Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Issues in the Market
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- How is Black consumer spending on entertainment changing?
- Are book publishers missing the mark with Black consumers?
- What can movie theaters do to increase revenue?
Executive Summary
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- The market
- Market factors
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- Figure 1: Changes in household expenditure on entertainment compared to a year ago, by gender and age, April 2012
- Black consumers aged 18-34
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- Figure 2: Generations, by race/Hispanic origin, 2011
- Entertainment preferences of the Black consumer
- Entertainment events attended by Black consumers
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- Figure 3: Events attended in the previous year, by Black consumers, April 2012
- Sports viewed
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- Figure 4: Top five sports viewed by Black consumers in the past 12 months, by race/Hispanic origin, October 2010-November 2011
- Frequency of movie attendance
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- Figure 5: Frequency of attending movie theaters in the past year, by gender and age, April 2012
- Top five online activities
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- Figure 6: Top five online or internet activities realized in the last 30 days by Black consumers, by race/Hispanic origin, October 2010-November 2011
- Black consumers are the least likely to purchase games and toys
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- Figure 7: Games and toys purchased in the last 12 months, by race/Hispanic origin, October 2010-November 2011
- The consumer
- U.S. Black population
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- Figure 8: Population, by race/Hispanic origin, 2007-17
- Presence and ages of children in the household
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- Figure 9: Presence and ages of children in the household, by race/Hispanic origin, 2011
- Purchasing power
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- Figure 10: Purchasing power, by race/Hispanic origin, 1990-2015
- What we think
Insights and Opportunities
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- Outdoor festivals and street fairs are marketing opportunities
- Turning family reunions into entertainment events
Inspire Insights
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- Trend: Click and Connect
- Trend: Extend My Brand
The Black Entertainment Consumer
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- Key points
- Changes in household expenditure on entertainment
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- Figure 11: Changes in household expenditure on entertainment, by gender and age, April 2012
- Blacks and Asians are more likely to increase spending on live entertainment
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- Figure 12: Expected change in spending on live entertainment, by race/Hispanic origin, July 2011
- Who accompanies Black consumers to events
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- Figure 13: Who accompanies Black consumers to events, April 2012
- Household income and its impact on events parents attend with children
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- Figure 14: Type of events that Black consumers were accompanied by children, by household income, April 2012
- Gathering information on events
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- Figure 15: Ways in which Black consumers gather information about and/or buy tickets for entertainment events, by frequency of usage, April 2012
- Social networking sites as a source of entertainment information
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- Figure 16: Ways in which Black consumers gather information about and/or purchase tickets for entertainment events, by age, April 2012
- Attendance influencers
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- Figure 17: Influencers when attending an entertainment event, by gender and age, April 2012
Entertainment Activities
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- Key points
- Entertainment activities
- Types of activities attended
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- Figure 18: Events attended in the past year, by gender and age, April 2012
- Books
- Black fiction and book clubs
- Likelihood of purchasing a book and type of book
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- Figure 19: Likelihood of purchasing books (not e-books) and type of book, by race/Hispanic origin, October 2010-November 2011
- Place of purchase of books
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- Figure 20: Place of purchase of books (not e-books) in the past year, by race/Hispanic origin, October 2010-November 2011
- E-books
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- Figure 21: Likelihood of reading/listening to e-books, by race/Hispanic origin, October 2010-November 2011
- Type of device used for downloading book
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- Figure 22: Type of device used for downloading a book from the internet, by gender and age, April 2012
- Sports
- Sports viewed
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- Figure 23: Sports viewed in the past 12 months, by race/Hispanic origin, October 2010-November 2011
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- Figure 24: Sports watched – regular seasonal, by gender and age, October 2010-November 2011
- Sports attended
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- Figure 25: Sports events attended, by race/Hispanic origin, October 2010-November 2011
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- Figure 26: Sports events attended, by household income, October 2010-November 2011
- Black sports fans are the most receptive to game-time advertising
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- Figure 27: Attitudes toward sports advertising, by race/Hispanic origin, February 2012
Movies
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- Key points
- Frequency of going to the movies
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- Figure 28: Frequency of movie attendance in the last 90 days, by race/Hispanic origin, October 2010-November 2011
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- Figure 29: Frequency of attending movie theaters in the past year, by gender and age, April 2012
- Genre of movies viewed
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- Figure 30: Type of movie usually viewed, by race/Hispanic origin, October 2010-November 2011
- Movie preferences by Black consumers
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- Figure 31: Type of movies usually viewed, by gender and age, October 2010-November 2011
- Movies in 3-D
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- Figure 32: Likelihood of watching a movie in 3-D, by race/Hispanic origin, October 2010-November 2011
- Search tools used for movie information
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- Figure 33: Where Black consumers search for movie times and locations, by age, April 2012
- Purchase movie tickets
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- Figure 34: Ways in which Black consumers purchase movie tickets, by gender and age, April 2012
- Ticketing system
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- Figure 35: Black consumers who might be interested in cell phone-based ticketing system, by gender and age, April 2012
- Items purchased at the theater
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- Figure 36: Items purchased at the movie theater, by gender and age, April 2012
The Black Online Entertainment Consumer
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- Key points
- Online activities
- Online banking is the second most popular online activity among Black consumers
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- Figure 37: Online or internet activities realized in the last 30 days, by race and Hispanic origin, October 2010-November 2011
- Women aged 35-54 are the most likely group to purchase online
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- Figure 38: Online activities, by gender and age, October 2010-November 2011
- Technology items utilized for online activities
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- Figure 39: Activities performed with various technology items, April 2012
- Social media
- Belonging to social websites
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- Figure 40: Likelihood of belonging to social sharing/networking websites, by race/Hispanic origin, October 2010-November 2011
- Black consumers aged 25-34 are the most likely to visit SNS
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- Figure 41: Likelihood of visiting social sharing/networking websites, by age, October 2010-November 2011
- Online music
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- Figure 42: Technology device used for downloading music, by gender age, April 2012
- Online video
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- Figure 43: Devices used for downloading video, TV shows, movies from the internet, by gender and age, April 2012
- Downloading video games from the internet
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- Figure 44: Device used for downloading a video game from the internet, gender and age, April 2012
Games and Toys
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- Key points
- Likelihood of purchase and type of games/toys purchased
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- Figure 45: Games and toys purchased in the last 12 months, by race/Hispanic origin, October 2010-November 2011
- Presence of children and not household income impact purchase of games and toys
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- Figure 46: Games and toys, by household income, October 2010-November 2011
- Figure 47: Games and toys, by presence of children in household, October 2010-November 2011
- Types of games/toys purchased
- Black consumers are the most likely to purchase video games
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- Figure 48: Type of games and toys purchased in the past 12 months, by race and Hispanic origin, October 2010-November 2011
- The Black games and toys consumer
- Household income has little impact on types of games and toys purchased
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- Figure 49: Games and toys, by household income, October 2010-November 2011
- More than half of video game buyers are from households without children
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- Figure 50: Games and toys, by presence of children in household, October 2010-November 2011
Marketing Strategies
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- Key points
- TV advertising
- Carpenter Theatre - Richmond Center
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- Figure 51: Birthday & Belle, August 26, 2011
- Alvin Ailey
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- Figure 52: Alvin Ailey, November 28, 2011
- Essence Music Festival
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- Figure 53: The Best In Music, June 8, 2012
- Fisher-Price
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- Figure 54: Animal Kingdom, October 3, 2011
- Event marketing
- Essence Music Festival
- Odunde Festival
- The Bud Billiken Parade and Picnic
- American Black Film Festival
- Los Angeles Film Festival
- African Diaspora International Film Festival
U.S. Black Population
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- Key points
- U.S. population by race/Hispanic origin
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- Figure 55: Population, by race and Hispanic origin, 2007-17
- Figure 56: Population, by race/Hispanic origin, 1970-2020
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- Figure 57: Asian, Black, and Hispanic populations, 1970-2020
- Age
- Generations by race
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- Figure 58: Generations, by race/Hispanic origin, 2011
- Black population by age
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- Figure 59: U.S. Black population, by age, 2006-16
- Figure 60: U.S. Population, by age, 2006-16
- U.S. Black geographic concentration
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- Figure 61: Black geographic concentration, by region, 2007
- Black population by state
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- Figure 62: Top 10 states with largest Black population, 2011
- Population by geographic concentration
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- Figure 63: States ranked with the highest share of Black residents, 2011
- Black metros
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- Figure 64: Metropolitan status of Black households, 2006 and 2011
- Figure 65: Top 10 states ranked by change in black population, 2000-10
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- Figure 66: Top 10 metropolitan areas with the largest number of Black residents, 2010
- Black purchasing power
- Black income
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- Figure 67: Median household income, by race and Hispanic origin of householder, 2010
- Figure 68: Household income distribution for all households and Black households, 2010
- Purchasing power by race/Hispanic origin
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- Figure 69: Purchasing power, by race/Hispanic origin, 1990-2015
- Figure 70: Purchasing power, by race/Hispanic origin, 1990-2015
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- Figure 71: Top 10 states/regions with the largest share of Black buying power, 2010
- Figure 72: Top 10 states, by rate of growth of Black buying power, 1990-2010
- Affluent Blacks
- Black households
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- Figure 73: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
- Figure 74: Presence and ages of children in the household, by race/Hispanic origin, 2011
- Country of origin/heritage
- African immigrants
- Caribbean immigrants
- Geographic location
Appendix—Other Useful Information
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- Figure 75: Likelihood of purchasing books (not e-books) and type of book, by gender, October 2010-November 2011
- Figure 76: Likelihood of reading/listening to e-books, by gender, October 2010-November 2011
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- Figure 77: Frequency of visiting social sharing/networking websites, by age, October 2010-November 2011
- Figure 78: Who accompanied Black consumers to live concerts, musical performances, and street fairs, by gender and age, April 2012
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- Figure 79: Who accompanied Black consumers to art exhibits and museums, by gender and age, April 2012
- Figure 80: Who accompanied Black consumers to movie theaters, by age, April 2012
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- Figure 81: Who accompanied Black consumers to cultural and philanthropic events and book-related events, by age, April 2012
- Figure 82: Who accompanied Black consumers to sporting and fraternity/sorority events and family reunions, by age, April 2012
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- Figure 83: Events attended in the past year by Black consumers, by gender and household income, April 2012
- Figure 84: Movie attendance, by race/Hispanic origin, October 2010-November 2011
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- Figure 85: Likelihood of watching a movie in 3-D, by age, October 2010-November 2011
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Appendix—Trade Associations
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