Table of Contents
Executive Summary
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- Market overview
- Top takeaways
- Key Takeaway Video
- The insights
- Time for leisure impacts activity choices, is elusive for some
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- Figure 1: Black consumers’ lifestyle and entertainment segments, October 2019
- Black consumers enjoy traditional experiences
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- Figure 2: Top five ranked in-home and out-of-home leisure activities, October 2019
- Live TV rules, streaming is saved for anticipated programs
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- Figure 3: Video content consumption – Live TV, October 2019
- New, elevated activities offer an opportunity to splurge, if of value
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- Figure 4: Interest in leading newer types of activities, influences on leisure time activities and attitudes toward lifestyles and entertainment, October 2019
- The opportunities
- Create ancillary experiences for time-strapped consumers
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- Figure 5: Attitudes toward lifestyles and entertainment – Time-related questions, October 2019
- Incentivize trial and repeat participation in emerging experiences with detailed deliverables
- What it means
The Market – What You Need to Know
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- Most Black households are headed by a single person
- Black consumers enjoy spending time with family and friends, but less so than all consumers
- Content consumption tied to relevance
- Educational pursuits and community-based activities fulfilled in free time
The Black Population by the Numbers
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- Non-Hispanic Black population forecast estimates modest growth
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- Figure 6: US Population, by race and Hispanic origin, 2019 and 2024
- Nearly six in 10 Black households are headed by a single adult
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- Figure 7: US households – Detailed type, total vs Black, 2018
Market Perspective
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- Life responsibilities and family duties impact attitudes toward leisure time
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- Figure 8: Attitudes toward social interaction, total vs Black, April 2018-June 2019
- Social media is a valued, yet secondary tool for Black consumers to connect with their circle
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- Figure 9: Attitudes toward lifestyles and the internet, total vs Black, April 2018-June 2019
- “Traditional” activities are not appealing, especially among Black consumers
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- Figure 10: Leisure activities and hobbies, total vs Black, April 2018-June 2019
- Movie viewing platform preferences on par with everyone else
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- Figure 11: Movie viewing by platform type, total vs Black, April 2018-June 2019
- Going to the theater becomes an event – for certain genres
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- Figure 12: Type of movie seen, by platform, total vs Black, April 2018-June 2019
- Live performances are a draw if they are relevant
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- Figure 13: Live theater, concerts or dance performances attended the most within the last 12 months, total vs Black, April 2018-June 2019
Market Factors
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- Routines dominate how time is spent – Black consumers look for personal fulfillment
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- Figure 14: Time spent in primary activities, by race and Hispanic origin, 2018
- Watching TV dominates leisure time
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- Figure 15: Time spend in leisure and sports activities, by race and Hispanic origin, 2018
- Lower-than-average income impacts discretionary entertainment budget
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- Figure 16: US household income distribution, by race and Hispanic origin, 2018
Key Trends – What You Need to Know
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- Movie theater advertising a key factor in viewership
- Innovative new experiences hold appeal among Black consumers
- Mall transformation to entertainment centers attempt to maintain traffic
What’s Trending?
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- Movie trailer advertising translates to theater visits
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- Figure 17: Movie advertising spending, total and Black-targeted cable networks, October 2018-October 2018
- Novel activities are of interest to Black consumers
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- Figure 18: Complex tweet of 2chainz’s pink trap house, July 2017
What to Watch
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- Malls changing offerings to be the new entertainment center
The Consumer – What You Need to Know
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- Lifestyle and entertainment segments shaped by desired experience
- Black consumers watch most TV programs live, but young consumers embrace anytime, anywhere viewing
- A movie and a meal reign supreme for out-of-home activities
- Black consumers are interested in newer types of activities as long as the experience exceeds the cost
- Money and time drive entertainment participation
Black Consumers’ Lifestyle and Entertainment Segments
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- Money and time drive Black consumers’ activities
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- Figure 19: Black consumers’ lifestyle and entertainment segments, October 2019
- The Socialite seeks to escape from the weight of responsibilities
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- Figure 20: Profile of The Socialite, October 2019
- Home is the ultimate entertainment center for The Participator
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- Figure 21: Profile of The Participator, October 2019
- The Homebody just wants to be left alone at home to rest
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- Figure 22: Profile of The Homebody, October 2019
In-Home Leisure Activities
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- TV viewership rules alongside all electronic entertainment
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- Figure 23: In-home leisure activities, total vs Black, October 2019
- Interest in movies hold as important as TV programs for some
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- Figure 24: Top three ranked in-home leisure activities, October 2019
- Young Black men have the most diverse in-home entertainment preferences
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- Figure 25: In-home leisure activities, by male gender and age group, October 2019
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- Figure 26: In-home leisure activities percent differences, by male gender and age group, total vs Black, October 2019
- Older Black women more likely to entertain themselves throughout the home
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- Figure 27: In-home leisure activities, by female gender and age group, October 2019
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- Figure 28: In-home leisure activities percent differences, by female gender and age group, total vs Black, October 2019
Out-of-home Leisure Activities
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- Dinner and a movie top Black consumers’ out-of-home entertainment
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- Figure 29: Out-of-home leisure activities, total vs Black, October 2019
- New mall configurations can accommodate Black consumers’ top-ranked activities
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- Figure 30: Top three ranked out-of-home leisure activities, October 2019
- Dads may seek to connect with kids through his preferred interests
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- Figure 31: Out-of-home leisure activities, by gender and parental status, October 2019
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- Figure 32: Out-of-home leisure activities percent differences, by gender and parental status, total vs Black, October 2019
- Middle-income households enjoy more activities outside of the home
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- Figure 33: Out-of-home leisure activities, by household income, October 2019
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- Figure 34: Out-of-home leisure activities percent differences, by household income, total vs Black, October 2019
Television and Video Content Consumption
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- TV program viewership tied to variety across genres
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- Figure 35: Television and video content consumption, October 2019
- Live TV rules entertainment, but active viewers also stream
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- Figure 36: Television and video content consumption, by entertainment programs, October 2019
- Topical programming is consumed in the moment
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- Figure 37: Television and video content consumption, by news and sports programs, October 2019
- Interactive programming is filler entertainment
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- Figure 38: Television and video content consumption, by reality and home programming, October 2019
Interest in Newer Types of Activities
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- Black consumers are just as interested in new activities as all consumers
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- Figure 39: Interest in newer types of activities, total vs Black, October 2019
- Fun-seeking segments ready to dive into newer types of activities
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- Figure 40: Interest in newer types of activities, by segment groups, October 2019
Influences on Leisure Time Activities
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- Price and value drive leisure-time participation
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- Figure 41: Influences on leisure time activities, total vs Black, October 2019
- More choice drives value and convenience considerations
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- Figure 42: Influences on leisure time activities, by household income, October 2019
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- Figure 43: Influences on leisure time activities, total vs Black, by household income, October 2019
- Affordability and value hold different meanings across segments
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- Figure 44: Influences on leisure time activities, by segment, October 2019
Attitudes toward Lifestyles and Entertainment
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- Budget, then time drives entertainment activities for most
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- Figure 45: Attitudes toward lifestyles and entertainment, October 2019
- Black consumers more willing to try novel activities
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- Figure 46: Attitudes toward lifestyles and entertainment, total vs Black, October 2019
- For some, leisure time is for recharging; for others, it’s for work
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- Figure 47: Attitudes toward lifestyles and entertainment, by segment, October 2019
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 48: Attitudes toward social interaction, total vs Black, April 2018-June 2019
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- Figure 49: Attitudes toward lifestyles and the internet, total vs Black, April 2018-June 2019
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- Figure 50: Leisure activities and hobbies, total vs Black, April 2018-June 2019
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- Figure 51: Movie viewing by platform type, total vs Black, April 2018-June 2019
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- Figure 52: Type of movie seen, by platform, total vs Black, April 2018-June 2019
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- Figure 53: Live theater, concerts or dance performances attended the most within the last 12 months, total vs Black, April 2018-June 2019
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