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Black Americans' Shopping and Spending Patterns - March 2008

SCOPE AND THEMES
What you need to know
Definition
Data sources
Resources used for The Consumer sections
EXECUTIVE SUMMARY
Key demographics
Key issues: race, discrimination, life satisfaction
Hobbies and lifestyle
Spending patterns
Attitudes to advertising
INSIGHTS AND OPPORTUNITIES
The big picture
Representations of black life
Using brands to construct a personal identity
Engage community pillars in brand/product development process
Virtual world of multiculturalism
Izania.com
BlacksGoneGeek.com
FAST FORWARD TRENDS
Brand tribe
Engaging customers in the brand…
One world harmony
Branding locally, culturally
The Obama factor
DEMOGRAPHICS OF BLACK AMERICA
Key points
Black population growing faster than whites, slower than Hispanics/Asians
Figure 1: Population, by race and Hispanic origin, 2002-2012
Median black household incomes less than Hispanics/whites/Asians
Figure 2: Median household income, black, white Hispanic, 1980-2006
Figure 3: Trended distribution of median household incomes among blacks, 1980-2006
Blacks younger than whites, older than Hispanics
Figure 4: Total population and black population, by age, 2008
Household size: why black household incomes are smaller than Hispanics
Figure 5: Average household size, by race/Hispanic origin of householder, 2001and 2006
Blacks less likely to be married
Figure 6: Marital status of people aged 15+ years, by race and Hispanic origin, 2005
Black education on the rise, but lagging whites
Top 10 black metros
Figure 7: Top ten black population centers, 2006
RACE, DISCRIMINATION AND LIFE SATISFACTION
Key points
Most blacks believe themselves to be a single race
Figure 8: Perceptions of racial homogeneity among blacks, by gender, age and income, 2007
Values of middle class and poor blacks
Figure 9: Values gap between middle-class and poor blacks, by gender, age and income, 1986 and 2007
Perceived values gap between blacks and whites
Figure 10: Perceived values gap between whites and blacks. 1986 and 2007
Blacks share beliefs about discrimination
Figure 11: Evaluation of selected values by blacks, by household income, 2008
Young blacks slightly less concerned about discrimination
Figure 12: Evaluation of selected values by blacks , by age, 2008
Blacks more likely to sense discrimination
Figure 13: Incidence and occasion of perceived discrimination, by race, 2007
Black optimism has declined significantly over two decades
Figure 14: Perceived future of blacks among black adults, 1986 and 2007
Figure 15: Proportion of Black adults that believe the future will be better, by gender, age and education, 1986 and 2007
Most blacks are satisfied with their lives
Figure 16: Overall life satisfaction, by race, 2007
HOBBIES AND OTHER LIFESTYLE ATTRIBUTES
Key points
Rich and poor—important lifestyle differences
Figure 17: Lifestyle characteristics of blacks**, by household income, 2006-07
Affluent blacks more physically, socially active
Figure 18: Hobbies of black adults, by popularity and annual household income, 2008
Figure 19: Hobbies of black adults, by age, 2008
SPENDING PATTERNS
Key points
Overall annual spending
Figure 20: Overall annual expenditures, by blacks and non-blacks, 2003-06
Apparel
Figure 21: Indexed apparel expenditures, by blacks and non-blacks, 2004 and 2006
Figure 22: Annual apparel expenditures, by blacks and non-blacks, 2003-06
Personal care and cleaning supplies
Figure 23: Indexed personal care expenditures, by blacks and non-blacks, 2004 and 2006
Figure 24: Annual personal care expenditures, by blacks and non-blacks, 2003-06
Food
Figure 25: Indexed food expenditures, by blacks and non-blacks, 2004-06
Figure 26: Annual food expenditures, by blacks and non-blacks, 2003-06
Healthcare
Figure 27: Indexed healthcare expenditures, by blacks and non-blacks, 2004-06
Figure 28: Annual healthcare expenditures, by blacks and non-blacks, 2003-06
SHOPPING PATTERNS
Key points
Shopping frequency and attitudes
Figure 29: Shopping frequency, by race, 2006-07
Figure 30: Affinity to shopping, by race, 2006-07
Blacks price sensitive, but loyal
Figure 31: Price sensitivity, by race, 2006-07
Figure 32: Store preference drivers and price sensitivity of blacks, by income, 2006-07
Black women more discerning shoppers
Figure 33: Shopping frequency and store preference drivers of blacks, by gender, 2006-07
Black women more price-sensitive
Figure 34: Price sensitivity of blacks, by gender, 2006-07
Blacks and Asians will travel in order to shop
Figure 35: Willingness to travel for desired retailers, by race, 2006-07
Blacks more likely to shop at drug stores
Figure 36: Type of store shopped at in the last four weeks, by race, 2006-07
Blacks visit clothing, footwear and children’s stores more frequently
Figure 37: Type of store shopped at in the last three months, by race, 2006-07
Affluent blacks shop for non-essential goods more frequently
Figure 38: Type of store blacks shopped at in the last 3 months, by income, 2006-07
Affluent blacks more likely to go ethnic, organic and online
Figure 39: Non-traditional food shopping channels, income, 2008
Figure 40: Non-food shopping channels, by income, 2008
Blacks less inclined to e-shop, phone shop, mail order
Figure 41: Type of shopping order completed in the past 12 months, by race, 2006-07
Food shopping
Figure 42: Food choice drivers of blacks, by income, 2008
Blacks spend less on groceries
Figure 43: Average weekly grocery expenditures, by race, 2006-07
Young blacks dine out with greater frequency
Figure 44: Dining out patterns, by age, 2008
ADVERTISING ATTITUDES AND PREFERENCES
Key points
Blacks more receptive to advertising
Figure 45: Advertising attitudes, by race, 2006-07
Ad recall helps in making purchase decisions
Figure 46: Efficacy of advertising, by race, 2006-07
Blacks less resistant to children’s advertising
Figure 47: Children’s advertising attitudes, by race, 2006-07
Blacks more likely to review magazine ads
Figure 48: Magazine advertising attitudes, by race, 2006-07
Blacks (and other minorities) notice outdoor advertising…
Figure 49: Effect of bus, train and taxi ads, by race, 2006-07
…and ads in movie theatres
Figure 50: Effect of movie theatre ads, by race, 2006-07
The higher the income, the higher the impact of advertising
Figure 51: Advertising and media attitudes of blacks, by income, 2006-07
DEEPER ANALYSIS—COOKING VS. DINING OUT COHORTS
Insights
Cluster 1: Home cooking group
Cluster 2: Dining out lovers
Cluster 3: Average dining out/home cooking group
Cluster distribution and demographics
Figure 52: Black Americans clusters, February 2008
Figure 53: Black Americans clusters, by gender, February 2008
Figure 54: Black Americans clusters, by age, February 2008
Figure 55: Black Americans clusters, by income, February 2008
Methodology
APPENDIX: OTHER USEFUL CONSUMER TABLES
Overall expenditures
Figure 56: Overall annual expenditures, blacks and non-blacks, 2003-06
Food and drink expenditures
Figure 57: Trended food at home expenditures, blacks and non-blacks, 2003-06
Figure 58: Trended food away from home expenditures, blacks and non-blacks, 2003-06
Figure 59: Trended cereals and bakery products expenditures, blacks and non-blacks, 2003-06
Figure 60: Trended meats, poultry, fish, and eggs expenditures, blacks and non-blacks, 2003-06
Figure 61: Trended dairy products expenditures, blacks and non-blacks, 2003-06
Figure 62: Trended fruits and vegetables expenditures, blacks and non-blacks, 2003-06
Figure 63: Trended other food at home expenditures, blacks and non-blacks, 2003-06
Figure 64: Trended alcoholic beverages expenditures, blacks and non-blacks, 2003-06
House and transport related expenditures
Figure 65: Trended housing expenditures, blacks and non-blacks, 2003-06
Figure 66: Trended shelter expenditures, blacks and non-blacks, 2003-06
Figure 67: Trended transportation expenditures, blacks and non-blacks, 2003-06
Figure 68: Trended utilities, fuels, and public service expenditures, blacks and non-blacks, 2003-06
Figure 69: Trended entertainment expenditures, blacks and non-blacks, 2003-06
Figure 70: Trended household operation expenditures, blacks and non-blacks, 2003-06
Figure 71: Trended housekeeping supplies expenditures, blacks and non-blacks, 2003-06
Figure 72: Trended household furnishings and equipment expenditures, blacks and non-blacks, 2003-06
Other/miscellaneous expenditures
Figure 73: Trended reading expenditures, blacks and non-blacks, 2003-06
Figure 74: Trended education expenditures, blacks and non-blacks, 2003-06
Figure 75: Trended tobacco products and smoking supplies expenditures, blacks and non-blacks, 2003-06
Figure 76: Trended miscellaneous expenditures, blacks and non-blacks, 2003-06
Figure 77: Trended cash contributions expenditures, blacks and non-blacks, 2003-06
Figure 78: Trended personal insurance and pensions expenditures, blacks and non-blacks, 2003-06
Income
Figure 79: Trended money before income taxes, blacks and non-blacks, 2003-06
Figure 80: Trended personal taxes, blacks and non-blacks, 2003-06
Figure 81: Trended income after taxes, blacks and non-blacks, 2003-06
Figure 82: Trended gifts of goods and services expenditures, blacks and non-blacks, 2003-06

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