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
Executive Summary
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- Black media
- Media consumption habits
- Online trends and opportunities
- Understanding the consumer
- Demographics
Insights and Opportunities
Inspire Insights
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- Trend: Influentials
- What's it about?
- What we've seen
- Specifics
- Implications
- Trend: Staying Connected
- What's it about?
- What we've seen
- Specifics
- Implications
Black Media
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- Newspapers
- History of Black newspapers in America
- Who are they?
- Who are their readers
- Why are they important
- Magazines
- History of Black magazines in America
- Who are they
- Who are their readers
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- Figure 1: Top magazine titles, by audience composition for African Americans/Blacks
- Why are Black focused magazines important
- Radio
- History of Black radio in America
- Who are they
- Who are their listeners
- Why are they important
- Television
- History of Black television in America
- Who are they
- Who are their viewers
- Why are they important
- Online
- History of Black online sites in America
- Who are they
- Who are their visitors
- Why are they important
Blacks and Media Usage
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- History of Black media
- Black media and usage
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- Figure 2: Blacks’ attitudes towards the media, February 2009
- By age
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- Figure 3: Blacks’ attitudes towards the media, by age, February 2009
- By educational attainment
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- Figure 4: Blacks’ attitudes towards the media, by educational attainment, February 2009
- Attitude towards the media by race/Hispanic origin
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- Figure 5: Attitudes towards the media, by race/Hispanic origin, July 2007-September 2008
- Television
- Television usage by race/Hispanic origin
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- Figure 6: Attitudes towards television, by race/Hispanic origin, July 2007-September 2008
- Black television usage
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- Figure 7: Frequency of television viewership, by Black consumers, February 2009
- By age
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- Figure 8: Frequency of television viewership, by Black consumers, by age, February 2009
- By gender
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- Figure 9: Frequency of television viewership, by Black men, February 2009
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- Figure 10: Frequency of television viewership, by Black women, February 2009
- Radio
- Radio usage by race/Hispanic origin
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- Figure 11: Radio listeners’ attitudes towards radio, by race/Hispanic origin, July 2007-September 2008
- Radio usage of Blacks
- By age
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- Figure 12: Black radio listeners’ attitudes towards radio, by age, July 2007-September 2008
- By household income
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- Figure 13: Black radio listeners’ attitudes towards radio, by income, July 2007-September 2008
- Newspapers
- Newspaper usage by race/Hispanic origin
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- Figure 14: Newspaper readers’ attitudes towards newspapers, by race/Hispanic origin, July 2007-September 2008
- Black newspaper usage
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- Figure 15: Frequency of newspaper readership among Black consumers, February 2009
- By age
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- Figure 16: Frequency of newspaper readership among Black consumers, by age, February 2009
- By gender
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- Figure 17: Frequency of newspaper readership among Black men, February 2009
- Figure 18: Frequency of newspaper readership among Black women, February 2009
- Magazines
- Magazine usage by race/Hispanic origin
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- Figure 19: Magazine readers’ attitudes towards magazines, by race/Hispanic origin, July 2007-September 2008
- Black magazine usage
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- Figure 20: Black magazines preferred, by Black consumers, February 2009
- By income
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- Figure 21: Black magazines preferred, by Black consumers, by income, February 2009
- By gender
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- Figure 22: Black magazines preferred, by Black consumer, by gender, February 2009
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- Figure 23: Infiniti ad
- Blacks and advertising
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- Figure 24: Black consumers’ attitudes towards media’s portrayal of Blacks, February 2009
- By age
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- Figure 25: Black consumers’ attitudes towards media’s portrayal of Blacks, by age, February 2009
- By gender
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- Figure 26: Black consumers’ attitudes towards media’s portrayal of Blacks, by gender, February 2009
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- Figure 27: Mercedes-Benz television commercial, 2008
- Figure 28: American Express television commercial, 2007
Online Trends and Opportunities
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- The “digital divide” is history
- Blacks have embraced the internet
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- Figure 29: Total monthly unique users of Black internet sites, 2008 and 2009
- Who’s online?
- What are Black consumers doing online?
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- Figure 30: Black internet usage, by age and type of activity, December 2008
- Black consumers’ attitudes towards the internet
- By race/Hispanic origin
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- Figure 31: Consumer attitudes towards the internet, by race/Hispanic origin, July 2007-September 2008
- By age
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- Figure 32: Black consumers’ attitudes towards the internet, by age, July 2007-September 2008
- By gender
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- Figure 33: Black consumers’ attitudes towards the internet, by gender, July 2007-September 2008
- New media outlets to target Black consumers
Cluster Analysis
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- Newsies
- Who they are
- Opportunity
- Jetters
- Who they are
- Opportunity
- Media Lites
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 34: Black media clusters, February 2009
- Figure 35: Publications read in the past year, by Black media clusters, February 2009
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- Figure 36: Television viewership, by Black media clusters, February 2009
- Figure 37: Type of publication read, by Black media clusters, February 2009
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- Figure 38: Type of entertainers that are listened to, by Black media clusters, February 2009
- Figure 39: Attitudes towards the media and advertising, by Black media clusters, February 2009
- Cluster demographics
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- Figure 40: Black media clusters, by gender, February 2009
- Figure 41: Black media clusters, by age, February 2009
- Figure 42: Black media clusters, by income, February 2009
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- Figure 43: Black media clusters, by education, February 2009
- Cluster methodology
The Black Consumer
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- Black? Or African American?
- Comparing Black consumers to White
- Demographics
- U.S. population is becoming more diverse
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- Figure 44: Population, by race/Hispanic origin, 1970-2020
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- Figure 45: Asian/Pacific Islander, Black and Hispanic populations, 1970-2020
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- Figure 46: Population, by race and Hispanic origin, 2004-14
- U.S. Black population
- Black population by age
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- Figure 47: U.S. black population, by age, 2004-14
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- Figure 48: U.S. population, by generation, by gender, 2008
- U.S. Black geographic concentration
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- Figure 49: Black geographic concentration, by region, 2007
- Black population by state
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- Figure 50: Top 10 states, by total Black population (estimated), 2008
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- Figure 51: Top 10 states, by Black population as a percentage of total population, 2007
- Black buying power by state
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- Figure 52: Top 10 states, by Black buying power, 2007
- Generational insights among Black consumers
- Black generations
- Black metros
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- Figure 53: Top 10 metropolitan areas with the largest number of Black residents, 2005-07
- Black income and purchasing power
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- Figure 54: Household income distribution for all households and Black households, 2007
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- Figure 55: Purchasing power, by race/ethnicity, 2007
- Income of Black households vs. total U.S. households
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- Figure 56: Percentage of Black households with incomes of $50K or more vs. total U.S. households, 2003 and 2007
- Black Affluents
- Home ownership and household size
- Black home ownership
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- Figure 57: Percentage of homeowners, Black vs. total homeowners, top 10 metros, 2007
- Average household size
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- Figure 58: Average household size, by race/Hispanic origin of householder, 2001 and 2006
- Hip-hop women
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- Figure 59: Deferred marriage and childbearing among Black women, 2007
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- Figure 60: Marital status, by race and Hispanic origin, 2008
- African immigrants
- Country of origin/heritage
- From there to here
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- Figure 61: U.S. Immigrants, Baccalaureate and advanced degrees, by continent/region of origin, 2000
- Caribbean immigrants
- Top five countries of origin
- Geographic location
- Neighborhood characteristics
Appendix: Consumer Tables
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- Figure 62: Black consumers’ attitudes towards portrayal of Blacks in the media, February 2009
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Appendix: Simmons Tables
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- Figure 63: Black consumers’ attitudes towards the internet, by income, July 2007-September 2008
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Appendix: Trade Associations
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