Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Median household income, by race and Hispanic origin of householder, 2019
- Impact of COVID-19 on leisure and entertainment
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on leisure and entertainment, June 2021
- Opportunities and challenges
- Digital brands have a great opportunity to drive upgrades
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- Figure 3: Home entertainment product ownership/subscribership, by all and Black consumers, November 2020, January 2021 and February 2021
- Even seniors have engaged more with digital
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- Figure 4: Black seniors’ changes in behavior regarding technology due to COVID-19, April 2021
- Leisure, social distancing more critical for parents
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- Figure 5: Changes in behavior regarding technology due to covid-19, by parental status, April 2021
- Support Black values and heritage
Target Audience – Key Takeaways
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- Black population growth outpaces White population growth
- Economic challenges are a factor
- COVID-19 imposes a high cost
- High costs, health risks may discourage outings
The Black Population by the Numbers
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- A significant and growing audience
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- Figure 6: US population distribution, by race, 2016-26
- More women-led households
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- Figure 7: US household type, by all and Black households, 2020
- Lower median incomes may limit entertainment spending
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- Figure 8: Median household income, by race and Hispanic origin of householder, 2019
- A mixed outcome from COVID
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- Figure 9: Financial impact of COVID-19, by all and Black consumers, May 2021
- Clustered in urban areas
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- Figure 10: US population, by county type and race/Hispanic origin, 2016
Market Factors
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- Disproportionate pain from COVID-19
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- Figure 11: Percent with one dose of COVID-19 vaccine, by race, May 2021
- A burgeoning social justice movement
- Unemployment remains persistent
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- Figure 12: Total unemployment rate and Black unemployment rate (seasonally adjusted), Jan 2007-Apr 2021
- A digital divide – that’s bridged with mobile?
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- Figure 13: Black consumers’ smartphone ownership and attitudes, January 2021
- Higher gas prices discourage travel, outings
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- Figure 14: US gasoline and diesel retail prices, January 2007-April 2021
- Movies may prove to be less of an escape
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- Figure 15: Attitudes toward watching movies, by all and Black consumers, September 2020
Companies and Brands – Key Takeaways
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- Avoid going too fast, too soon
- Opportunities for growth in digital devices, services
- Show your support
- Hire Black creators – and executives
Market Opportunities
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- Build on eagerness to resume old leisure routines
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- Figure 16: Attitudes toward new and old leisure activities, April 2021
- Provide options when it comes to out-of-home
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- Figure 17: Importance of a social bubble, April 2021
- Opportunity to drive home theater upgrades
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- Figure 18: Home entertainment product ownership, by all and Black consumers, January and February 2021
- Room to grow for streaming
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- Figure 19: Top video streaming services used – last 30 days, November 2019-November 2020
- High levels of engagement for gaming
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- Figure 20: Video game participation and purchase intent, by gender and age, April 2021
Competitive Strategies
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- Mintel Global Trend Drivers
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- Figure 21: Mintel Trend Driver, Identity
- Support the community
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- Figure 22: Social movements that need more support, February 2021
- Embrace Black content creators – and Black leadership
- Cracking the mobile model
The Consumer – Key Takeaways
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- Varying levels of comfort with return to leisure
- Screen time is now all the time
- Significant increases in digital activities
- Majority did not add new services
- Culture counts – at least for some
- Having fun balanced against cost and guilt
Leisure and Entertainment Attitudinal Segments
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- Factors
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- Figure 23: Leisure and entertainment attitudinal segments, April 2021
- Burnouts (36%)
- Characteristics
- Opportunities
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- Figure 24: Demographic profile of Burnouts segment, April 2021
- Nesters (16%)
- Characteristics
- Opportunities
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- Figure 25: Demographic profile of Nesters segment, April 2021
- Breakouts (25%)
- Characteristics
- Opportunities
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- Figure 26: Demographic profile of Breakouts segment, April 2021
- Spenders (24%)
- Characteristics
- Opportunities
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- Figure 27: Demographic profile of Spenders segment, April 2021
Participation in Leisure Activities
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- Video a critical pastime during COVID-19
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- Figure 28: Leisure activities done in the past year, April 2021
- Age, income help drive video, digital participation
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- Figure 29: Leisure activities done in the past year – Watching TV, by age, April 2021
- Gender roles drive interests
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- Figure 30: Leisure activities done in the past year – analog items, by gender, April 2021
- Breakouts want to do it all
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- Figure 31: Leisure activities done in the past year, by leisure segments, April 2021
Change in Leisure Habits Due to COVID-19
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- Digital pastimes see a boost
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- Figure 32: How leisure participation has changed in the past year, April 2021
- Older consumers particularly likely to increase digital
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- Figure 33: Activities with more participation in the past year, by age, April 2021
- Pandemic did not inspire major leisure changes for most
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- Figure 34: Change in leisure priorities, April 2021
- Parents particularly likely to improve life balance
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- Figure 35: Change in leisure priorities, by gender and parental status, April 2021
Change in Digital Habits Due to COVID-19
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- New services don’t necessarily lead to cutting cable
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- Figure 36: Digital leisure habits since the pandemic, April 2021
- Slight gap seen in comparison to overall consumers
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- Figure 37: Digital leisure habits since the pandemic – Adding subscriptions, Black adults and total population, April 2021
- Younger women cancel cable, senior women watch less
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- Figure 38: Digital leisure habits since the pandemic – Adding subscriptions, by gender and age, April 2021
- Affluent invest in home viewing
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- Figure 39: Digital leisure habits since the pandemic – Adding subscriptions, by income, April 2021
Culture in Content
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- Black perspectives and content matter
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- Figure 40: Attitudes toward Black culture and heritage in entertainment, April 2021
- Affluent audiences place more value on culture
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- Figure 41: Attitudes toward Black culture and heritage in entertainment, by age and income, April 2021
- Fathers place the highest emphasis on culture
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- Figure 42: Attitudes toward Black culture and heritage in entertainment, by parental status and gender, April 2021
Attitudes Toward Resuming Leisure Routines
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- An important way to manage stress
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- Figure 43: Attitudes toward leisure as an escape, April 2021
- Parents need leisure – even if they aren’t in the mood for fun
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- Figure 44: Attitudes toward leisure as an escape, by parental status, April 2021
- Stiff competition from free
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- Figure 45: Attitudes toward the value of leisure activities, by age, April 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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