Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Resources used for The Consumer sections
Executive Summary
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- Key demographics
- Key issues: race, discrimination, life satisfaction
- Hobbies and lifestyle
- Spending patterns
- Attitudes to advertising
Insights and Opportunities
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- The big picture
- Representations of black life
- Using brands to construct a personal identity
- Engage community pillars in brand/product development process
- Virtual world of multiculturalism
- Izania.com
- BlacksGoneGeek.com
Fast Forward Trends
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- Brand tribe
- Engaging customers in the brand…
- One world harmony
- Branding locally, culturally
- The Obama factor
Demographics of Black America
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- Key points
- Black population growing faster than whites, slower than Hispanics/Asians
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- Figure 1: Population, by race and Hispanic origin, 2002-2012
- Median black household incomes less than Hispanics/whites/Asians
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- Figure 2: Median household income, black, white Hispanic, 1980-2006
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- Figure 3: Trended distribution of median household incomes among blacks, 1980-2006
- Blacks younger than whites, older than Hispanics
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- Figure 4: Total population and black population, by age, 2008
- Household size: why black household incomes are smaller than Hispanics
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- Figure 5: Average household size, by race/Hispanic origin of householder, 2001and 2006
- Blacks less likely to be married
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- Figure 6: Marital status of people aged 15+ years, by race and Hispanic origin, 2005
- Black education on the rise, but lagging whites
- Top 10 black metros
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- Figure 7: Top ten black population centers, 2006
Race, Discrimination and Life Satisfaction
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- Key points
- Most blacks believe themselves to be a single race
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- Figure 8: Perceptions of racial homogeneity among blacks, by gender, age and income, 2007
- Values of middle class and poor blacks
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- Figure 9: Values gap between middle-class and poor blacks, by gender, age and income, 1986 and 2007
- Perceived values gap between blacks and whites
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- Figure 10: Perceived values gap between whites and blacks. 1986 and 2007
- Blacks share beliefs about discrimination
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- Figure 11: Evaluation of selected values by blacks, by household income, 2008
- Young blacks slightly less concerned about discrimination
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- Figure 12: Evaluation of selected values by blacks , by age, 2008
- Blacks more likely to sense discrimination
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- Figure 13: Incidence and occasion of perceived discrimination, by race, 2007
- Black optimism has declined significantly over two decades
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- Figure 14: Perceived future of blacks among black adults, 1986 and 2007
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- Figure 15: Proportion of Black adults that believe the future will be better, by gender, age and education, 1986 and 2007
- Most blacks are satisfied with their lives
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- Figure 16: Overall life satisfaction, by race, 2007
Hobbies and other Lifestyle Attributes
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- Key points
- Rich and poor—important lifestyle differences
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- Figure 17: Lifestyle characteristics of blacks**, by household income, 2006-07
- Affluent blacks more physically, socially active
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- Figure 18: Hobbies of black adults, by popularity and annual household income, 2008
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- Figure 19: Hobbies of black adults, by age, 2008
Spending Patterns
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- Key points
- Overall annual spending
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- Figure 20: Overall annual expenditures, by blacks and non-blacks, 2003-06
- Apparel
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- Figure 21: Indexed apparel expenditures, by blacks and non-blacks, 2004 and 2006
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- Figure 22: Annual apparel expenditures, by blacks and non-blacks, 2003-06
- Personal care and cleaning supplies
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- Figure 23: Indexed personal care expenditures, by blacks and non-blacks, 2004 and 2006
- Figure 24: Annual personal care expenditures, by blacks and non-blacks, 2003-06
- Food
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- Figure 25: Indexed food expenditures, by blacks and non-blacks, 2004-06
- Figure 26: Annual food expenditures, by blacks and non-blacks, 2003-06
- Healthcare
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- Figure 27: Indexed healthcare expenditures, by blacks and non-blacks, 2004-06
- Figure 28: Annual healthcare expenditures, by blacks and non-blacks, 2003-06
Shopping Patterns
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- Key points
- Shopping frequency and attitudes
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- Figure 29: Shopping frequency, by race, 2006-07
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- Figure 30: Affinity to shopping, by race, 2006-07
- Blacks price sensitive, but loyal
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- Figure 31: Price sensitivity, by race, 2006-07
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- Figure 32: Store preference drivers and price sensitivity of blacks, by income, 2006-07
- Black women more discerning shoppers
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- Figure 33: Shopping frequency and store preference drivers of blacks, by gender, 2006-07
- Black women more price-sensitive
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- Figure 34: Price sensitivity of blacks, by gender, 2006-07
- Blacks and Asians will travel in order to shop
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- Figure 35: Willingness to travel for desired retailers, by race, 2006-07
- Blacks more likely to shop at drug stores
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- Figure 36: Type of store shopped at in the last four weeks, by race, 2006-07
- Blacks visit clothing, footwear and children’s stores more frequently
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- Figure 37: Type of store shopped at in the last three months, by race, 2006-07
- Affluent blacks shop for non-essential goods more frequently
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- Figure 38: Type of store blacks shopped at in the last 3 months, by income, 2006-07
- Affluent blacks more likely to go ethnic, organic and online
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- Figure 39: Non-traditional food shopping channels, income, 2008
- Figure 40: Non-food shopping channels, by income, 2008
- Blacks less inclined to e-shop, phone shop, mail order
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- Figure 41: Type of shopping order completed in the past 12 months, by race, 2006-07
- Food shopping
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- Figure 42: Food choice drivers of blacks, by income, 2008
- Blacks spend less on groceries
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- Figure 43: Average weekly grocery expenditures, by race, 2006-07
- Young blacks dine out with greater frequency
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- Figure 44: Dining out patterns, by age, 2008
Advertising Attitudes and Preferences
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- Key points
- Blacks more receptive to advertising
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- Figure 45: Advertising attitudes, by race, 2006-07
- Ad recall helps in making purchase decisions
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- Figure 46: Efficacy of advertising, by race, 2006-07
- Blacks less resistant to children’s advertising
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- Figure 47: Children’s advertising attitudes, by race, 2006-07
- Blacks more likely to review magazine ads
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- Figure 48: Magazine advertising attitudes, by race, 2006-07
- Blacks (and other minorities) notice outdoor advertising…
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- Figure 49: Effect of bus, train and taxi ads, by race, 2006-07
- …and ads in movie theatres
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- Figure 50: Effect of movie theatre ads, by race, 2006-07
- The higher the income, the higher the impact of advertising
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- Figure 51: Advertising and media attitudes of blacks, by income, 2006-07
Deeper Analysis—Cooking vs. Dining Out Cohorts
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- Insights
- Cluster 1: Home cooking group
- Cluster 2: Dining out lovers
- Cluster 3: Average dining out/home cooking group
- Cluster distribution and demographics
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- Figure 52: Black Americans clusters, February 2008
- Figure 53: Black Americans clusters, by gender, February 2008
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- Figure 54: Black Americans clusters, by age, February 2008
- Figure 55: Black Americans clusters, by income, February 2008
- Methodology
Appendix: Other Useful Consumer Tables
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- Overall expenditures
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- Figure 56: Overall annual expenditures, blacks and non-blacks, 2003-06
- Food and drink expenditures
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- Figure 57: Trended food at home expenditures, blacks and non-blacks, 2003-06
- Figure 58: Trended food away from home expenditures, blacks and non-blacks, 2003-06
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- Figure 59: Trended cereals and bakery products expenditures, blacks and non-blacks, 2003-06
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- Figure 60: Trended meats, poultry, fish, and eggs expenditures, blacks and non-blacks, 2003-06
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- Figure 61: Trended dairy products expenditures, blacks and non-blacks, 2003-06
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- Figure 62: Trended fruits and vegetables expenditures, blacks and non-blacks, 2003-06
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- Figure 63: Trended other food at home expenditures, blacks and non-blacks, 2003-06
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- Figure 64: Trended alcoholic beverages expenditures, blacks and non-blacks, 2003-06
- House and transport related expenditures
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- Figure 65: Trended housing expenditures, blacks and non-blacks, 2003-06
- Figure 66: Trended shelter expenditures, blacks and non-blacks, 2003-06
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- Figure 67: Trended transportation expenditures, blacks and non-blacks, 2003-06
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- Figure 68: Trended utilities, fuels, and public service expenditures, blacks and non-blacks, 2003-06
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- Figure 69: Trended entertainment expenditures, blacks and non-blacks, 2003-06
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- Figure 70: Trended household operation expenditures, blacks and non-blacks, 2003-06
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- Figure 71: Trended housekeeping supplies expenditures, blacks and non-blacks, 2003-06
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- Figure 72: Trended household furnishings and equipment expenditures, blacks and non-blacks, 2003-06
- Other/miscellaneous expenditures
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- Figure 73: Trended reading expenditures, blacks and non-blacks, 2003-06
- Figure 74: Trended education expenditures, blacks and non-blacks, 2003-06
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- Figure 75: Trended tobacco products and smoking supplies expenditures, blacks and non-blacks, 2003-06
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- Figure 76: Trended miscellaneous expenditures, blacks and non-blacks, 2003-06
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- Figure 77: Trended cash contributions expenditures, blacks and non-blacks, 2003-06
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- Figure 78: Trended personal insurance and pensions expenditures, blacks and non-blacks, 2003-06
- Income
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- Figure 79: Trended money before income taxes, blacks and non-blacks, 2003-06
- Figure 80: Trended personal taxes, blacks and non-blacks, 2003-06
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- Figure 81: Trended income after taxes, blacks and non-blacks, 2003-06
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- Figure 82: Trended gifts of goods and services expenditures, blacks and non-blacks, 2003-06
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