Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Black generations
- Additional terms used in this report:
Executive Summary
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- Media consumption
- Leisure activities
- Online entertainment and gaming
- Understanding the consumer
- Demographics
- The importance of Black culture
- Entertainment trends
- Online entertainment
Insights and Opportunities
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- Black icons enhance worldview of Black audiences
- Cultural influences
- Leisure activities shaped by urban dwelling
- Edutainment key in Black community
Inspire Insights
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- Trend: That's (Home) Entertainment!
- What's it about?
- What we've seen
- Specifics
- Implications
- Trend: No More Mainstream
- What's it about?
- What we've seen
- Specifics
- Implications
The Black Consumer
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- Black? Or African American?
- Comparing Black to White
- Demographics
- U.S. population is becoming more diverse
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- Figure 1: Population, by race and Hispanic origin, 2003-13
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- Figure 2: Population, by race/Hispanic origin, 1970-2020
- U.S. Black population
- Black population by age
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- Figure 3: U.S. Black population, by age, 2004-14
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- Figure 4: U.S. population, by generation, by gender, 2008
- U.S. Black geographic concentration
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- Figure 5: Black geographic concentration, by region, 2007
- Black population by state
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- Figure 6: Top ten states, by total Black population, 2007
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- Figure 7: Top ten states, by Black population as a percentage of total population, 2007
- Black buying power by state
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- Figure 8: Top ten states, by Black buying power, 2007
- Black metros
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- Figure 9: Top ten metropolitan areas with the largest number of Black residents, 2005-07
- Black income and purchasing power
- Black income is increasing
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- Figure 10: Household income distribution for all households and Black households, 2007
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- Figure 11: Purchasing power, by race/Hispanic origin, 2007
- Income of Black households versus total U.S. households
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- Figure 12: Increase in percentage of Black households with incomes of $50,000 or more vs. total U.S. households, 2003 and 2007
- Average household size
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- Figure 13: Average household size, by race/Hispanic origin of householder, 2001 and 2006
- Black family structure
- It takes a village
- Family values
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- Figure 14: Grandparents living with grandchildren, by race/Hispanic origin, 2003
- Father-child activities
- Hip-Hop women
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- Figure 15: Deferred marriage and childbearing among black women, 2007
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- Figure 16: Households with children, by race and Hispanic origin of householder, 2007
- Country of origin/heritage
- African immigrants
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- Figure 17: U.S. immigrants, Baccalaureate and advanced degrees, by continent/region of origin, 2000
- Caribbean immigrants
- Top five countries of origin
- Geographic location
- Neighborhood characteristics
The Importance of Black Culture to African Americans
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- “Cultural Relevance”
- Oral tradition, storytelling paramount
- Black culture today
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- Figure 18: Attitudes towards culture and traditions, by race/Hispanic origin, 2007-08
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- Figure 19: Attitudes towards preserving cultural heritage, by race/Hispanic origin, 2007-08
- The Black experience today
- 'Why can't they just show us normal?'
- Embracing African-American culture
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- Figure 20: Music preference of Blacks, by gender, February 2009
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- Figure 21: Racial preferences of Blacks when socializing, by gender, February 2009
Black Entertainment and Marketing
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- Pre- and post-Civil War
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- Figure 22: Zatarain’s entrées
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- Figure 23: Joe Boxer television commercial
- Turn of the century
- The Harlem Renaissance
- The World War II era
- The 1950s era
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- Figure 24: P. Diddy (Sean Combs) televison commercial for Ciroc Ultra Premium Vodka—“Rat Pack”, 2008
- Civil Rights era—the 1960s
- The 1970s
- Searching for our roots
- The 1980s—the Reagan years
- The 1990s
- Black entertainment in the 21st Century
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- Figure 25: Ethnicity of frequent movie-goers, by race/Hispanic origin, 2003-07
- Inclusion
- It’s relevant to us because it is about us
- Black entertainment—the future
- Black faces are important
- What comes after hip-hop?
Entertainment Activities Among Black Consumers
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- In-home entertainment preferences
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- Figure 26: In-home leisure/entertainment activities, by race/Hispanic origin and age, August/September 2008
- Entertaining guests in the home
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- Figure 27: Frequency of entertaining guests in the home, by race/Hispanic origin and age, July 2007-September 2008
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- Figure 28: Entertaining guests in the home, by race/Hispanic origin and age, July 2007-September 2008
- Entertainment outside the home
- Kairos time
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- Figure 29: Black consumer attendance at entertainment and cultural events, December 2008
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- Figure 30: Comparison of attendance at entertainment and cultural events, by household income, December 2008
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- Figure 31: Black leisure/hobby preferences, July 2007-September 2008
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- Figure 32: Hobbies and activities, by race/Hispanic origin, July 2007-September 2008
- Hobbies and activities by age
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- Figure 33: Hobbies and activities prefered by Blacks, by age, July 2007-September 2008
Sports and Exercise Participation
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- Figure 34: Sports/activity preferences by Blacks, July 2007-September 2008
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- Figure 35: State Farm advertising—“Fifty Million Pound Challenge”, 2008
- Sports interest
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- Figure 36: Sports preferences, by race/Hispanic origin, July 2007-September 2008
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- Figure 37: Sports preferences by Blacks, by gender, July 2007-September 2008
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- Figure 38: Sports/activities preferences, by race/Hispanic origin, July 2007-September 2008
- Sport and activity preferences by age
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- Figure 39: Sports/activities preferences among Blacks, by age, July 2007-September 2008
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Movie Theaters and Movies in the Home
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- Figure 40: Movie seen in the theatre in the past six months, by race/Hispanic origin, April 2007-June 2008
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- Figure 41: Type of movie seen in the past six months in a movie theatre, by Blacks, by age, April 2007-June 2008
- Purchase of DVDs
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- Figure 42: Types of DVDs purchased, by race/Hispanic origin, July 2007-September 2008
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- Figure 43: DVDs purchased in past three months, by mean, by race/Hispanic origin, July 2007-September 2008
- Figure 44: Where DVDs are purchased, by race/Hispanic origin, July 2007-September 2008
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- Figure 45: Where Blacks purchased DVDs, by gender, July 2007-September 2008
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Music, Books and Video Games
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- Figure 46: Preference for Black or African-American music, by gender, January 2009
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- Figure 47: Preference for Black or African-American music, by age, January 2009
- Figure 48: Preference for Black or African-American music, by income, January 2009
- Black music isn’t just hip-hop
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- Figure 49: Black music purchases, by race, July 2007-September 2008
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- Figure 50: Location of music purchases, by race/Hispanic origin, April 2007-June 2008
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- Figure 51: Number of music purchases in the last 12 months, by race/Hispanic origin, April 2007-June 2008
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- Figure 52: Music purchases in the last 12 months, by race/Hispanic origin and age, July 2007-September 2008
- Books
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- Figure 53: Type of Books purchased by Black readers, by age, July 2007-September 2008
- Book consumption by gender
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- Figure 54: Type of Books purchased by Black readers, by gender, July 2007-September 2008
- Book consumption by income
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- Figure 55: Type of Books purchased by Black readers, by income, July 2007-September 2008
- Video games
- Video game consumption by race/Hispanic origin
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- Figure 56: Attitudes towards video games, by race/Hispanic origin, July 2007-September 2008
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- Figure 57: Mean amount spent on video games in the past 12 months, by race/Hispanic origin, July 2007-September 2008
- Attitude towards video games by gender
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- Figure 58: Mean amount Blacks spent on video games in the past 12 months, by gender, July 2007-September 2008
- Figure 59: Black attitudes towards video games, by gender, July 2007-September 2008
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- Figure 60: Black women’s attitudes towards video games, with and without children, July 2007-September 2008
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Games and Toys
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- Figure 61: Games and toys purchased in the past 12 months, by race/Hispanic origin, July 2007-September 2008
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- Figure 62: Black games and toys purchases in the past 12 months, by age, July 2007-September 2008
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- Figure 63: Black games and toys purchases in the past 12 months, by gender, July 2007-September 2008
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- Figure 64: Black games and toys purchases in the past 12 months, by age, July 2007-September 2008
- Games and toys consumption by household type
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- Figure 65: Black games and toys purchases in the past 12 months, by household type, by level of expenditure, July 2007-September 2008
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- Figure 66: Black games and toys purchases in the past 12 months, by household type, July 2007-September 2008
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Travel Preferences
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- Figure 67: Reasons for foreign travel (outside of the U.S.) in the past three years, by race/Hispanic origin, April 2007-June 2008
- Back to Africa
- Cruise ship vacations
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- Figure 68: Number of cruises taken in the last three years, by race/Hispanic origin, April 2007-June 2008
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- Figure 69: Choice of cruise line in past three years, by race/Hispanic origin, April 2007-June 2008
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- Figure 70: Locations traveled to on cruise vacation by Black travelers, April 2007-June 2008
- Theme parks
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- Figure 71: Theme park preference, by race/Hispanic origin, April 2007-June 2008
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- Figure 72: Black theme park preference, by household income, April 2007-June 2008
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Casino Gambling
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- Figure 73: Frequency of casino visits, by race/Hispanic origin, July 2007-September 2008
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- Figure 74: Average number of visits by Blacks to casino in the past 12 months, by age, July 2007-September 2008
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- Figure 75: Location of casinos visited in the past 12 months, by race/Hispanic origin, July 2007-September 2008
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- Figure 76: Location of casinos visited by Black gamblers in the past 12 months, by gender, July 2007-September 2008
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Collectibles
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- Figure 77: Collectibles preferences, by race/Hispanic origin, July 2007-September 2008
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Online Entertainment
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- Attitudes towards online entertainment
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- Figure 78: Attitudes toward online entertainment, by race/Hispanic origin and age, July 2008
- Online video
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- Figure 79: Online activities, by race/Hispanic origin and age, July 2008
- Online video spending
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- Figure 80: Video download expenditures for past month, by race/Hispanic origin and income, July 2008
- Incidence of downloading free and paid video
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- Figure 81: Online activities, by race/Hispanic origin and household income, July 2008
- Online music
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- Figure 82: Online activities, by race/Hispanic origin and age, July 2008
- Online music spending
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- Figure 83: Video download expenditures for past month, by race/Hispanic origin and household income, July 2008
- Incidence of downloading free and paid music
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- Figure 84: Online activities, by race/Hispanic origin and household income, July 2008
- Internet access via cell phone or handheld device
- Accessing the internet via cell phone
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- Figure 85: Online activities, by race/Hispanic origin and age, July 2008
Advertising of Entertainment and Leisure Activities
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- Figure 86: Old Orchard Healthy Balance, 2009
- Figure 87: Actonel, 2009
- Figure 88: V-8 Juice, 2009
- Figure 89: American Black Film Festival, 2009
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- Figure 90: Nebraska Department of Economic Development, 2009
- Figure 91: Amtrak, 2009
- Figure 92: Ohio Department of Tourism, Girlfriend Weekend ad
- Figure 93: Visitmo.com Ad, Stay Close
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- Figure 94: Tyler Perry Productions, Not Easily Broken ad
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Cluster Analysis
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- BETers
- Who they are
- Opportunity
- Moderates
- Who they are
- Opportunity
- Non-weeklies
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 95: Black clusters, January 2009
- Figure 96: Viewing of television networks, by Black clusters, January 2009
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- Figure 97: With whom do Blacks spend most of their time, by Black clusters, January 2009
- Figure 98: Race/Hispanic origin preference of Blacks when listening to music, by Black clusters, January 2009
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- Figure 99: Portrayal of Blacks in the media and celebrities, by Black clusters, January 2009
- Cluster demographics
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- Figure 100: Black clusters, by gender, January 2009
- Figure 101: Black clusters, by age, January 2009
- Figure 102: Black clusters, by income, January 2009
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- Figure 103: Black clusters, by education level, January 2009
- Cluster methodology
Appendix: Additional Simmons Tables
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- Sports and activity preferences
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- Figure 104: Sports/activity preferences, by race/Hispanic origin, July 2007-September 2008
- Figure 105: Black sports/activity preferences, by gender, July 2007-September 2008
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- Figure 106: Black sports/activity preferences, by age, July 2007-September 2008
- Figure 107: Black sports/activity preferences, by number of children, July 2007-September 2008
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- Figure 108: Black games and toys purchases in the past 12 months, by gender, July 2007-September 2008
Appendix: Trade Associations
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