Black Consumers' Lifestyles and Entertainment - US - April 2015

SCOPE AND THEMES
What you need to know
Definition
Data sources
Expenditure data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market: Expenditures forecast to grow 41% from 2014-19
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
Figure 2: Top 5 activities that Blacks do at home at least once a week, January 2015
Out-of-home activities
Figure 3: Top 5 activities Black consumers do away from home, by frequency, January 2015
Types of events attended and plan to attend
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
Figure 5: Top 5 personal entertainment goals Blacks plan to achieve in the next year, January 2015
What we think
ISSUES AND INSIGHTS
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
Trend: Giving Back
Trend: Locavore
Trend: Slow it All Down
MARKET SIZE AND FORECAST
Key points
Expenditures forecast to grow 41% from 2014-19
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
Figure 8: Expenditures and fan chart forecast of Black consumers and entertainment, at current prices, 2009-19
SEGMENT PERFORMANCE OVERVIEW
Key points
Audio-visual equipment and services accounts for lion’s share
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
Figure 10: Entertainment expenditures by Black households, by category, at current prices, 2009-19
MARKET DRIVERS
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
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
Figure 11: Nike, Training Day television ad, 2013
US Forest Services launches campaign aimed at attracting Blacks
CHANGES IN SPENDING ON ENTERTAINMENT
Key points
Seven in 10 Blacks spent more or the same on leisure and entertainment
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
Figure 13: Leisure and entertainment related expenses Blacks spent more on in the past year, by key demographics, January 2015
IN-HOME ACTIVITIES
Key points
Television is the leading form of entertainment
Figure 14: Activities that Blacks do at home, by frequency of doing the activity, January 2015
Men more into YouTube, streaming, and video games
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
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
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
Figure 18: Other in-home activities, by gender and age, January 2015
OUT-OF-HOME ACTIVITIES
Key points
Dining out, going to church, shopping are among top leisure activities
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
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
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
Figure 22: Type of restaurants visited in the past month, by gender, September 2014
Blacks eat at fast food restaurants significantly more than Whites
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
Figure 24: Type of restaurants visited in the past month, by gender, September 2014
Movie theater visits
Figure 25: Movie theater attendance in last six months, by race/Hispanic origin, August 2014
Black movie goers attend frequently, nearly every month
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
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
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
Figure 31: Blacks’ usage of and interest in digital fitness tools, July 2014
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
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
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
Figure 36: Casino destinations visited, by race/Hispanic origin, January 2015
ATTENDING EVENTS
Key points
Local and cultural events draw attendance among Blacks
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
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
Key points
Blacks attend events that help to unwind and spend quality time with family
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
Figure 40: Information sources that Blacks use for out-of-home entertainment, by gender, January 2015
LIFESTYLE GOALS THAT IMPACT ENTERTAINMENT CHOICES
Key points
Family-oriented events likely to appeal to Blacks, major priority for many
Figure 41: Personal entertainment goals Blacks plan to achieve in the next year, January 2015
APPENDIX – THE US BLACK POPULATION
Key points
Buying power
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
Figure 43: Changes in buying power, by race, June 2013
Black buying power more than $1 trillion
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
Figure 45: Top 10 states ranked by value of Black buying power, 2013
Population statistics
Black population growing at a faster rate than Whites
Figure 46: Population by race and Hispanic origin, 2010-20
Black population growth slows
Figure 47: Asian, Black, and Hispanic populations, 1970-2020
Children younger than 18 account for 26% of Black population
Figure 48: Black population, by age, 2010-20
Geographic concentration
Majority of Blacks reside in the South; a different marketing approach may be needed
Figure 49: Black geographic concentration, by region, 2010
Population grows in the South, reverse migration may be occurring
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
Figure 51: Top 10 cities with the largest population of Blacks, 2010
More than 80% of Detroit’s and Jackson’s population is Black
Figure 52: Top 10 cities with the highest percentage of Blacks [in millions], 2010
Gender
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
Figure 55: Population of generations, by race/Hispanic origin, 2014
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
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
Figure 58: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
Figure 59: Marital status of Blacks, by age, 2013
Figure 60: Marital status of Black adults, by gender, 2013
Parental status
One third of Black households are headed by women
Figure 61: Households type, by race of householder, 2013
More Black children born to unmarried women in 2012
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
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
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
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
Figure 68: Median household income, by race and Hispanic origin of householder, 2013
Average median household income up 17% in a 10-year period
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