Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- What we’ve seen
- The issues
- Family is at the center of Blacks’ choice of leisure and entertainment activities
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- Figure 1: Blacks’ outlook on life – leisure choices, November 2016
- Less access to green space, parks, other recreational spaces in Black neighborhoods impact participation
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- Figure 2: Out-of-home activities with lowest participation, November 2016
- If you build it, they will come
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- Figure 3: Top 10 TV programs Black consumers viewed in the past seven days, July 2015-August 2016
- Budgetary constraints impact entertainment choices and outlook
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- Figure 4: Attitudes toward lifestyles and entertainment, by household income, November 2016
- The opportunities
- Showcase all forms of family in entertainment messaging
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- Figure 5: Family groups, by Black vs total, 2015
- Demonstrate low-cost examples of having fun outside of the usual suspects
- Sponsor up-and-coming content producers to directly reach specific audiences
- What it means
The Market – What You Need to Know
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- Most Black adults are single
- Black households include more family-related adults
- In-home devices and platforms dominate entertainment spending
The Black Population by the Numbers
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- Black population expected to remain steady at about 13% of total US
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- Figure 6: Total US and Black population estimates, 2012-22
- Almost one third of Blacks fall within the two youngest generations
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- Figure 7: Distribution of generations by race, 2017
- Black adults are the least likely to be married
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- Figure 8: Married share of population, by race and Hispanic origin, 2015
Market Perspective
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- One third of Black households are raising children
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- Figure 9: Households with related children, by race and Hispanic origin of householder, 2016
- … and are more likely to live with relatives
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- Figure 10: Family groups, by race and Hispanic origin, 2015
Market Factors
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- Community- and spiritual-based activities drive leisure time spent outside the home
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- Figure 11: Time spent per day in primary activities, by race and Hispanic origin, 2015
- Figure 12: Time spent per day in leisure and sports activities, by race and Hispanic origin, 2015
- Leisure spending driven by home-based activities
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- Figure 13: Annual entertainment expenditures – Means and shares, by segment, 2015
Key Trends – What You Need to Know
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- Younger Blacks seek full life experiences across their favorite trends
- Television remains Blacks’ favorite entertainment source, especially cable
- Black producers take content creation into their own hands
What’s Working?
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- Increased TV programming options showcasing Black culture
- Digital platforms linking music enthusiasts with live entertainment events
What’s Struggling?
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- Black consumer participation at recreational venues
- Affordable out-of-home entertainment options for lower-income Black households
What’s Next?
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- More culturally relevant, independently distributed content
The Consumer – What You Need to Know
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- Blacks’ leisure time is primarily driven by family time
- Blacks’ leisure time includes obligations outside of work
- Media activities, primarily television, dominate Blacks’ in-home entertainment
- Most Blacks follow media-related trends, especially social connectivity
Blacks’ Attitudes toward Lifestyles and Entertainment
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- Social ties and a positive attitude drive Blacks’ outlook on life
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- Figure 14: Attitudes toward lifestyles and entertainment – Agree, November 2016
- Black women have greater balance between social connection and solitude
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- Figure 15: Attitudes toward lifestyles and entertainment – Agree, by gender, November 2016
- Time mellows attitudes toward life and the pursuit of happiness
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- Figure 16: Attitudes toward lifestyles and entertainment – Agree, by generation, November 2016
- Household income not a driver of most attitudes on life
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- Figure 17: Attitudes toward lifestyles and entertainment – Agree, by household income, November 2016
Blacks’ Outlook on Life
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- Black consumers live life to the fullest
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- Figure 18: Blacks’ outlook on life – satisfaction and social life, November 2016
- Black lives are centered on family and friends
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- Figure 19: Blacks’ outlook on life – leisure choices, November 2016
- Contentment with life increases as Blacks age
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- Figure 20: Blacks’ outlook on life – satisfaction, social life, and leisure choices, by generation, November 2016
- More Black married men report satisfaction with life
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- Figure 21: Black men’s outlook on life – satisfaction, social life, and leisure choices, by marital status, November 2016
- Black women sacrifice their personal time for their children
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- Figure 22: Black women’s outlook on life – satisfaction, social life, and leisure choices, by marital status, November 2016
Factors Affecting Blacks’ Lifestyles and Entertainment
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- Blacks are pulled between wanting more leisure vs entertainment
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- Figure 23: Opinions about lifestyles and entertainment, November 2016
- Black women’s hectic lives prompt them to seek greater peace
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- Figure 24: Opinions about lifestyles, by all and female, November 2016
- Black iGens/Millennials crave more experiences vs older generations
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- Figure 25: Opinions about lifestyles and entertainment, by generation, November 2016
- More affluent Blacks are time-strapped leisure wise, but find fulfilment in their careers
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- Figure 26: Opinions about lifestyles, by household income, November 2016
Preferred At-Home Activities
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- Blacks gravitate toward digital media more than the general market
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- Figure 27: Preferred at-home activities, by Blacks indexed to all, November 2016-December 2016
- Television is the number one at-home activity for Blacks
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- Figure 28: Top 10 TV programs Black consumers viewed in the past seven days, July 2015-August 2016
- Cable television delivers culturally relevant programming for Blacks
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- Figure 29: Top 15 cable TV networks Black consumers viewed in the past seven days, July 2015-August 2016
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- Figure 30: Attitudes toward video content, by Black consumers and indexed to all, May 2016
- Music and radio personalities are a part of the community
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- Figure 31: Top 10 radio formats Black consumers listened to within a 24-hour period, July 2015-August 2016
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- Figure 32: Use of digital music services in the last 30 days and top services used, July 2015-August 2016
- Black women drive communal activities at home
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- Figure 33: Preferred at-home activities – communal activities, by gender, November 2016
- Even with hectic lives, Black parents have a more active home life vs non parents
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- Figure 34: Preferred at-home activities, by parental status, November 2016
Preferred Out-of-Home Activities
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- Church and spiritual fellowship more important to Blacks
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- Figure 35: Preferred out-of-home activities, by Blacks indexed to all, November 2016-December 2016
- Food is love… even when dining out
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- Figure 36: Visits family and sit-down restaurants and with whom: any meal, July 2015-August 2016
- Black women more likely than men to do activities outside the home
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- Figure 37: Preferred out-of-home activities, by gender, November 2016
- Black iGens/Millennials are out and about with their family and friends
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- Figure 38: Preferred out-of-home activities, by generation, November 2016
- Married Blacks are active with family, single Blacks mingle with other singles
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- Figure 39: Preferred out-of-home activities, by marital status, November 2016
- Black urbanites take advantage of proximity to entertainment venues, events
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- Figure 40: Preferred out-of-home activities, by area, November 2016
Blacks’ Interest in Trends
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- Content and connection is the primary trend among Black consumers
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- Figure 41: Blacks’ interest in trends, November 2016
- Black women more likely to keep up with most trends
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- Figure 42: Blacks’ interest in trends, by gender, November 2016
- Black iGens/Millennials are super connected
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- Figure 43: Blacks’ interest in trends, by generation, November 2016
- Middle-income Blacks gravitate to trends that impact their standard of living
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- Figure 44: Blacks’ interest in trends, by household income, November 2016
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer Tables
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- Figure 45: Top 10 TV programs Black consumers viewed in the past seven days, July 2015-August 2016
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- Figure 46: Top 15 cable TV networks Black consumers viewed in the past seven days, July 2015-August 2016
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- Figure 47: Top 10 radio formats Black consumers listened to within a 24-hour period, July 2015-August 2016
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- Figure 48: Use of digital music services in the last 30 days and top services used, July 2015-August 2016
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- Figure 49: Visits family and sit-down restaurants and with whom: any meal, July 2015-August 2016
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