Black Consumers' Lifestyles and Entertainment - US - December 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Market overview
Top takeaways
Key Takeaway Video
The insights
Time for leisure impacts activity choices, is elusive for some
Figure 1: Black consumers’ lifestyle and entertainment segments, October 2019
Black consumers enjoy traditional experiences
Figure 2: Top five ranked in-home and out-of-home leisure activities, October 2019
Live TV rules, streaming is saved for anticipated programs
Figure 3: Video content consumption – Live TV, October 2019
New, elevated activities offer an opportunity to splurge, if of value
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
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
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
Non-Hispanic Black population forecast estimates modest growth
Figure 6: US Population, by race and Hispanic origin, 2019 and 2024
Nearly six in 10 Black households are headed by a single adult
Figure 7: US households – Detailed type, total vs Black, 2018
MARKET PERSPECTIVE
Life responsibilities and family duties impact attitudes toward leisure time
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
Figure 9: Attitudes toward lifestyles and the internet, total vs Black, April 2018-June 2019
“Traditional” activities are not appealing, especially among Black consumers
Figure 10: Leisure activities and hobbies, total vs Black, April 2018-June 2019
Movie viewing platform preferences on par with everyone else
Figure 11: Movie viewing by platform type, total vs Black, April 2018-June 2019
Going to the theater becomes an event – for certain genres
Figure 12: Type of movie seen, by platform, total vs Black, April 2018-June 2019
Live performances are a draw if they are relevant
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 
Routines dominate how time is spent – Black consumers look for personal fulfillment
Figure 14: Time spent in primary activities, by race and Hispanic origin, 2018
Watching TV dominates leisure time
Figure 15: Time spend in leisure and sports activities, by race and Hispanic origin, 2018
Lower-than-average income impacts discretionary entertainment budget
Figure 16: US household income distribution, by race and Hispanic origin, 2018
KEY TRENDS – WHAT YOU NEED TO KNOW 
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?
Movie trailer advertising translates to theater visits
Figure 17: Movie advertising spending, total and Black-targeted cable networks, October 2018-October 2018
Novel activities are of interest to Black consumers
Figure 18: Complex tweet of 2chainz’s pink trap house, July 2017
WHAT TO WATCH
Malls changing offerings to be the new entertainment center
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Money and time drive Black consumers’ activities
Figure 19: Black consumers’ lifestyle and entertainment segments, October 2019
The Socialite seeks to escape from the weight of responsibilities
Figure 20: Profile of The Socialite, October 2019
Home is the ultimate entertainment center for The Participator
Figure 21: Profile of The Participator, October 2019
The Homebody just wants to be left alone at home to rest
Figure 22: Profile of The Homebody, October 2019
IN-HOME LEISURE ACTIVITIES
TV viewership rules alongside all electronic entertainment
Figure 23: In-home leisure activities, total vs Black, October 2019
Interest in movies hold as important as TV programs for some
Figure 24: Top three ranked in-home leisure activities, October 2019
Young Black men have the most diverse in-home entertainment preferences
Figure 25: In-home leisure activities, by male gender and age group, October 2019
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
Figure 27: In-home leisure activities, by female gender and age group, October 2019
Figure 28: In-home leisure activities percent differences, by female gender and age group, total vs Black, October 2019
OUT-OF-HOME LEISURE ACTIVITIES
Dinner and a movie top Black consumers’ out-of-home entertainment
Figure 29: Out-of-home leisure activities, total vs Black, October 2019
New mall configurations can accommodate Black consumers’ top-ranked activities
Figure 30: Top three ranked out-of-home leisure activities, October 2019
Dads may seek to connect with kids through his preferred interests
Figure 31: Out-of-home leisure activities, by gender and parental status, October 2019
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
Figure 33: Out-of-home leisure activities, by household income, October 2019
Figure 34: Out-of-home leisure activities percent differences, by household income, total vs Black, October 2019
TELEVISION AND VIDEO CONTENT CONSUMPTION
TV program viewership tied to variety across genres
Figure 35: Television and video content consumption, October 2019
Live TV rules entertainment, but active viewers also stream
Figure 36: Television and video content consumption, by entertainment programs, October 2019
Topical programming is consumed in the moment
Figure 37: Television and video content consumption, by news and sports programs, October 2019
Interactive programming is filler entertainment
Figure 38: Television and video content consumption, by reality and home programming, October 2019
INTEREST IN NEWER TYPES OF ACTIVITIES
Black consumers are just as interested in new activities as all consumers
Figure 39: Interest in newer types of activities, total vs Black, October 2019
Fun-seeking segments ready to dive into newer types of activities
Figure 40: Interest in newer types of activities, by segment groups, October 2019
INFLUENCES ON LEISURE TIME ACTIVITIES
Price and value drive leisure-time participation
Figure 41: Influences on leisure time activities, total vs Black, October 2019
More choice drives value and convenience considerations
Figure 42: Influences on leisure time activities, by household income, October 2019
Figure 43: Influences on leisure time activities, total vs Black, by household income, October 2019
Affordability and value hold different meanings across segments
Figure 44: Influences on leisure time activities, by segment, October 2019
ATTITUDES TOWARD LIFESTYLES AND ENTERTAINMENT
Budget, then time drives entertainment activities for most
Figure 45: Attitudes toward lifestyles and entertainment, October 2019
Black consumers more willing to try novel activities
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
Figure 47: Attitudes toward lifestyles and entertainment, by segment, October 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE CONSUMER 
Figure 48: Attitudes toward social interaction, total vs Black, April 2018-June 2019
Figure 49: Attitudes toward lifestyles and the internet, total vs Black, April 2018-June 2019
Figure 50: Leisure activities and hobbies, total vs Black, April 2018-June 2019
Figure 51: Movie viewing by platform type, total vs Black, April 2018-June 2019
Figure 52: Type of movie seen, by platform, total vs Black, April 2018-June 2019
Figure 53: Live theater, concerts or dance performances attended the most within the last 12 months, total vs Black, April 2018-June 2019