More insight into the African American market

INCREASINGLY AFFLUENT, EDUCATED AND DIVERSE: AFRICAN-AMERICAN CONSUMERS

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This report explores a group composed of trendsetters, education enthusiasts, media influencers, social activists and content creators—all anchored by a strong cultural influence. This year, we focused specifically on a segment of African-Americans who are often overlooked, those with annual household incomes of $75,000 or more. Their size and influence is growing faster than non-Hispanic whites across all income segments above $60,000, a story worth sharing.

These larger incomes are attributed to a number of factors including youthfulness, immigration, advanced educational attainment and increased digital acumen. As these factors change African-Americans’ decisions as brand loyalists and ambassadors, savvy marketers are taking notice.

Highlights from the report include:

  • African-American adults 18+ watch 42% more traditional TV weekly than the total population
  • Ninety-one percent or 31 million African-Americans listen to the radio weekly
  • 11% of African-Americans with household incomes of $100,000+ use the Internet to take college courses compared to 5% for non-Hispanic whites
  • Affluent blacks with incomes of $70,000+ make more trips to discount, convenience and department stores than non-Hispanic whites
  • Black households with incomes of $100,000+ are more likely than non-Hispanic whites with similar incomes to say it is very or somewhat important to find information about news or current events via social media

Learn about Afro-European women, and expats.

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