Blacks and Entertainment - US - July 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms
ISSUES IN THE MARKET
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
The market
Market factors
Figure 1: Changes in household expenditure on entertainment compared to a year ago, by gender and age, April 2012
Black consumers aged 18-34
Figure 2: Generations, by race/Hispanic origin, 2011
Entertainment preferences of the Black consumer
Entertainment events attended by Black consumers
Figure 3: Events attended in the previous year, by Black consumers, April 2012
Sports viewed
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
Figure 5: Frequency of attending movie theaters in the past year, by gender and age, April 2012
Top five online activities
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
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
Figure 8: Population, by race/Hispanic origin, 2007-17
Presence and ages of children in the household
Figure 9: Presence and ages of children in the household, by race/Hispanic origin, 2011
Purchasing power
Figure 10: Purchasing power, by race/Hispanic origin, 1990-2015
What we think
INSIGHTS AND OPPORTUNITIES
Outdoor festivals and street fairs are marketing opportunities
Turning family reunions into entertainment events
INSPIRE INSIGHTS
Trend: Click and Connect
Trend: Extend My Brand
THE BLACK ENTERTAINMENT CONSUMER
Key points
Changes in household expenditure on entertainment
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
Figure 12: Expected change in spending on live entertainment, by race/Hispanic origin, July 2011
Who accompanies Black consumers to events
Figure 13: Who accompanies Black consumers to events, April 2012
Household income and its impact on events parents attend with children
Figure 14: Type of events that Black consumers were accompanied by children, by household income, April 2012
Gathering information on events
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
Figure 16: Ways in which Black consumers gather information about and/or purchase tickets for entertainment events, by age, April 2012
Attendance influencers
Figure 17: Influencers when attending an entertainment event, by gender and age, April 2012
ENTERTAINMENT ACTIVITIES
Key points
Entertainment activities
Types of activities attended
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
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
Figure 20: Place of purchase of books (not e-books) in the past year, by race/Hispanic origin, October 2010-November 2011
E-books
Figure 21: Likelihood of reading/listening to e-books, by race/Hispanic origin, October 2010-November 2011
Type of device used for downloading book
Figure 22: Type of device used for downloading a book from the internet, by gender and age, April 2012
Sports
Sports viewed
Figure 23: Sports viewed in the past 12 months, by race/Hispanic origin, October 2010-November 2011
Figure 24: Sports watched – regular seasonal, by gender and age, October 2010-November 2011
Sports attended
Figure 25: Sports events attended, by race/Hispanic origin, October 2010-November 2011
Figure 26: Sports events attended, by household income, October 2010-November 2011
Black sports fans are the most receptive to game-time advertising
Figure 27: Attitudes toward sports advertising, by race/Hispanic origin, February 2012
MOVIES
Key points
Frequency of going to the movies
Figure 28: Frequency of movie attendance in the last 90 days, by race/Hispanic origin, October 2010-November 2011
Figure 29: Frequency of attending movie theaters in the past year, by gender and age, April 2012
Genre of movies viewed
Figure 30: Type of movie usually viewed, by race/Hispanic origin, October 2010-November 2011
Movie preferences by Black consumers
Figure 31: Type of movies usually viewed, by gender and age, October 2010-November 2011
Movies in 3-D
Figure 32: Likelihood of watching a movie in 3-D, by race/Hispanic origin, October 2010-November 2011
Search tools used for movie information
Figure 33: Where Black consumers search for movie times and locations, by age, April 2012
Purchase movie tickets
Figure 34: Ways in which Black consumers purchase movie tickets, by gender and age, April 2012
Ticketing system
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
Figure 36: Items purchased at the movie theater, by gender and age, April 2012
THE BLACK ONLINE ENTERTAINMENT CONSUMER
Key points
Online activities
Online banking is the second most popular online activity among Black consumers
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
Figure 38: Online activities, by gender and age, October 2010-November 2011
Technology items utilized for online activities
Figure 39: Activities performed with various technology items, April 2012
Social media
Belonging to social websites
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
Figure 41: Likelihood of visiting social sharing/networking websites, by age, October 2010-November 2011
Online music
Figure 42: Technology device used for downloading music, by gender age, April 2012
Online video
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
Figure 44: Device used for downloading a video game from the internet, gender and age, April 2012
GAMES AND TOYS
Key points
Likelihood of purchase and type of games/toys purchased
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
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
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
Figure 49: Games and toys, by household income, October 2010-November 2011
More than half of video game buyers are from households without children
Figure 50: Games and toys, by presence of children in household, October 2010-November 2011
MARKETING STRATEGIES
Key points
TV advertising
Carpenter Theatre - Richmond Center
Figure 51: Birthday & Belle, August 26, 2011
Alvin Ailey
Figure 52: Alvin Ailey, November 28, 2011
Essence Music Festival
Figure 53: The Best In Music, June 8, 2012
Fisher-Price
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
Key points
U.S. population by race/Hispanic origin
Figure 55: Population, by race and Hispanic origin, 2007-17
Figure 56: Population, by race/Hispanic origin, 1970-2020
Figure 57: Asian, Black, and Hispanic populations, 1970-2020
Age
Generations by race
Figure 58: Generations, by race/Hispanic origin, 2011
Black population by age
Figure 59: U.S. Black population, by age, 2006-16
Figure 60: U.S. Population, by age, 2006-16
U.S. Black geographic concentration
Figure 61: Black geographic concentration, by region, 2007
Black population by state
Figure 62: Top 10 states with largest Black population, 2011
Population by geographic concentration
Figure 63: States ranked with the highest share of Black residents, 2011
Black metros
Figure 64: Metropolitan status of Black households, 2006 and 2011
Figure 65: Top 10 states ranked by change in black population, 2000-10
Figure 66: Top 10 metropolitan areas with the largest number of Black residents, 2010
Black purchasing power
Black income
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
Figure 69: Purchasing power, by race/Hispanic origin, 1990-2015
Figure 70: Purchasing power, by race/Hispanic origin, 1990-2015
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
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
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
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
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
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
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
Figure 85: Likelihood of watching a movie in 3-D, by age, October 2010-November 2011
APPENDIX—TRADE ASSOCIATIONS