. 

The New York Times, 2010

According to a report by the Bureau of Labor Statistics, as of early-2010, unemployed African Americans were without a job for an average of 23.8 weeks, compared to an average of 19.6 for the overall unemployed population.

Black Enterprise, 2010