Table of Contents
Executive Summary
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- The market: Expenditures forecast to grow 41% from 2014-19
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- Figure 1: Expenditures and fan chart forecast of black consumers and entertainment, at current prices, 2009-19
- Segment overview
- Market drivers
- Marketing strategies
- The consumer
- Changes in spending on entertainment
- In-home activities
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- Figure 2: Top 5 activities that Blacks do at home at least once a week, January 2015
- Out-of-home activities
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- Figure 3: Top 5 activities Black consumers do away from home, by frequency, January 2015
- Types of events attended and plan to attend
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- Figure 4: Top 5 types of events Blacks attended or plan to attend, January 2015
- Factors that impact event attendance
- Lifestyle goals that may impact entertainment choices
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- Figure 5: Top 5 personal entertainment goals Blacks plan to achieve in the next year, January 2015
- What we think
Issues and Insights
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- What role do faith and spirituality play in entertainment?
- The issues
- The implications
- How has spending changed, and what are plans for the coming year?
- The issues
- The implications
- What are opportunities for advertisers and how can they connect with Black consumers?
- The issues
- The implications
Trend Application
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- Trend: Giving Back
- Trend: Locavore
- Trend: Slow it All Down
Market Size and Forecast
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- Key points
- Expenditures forecast to grow 41% from 2014-19
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- Figure 6: Entertainment expenditures by Black households, at current prices, 2009-19
- Figure 7: Entertainment expenditures by Black households, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 8: Expenditures and fan chart forecast of Black consumers and entertainment, at current prices, 2009-19
Segment Performance Overview
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- Key points
- Audio-visual equipment and services accounts for lion’s share
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- Figure 9: Entertainment expenditures by Black households, by category, at current prices, 2009-19
- 2012 was a big year for increases, audio-visual expected to nearly double from 2009-19
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- Figure 10: Entertainment expenditures by Black households, by category, at current prices, 2009-19
Market Drivers
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- Key points
- Advancements in home entertainment
- Blacks are celebratory, prevalence of Blacks on TV a reason to party
- More singles, entertainment is a priority and adds variety
- Gentrification brings businesses back to Black communities
Marketing Strategies
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- Key points
- Overview of the brand landscape
- TV is still Blacks #1 form of entertainment
- Comcast XFINITY
- Network television
- Technology and communication brands target Millennials
- Verizon’s ‘#PotentialofUs’ campaign
- Beats by Dre’s ‘#SoloSelfie’ campaign
- NFL and NBA tap into the passion and fan spirit
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- Figure 11: Nike, Training Day television ad, 2013
- US Forest Services launches campaign aimed at attracting Blacks
Changes in Spending on Entertainment
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- Key points
- Seven in 10 Blacks spent more or the same on leisure and entertainment
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- Figure 12: How Blacks’ entertainment spending is changing compared to other categories, January 2015
- Men and people 18-34 spent more on entertainment-related items
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- Figure 13: Leisure and entertainment related expenses Blacks spent more on in the past year, by key demographics, January 2015
In-home Activities
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- Key points
- Television is the leading form of entertainment
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- Figure 14: Activities that Blacks do at home, by frequency of doing the activity, January 2015
- Men more into YouTube, streaming, and video games
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- Figure 15: In-home activities Blacks frequently participate in, by gender, January 2015
- Older Blacks watch network TV, younger people watch cable, videos and stream
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- Figure 16: Frequent TV-related activities Blacks do, by gender and age, January 2015
- Men are heavier gamers, but women 18-34 play more games on their smartphones
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- Figure 17: Frequent gaming-related activities Blacks do, by gender and age, January 2015
- Older men do more cooking and hosting parties, women do more reading
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- Figure 18: Other in-home activities, by gender and age, January 2015
Out-of-home Activities
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- Key points
- Dining out, going to church, shopping are among top leisure activities
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- Figure 19: Activities Black consumers do away from home, by frequency, January 2015
- Four in 10 Blacks go to church at least once a week
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- Figure 20: Frequency of participating in activities away from home, by frequency, January 2015
- Men are far more social and active with leisure and entertainment activities
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- Figure 21: Frequent activities Blacks do away from home, by gender, January 2015
- Dining out
- Men more likely to eat at QSRs, fast-casual restaurants, pizza restaurants, food trucks
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- Figure 22: Type of restaurants visited in the past month, by gender, September 2014
- Blacks eat at fast food restaurants significantly more than Whites
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- Figure 23: Frequency of visiting fast food and drive-in restaurants in the past 30 days, by race/Hispanic origin, April 2013-June 2014
- Men more likely than women to eat at sit-down restaurants
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- Figure 24: Type of restaurants visited in the past month, by gender, September 2014
- Movie theater visits
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- Figure 25: Movie theater attendance in last six months, by race/Hispanic origin, August 2014
- Black movie goers attend frequently, nearly every month
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- Figure 26: Frequency of going to the movies in the last six months, by race/Hispanic origin, August 2014
- Blacks like to shop – Shopping is an escape and social outing
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- Figure 27: Attitudes toward shopping in general, by race/Hispanic origin, August 2013-September 2014
- Figure 28: Preferences for shopping alone versus with others, by race/Hispanic origin, August 2013-September 2014
- Sports and fitness
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- Figure 29: Major sports associations followed in the last 12 months, by race/Hispanic origin, April 2014
- Figure 30: Sports fans level of engagement, by race/Hispanic origin, April 2014
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- Figure 31: Blacks’ usage of and interest in digital fitness tools, July 2014
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- Figure 32: Sports and fitness participated in the last 12 months, by race/Hispanic origin, January 2013-March 2014
- Nightclubs and bars
- Neighborhood lounges present opportunity for marketers to showcase their brands
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- Figure 33: Locations where Blacks consume alcoholic beverages outside of the home in the past month, by gender, September 2014
- Blacks go to casino more than three times on average in a year
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- Figure 34: Casino attendance in the last 12 months, by race/Hispanic origin, August 2013-September 2014
- Figure 35: Frequency of visiting a casino in the last 12 months, August 2013-September 2014
- Las Vegas is leading casino destination for Blacks
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- Figure 36: Casino destinations visited, by race/Hispanic origin, January 2015
Attending Events
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- Key points
- Local and cultural events draw attendance among Blacks
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- Figure 37: Types of events Blacks attend or plan to attend, by attend versus plan to attend in next 12 months, January 2015
- Young Black men (aged 18-34) more likely to attend all types of events
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- Figure 38: Types of events Blacks have attended in the last 12 months, by gender and age, January 2015
Information Sources for Out-of-home Entertainment
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- Key points
- Blacks attend events that help to unwind and spend quality time with family
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- Figure 39: Factors that Blacks take into consideration when choosing out-of-home events, by gender, January 2015
- Word-of-mouth plays a huge role in raising awareness of events to attend
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- Figure 40: Information sources that Blacks use for out-of-home entertainment, by gender, January 2015
Lifestyle Goals that Impact Entertainment Choices
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- Key points
- Family-oriented events likely to appeal to Blacks, major priority for many
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- Figure 41: Personal entertainment goals Blacks plan to achieve in the next year, January 2015
Appendix – The US Black Population
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- Key points
- Buying power
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- Figure 42: Buying power trends among Black consumers, 1990-2018 (projections)
- Black buying power is growing at a faster rate than that of White consumers
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- Figure 43: Changes in buying power, by race, June 2013
- Black buying power more than $1 trillion
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- Figure 44: Top 10 states or areas ranked by share of Black buying power, 2013
- Top 10 states with highest buying power represent two thirds of buying power
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- Figure 45: Top 10 states ranked by value of Black buying power, 2013
- Population statistics
- Black population growing at a faster rate than Whites
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- Figure 46: Population by race and Hispanic origin, 2010-20
- Black population growth slows
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- Figure 47: Asian, Black, and Hispanic populations, 1970-2020
- Children younger than 18 account for 26% of Black population
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- Figure 48: Black population, by age, 2010-20
- Geographic concentration
- Majority of Blacks reside in the South; a different marketing approach may be needed
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- Figure 49: Black geographic concentration, by region, 2010
- Population grows in the South, reverse migration may be occurring
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- Figure 50: Top 20 states or areas with highest Black population and percentage change from 2000-10, 2010
- New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
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- Figure 51: Top 10 cities with the largest population of Blacks, 2010
- More than 80% of Detroit’s and Jackson’s population is Black
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- Figure 52: Top 10 cities with the highest percentage of Blacks [in millions], 2010
- Gender
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- Figure 53: Men by race and Hispanic origin, 2009-19
- Figure 54: Women by race and Hispanic origin, 2009-19
- Generations
- iGeneration and Millennials represent nearly half of Black population
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- Figure 55: Population of generations, by race/Hispanic origin, 2014
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- Figure 56: Distribution of population by race and generation, 2015
- Marital status
- Only one third of Blacks are married, compared to 50% or more of others
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- Figure 57: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
- Blacks twice as likely never to marry
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- Figure 58: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
- Figure 59: Marital status of Blacks, by age, 2013
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- Figure 60: Marital status of Black adults, by gender, 2013
- Parental status
- One third of Black households are headed by women
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- Figure 61: Households type, by race of householder, 2013
- More Black children born to unmarried women in 2012
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- Figure 62: Fertility rate, by race and Hispanic origin of mother, 2002-12
- Figure 63: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
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- Figure 64: Households with own children, by race and Hispanic origin of householder, 2013
- Figure 65: Who children live with, by race and Hispanic origin, 2012
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- Figure 66: Black households, by presence and ages of own children, 2013
- Education
- Majority of Blacks seek college, while others may be relying on entrepreneurship
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- Figure 67: Educational attainment of Blacks aged 25 or older, by age, 2012
- Income
- Blacks have lower household incomes, attributed to several factors besides occupation
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- Figure 68: Median household income, by race and Hispanic origin of householder, 2013
- Average median household income up 17% in a 10-year period
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- Figure 69: Median household income for households headed by blacks, in inflation-adjusted dollars, 2003-13
Appendix – Black Advertising Firms
Appendix – Black Community Organizations
Appendix – Trade Associations
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