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7/27/2019 Nielsen African American Consumer Report Sept 2013
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Resilient,Receptive
and RelevantThe AfricAn-AmericAn consumer
2013 report
Voice o the Blackcommunity
Diverse intelligence insights series
7/27/2019 Nielsen African American Consumer Report Sept 2013
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ns d n nwspp Pbss ass v
s bd s ps dp
p aa s spssd b
s pd . t ps v b wd
spd, ds s d xsv ss, d,
ds d pspvs b pp s d bds
w s d s. B s ps
w s ds d w v s pd
ss ss, w w, w v, w
pw s d p p v. W pd bd ns d nnPa ss v vzd
ps d ss d bv d wd
v aa s d p
u.S. p. W pd ps Resilient, Receptive and
Relevant African-American Consumer 2013 Report.
SuSan Whiting cloVeS camPBell cheryl PearSon-mcneil
cloVeS camPBellchair, national neWSPaPerPuBliSherS aSSociation
cheryl PearSon-mcneilSVP, PuBlic aairS anDgoVernment relationS,nielSen
SuSan WhitingVice chair, nielSen
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c o n t e n t seXecuTiVe summArY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
secTion i
Dps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
secTion ii
B . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
secTion iii
W . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
secTion iV
advs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
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executive summaRy ns’s d p aa ss vs Bs’ ps bvs
d vw ps dd d t m pp. cps d
s s sbs s w s p s p
bd’s b w b dsd s q d
dp, spp, b, vw, d, d b ds.1 dsd
vs s d d ds within pp s s ss s
w w xz bsss pps.
Dsp s p s, Bs v sw s b
psv s ss. B b pw s s, s s $1
v sd $1.3 b 2017.2 t pp w d ss
d s s aas’ s pw.nb s p d w:
• W B d s ds B ,
B w d ds pw s v d pssv s
d, p, d bsss wsp.
• t vs s s , dd B psss d
S. ms v pp dvp “s s” w
10 aas 10 s s.
• W b pv w pds, Bs 18% ds
s bds d sw s sp db s s s e
h d B ads, w spd s ps.
• b, is, d tw ed d c wbss, BbBlc.
v, d g md nw, bsp pvds ps
Bs s.
• n p ws vs aas (37% ) w v
wd p ds dvs s d ss. B w w
vs ps.
• o $75 b sp vs, z, , d d dvs, $2.24
b ws sp w d sd B ds. B bssss, s
d d ws w s dsp s s v v, sp ps d bv ds B s.
1 t m: rs s ps, nhsp Ws, hsps, assd a as
2S c e gw, 2012
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i d’s wd, p s . i d
ps w ss, s dsd w
ss d pds ds d v s
p. t s w a, d
p w s aa . t
aa s 13.8% ud Ss
pp d s w. t B pp w 64% s
s s 2010, ss 43
pp; s ds dvds w B d . t
B pp s s ud Ss s
hsp s d, .
YOUng MAinstreAM inFlUencers
advss d s w v ss w
p sbs sps w bds w
d B pp pp dp p. t
B pp, v, s s ps,
w v 35, pd 38. m pp, 53%, s d 35, pd 47% t
m pp. kw s dps w s d
s, aas bd
pvd s bs bds – s s. o
dp ss v dd Bs s dv
pp , w 73% Ws d 67% hsps w bv
Bs s a *.
secTion one:
demoGRapHics
*S: B 40, 2011.
73%OF whites
67%believe blAcks inFlUence
MAinstreAM cUltUre
OF hispAnics
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Black population Breakout By age
Age rAnge % OF blAcks% OF tOtAl
pOpUlAtiOn
017 28% 24%
1834 25% 23%
3544 14% 13%
4564 24% 26%
65+ 9% 14%
S: ns Pps P, 2013 pd
blAck wOMen: eDUcAteD, AccOMplisheD
bUsiness Owners
W aa d s
pvds B sds, ps s w
aa ss w p s w,w ps 54% d B pp. B w hd
hsds ps 29% B sds, pd 20%
v pp. W 43% spd
pw B pp. ed ps
pw B w. t b aas w pd
sd b p bw 1990, w 11% a
as pd ; d 2010 w 20% d d s.3 B
w p v d sss s 21% v d
B’s D , pd 16% B .4 ts
s d s sd 23% B w
w w , s $50,000 , d s ssd , dd B w d s
s d v d.5
Black population Breakout By gender
AFricAn-AMericAns % FeMAle % MAle
t ads (18+) 54% 46%
1834 51% 49%
3564 54% 46%
65+ 61% 39%
S: ns Pps P, 2013 pd
3S c e gw, 20124u.S. css B, 2011 a c Sv5Black Still Matters in Marketing , Ppp m, 2012
53%OF blAck pOpUlAtiOn is
UnDer the Age OF 35
54%OF ADUlt blAck pOpUlAtiOn
is FeMAle
52%OF eMplOYeD blAcks Are
FeMAle
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t pw aa s xds bd
sds. o 31 aas w 16 s d
d, 63% u.S. b , d w ps 52%
pd Bs. W s w j B bssss.6
ts w d w w ps d sw wds
ps , sv d ss pss, w B
wd ps ps. t d s
aa s p – and – pvds
pp dvss d ps ps
wd d b s d. W d , s
d p ss bds.
occupational Breakout By gender
% blAck FeMAle % blAck MAle
% cv ep,16 d d
55% 45%
comPoSition By occuPational tyPe
m, Bsss,S d as
33% 23%
Sv ops 28% 23%
Ss d o 31% 19%
n rss,cs dm
1% 11%
Pd, tspd m mv
7% 24%
S: u.S. css B, 2011 a c Sv
histOric eMplOYMent resliliencY
S 1954, s w B lb Sss
s ss p d b , p
aas s vd 9.9%, s w
v.7 i as 2013 p p pbsd b
B lb Sss, ws 13% Bs, pd
7.3% s v.8 c pp b, Bs’
p d s s d s b
s. i sp s bs, Bs v dsd
s p w s.
eMplOYMent stAtUs % tOtAl bl Acks 16+ % bl Ack FeMAles 16+
epd 51% 52%
upd 11% 10%
ad s 1% na
S: u.S. css B, 2011 a c Sv
cOntrArY
tO pOpUlAr
belieF, blAcks’
UneMplOYMent
tODAY is nOt
signiFicAntlY
DiFFerent thAn
it hAs been
histOricAllY.
6S: u.S. css B’s 2007 Sv Bsss ows7Dsv, Dw. “B up r is css tw t Ws.” Pwrs c rSS. Pw rs c, 21 a. 2013.8B lb Sss ss djsd p p, as 2013
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the sOUth: An eMerging MArket
ms d dvss w ps w pss p
w s 12 s v b B pps
and aas sss p s
p s. aas v d p j
p s. cv, 12 j u.S. s v B pp v 17. hwv, vs d s b s
b s s s s 55% Bs v S.
Sps, s s d s d s. y,
dd, d wd B psss dd S s w. “Bs w vd
S w dspp – 40% w ds s 21 40, pd w 29% B
pp. o ws d d, pd sx B ds w d
d vd S.”9 a s s Bs s s d j p s dj
s pvd ps w pps s w. t s s – a,
Ws D.c., hs, Ds, m/. ldd, r, B, mps, Js, msssspp d
cb, S c – v B pp 400,000 – v v Bs. c v,
s 10 s s v B pp 10 .
cities with high AFricAn-AMericAn pOpUlAtiOns
Major Metropolitan areas southern cities
nielsen DMA
(televisiOn MArkets)
blAck
pOpUlAtiOn
% shAre
OF MArket
pOpUlAtiOn
nielsen DMA
(televisiOn MArkets)
% shAre
OF MArket
pOpUlAtiOn
blAck
pOpUlAtiOn
nw y, ny 3.849 18.2% Js, mS 49.5% 456
a, ga 2.062 31.5% mps, tn 43.6% 794
c, il 1.746 18.0% cb, Sc 39.1% 422
Ws, Dc 1.674 25.2% a, ga 31.5% 2,062
Pdp, Pa 1.636 20.3% B, mD 29.4% 864
hs, tX 1.183 18.0% r, nc 28.7% 874
Ds, tX 1.155 15.7% Ws, Dc 25.2% 1,674
D, mi 1.083 22.5% m/. ldd, l 23.4% 1,048
m/. ldd, l 1.048 23.4% hs, tX 18.0% 1,183
r, nc .874 28.7% Ds, tX 15.7% 1,155
B, mD .864 29.4% total 10,532
mps, tn .794 43.6%S: ns Pps P, 2013 pd. rd b % s m pp. Pp s.
total 17.968
S: ns Pps P, 2013 pd. rd b B pp.Pp s.
55%OF blAcks live in the sOUth
9nyts “m u.S. Bs mv S, rvs td” m 24,2011 nyts.
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hOUsehOlD incOMes cOntinUe tO grOw
aas v d w pw s b aa sds s
sd b 20% s 2000, w s sd 45%, Bs’ s w 2.3
s s b B sds. ms s ss v dsd
aas v s s pp, s s sd s.
nb aahsds2000•12,055,082
2013•14,457,645
▴20% ▴45%a i aas2000•$479Billion
2013•$696Billion
md B sds s w ; v s s bd
dd w ds s (3% ss), b xs w w d pp ss.
lss $25,000
36.6%
23.8%
$25,000 $34,999
12.7%
11.1%
$35,000 $49,999
15.5%
15.5%
$50,000 $74,999
16.4%
19.5%
$75,000 $99,999
8.6%
11.9%
$100,000+
10.0%
18.2%
% aa hsdsav = $47,300
% t m hsdsav = $67,300
S: ns Pps P, 2013 pd
OppOrtUnities
cOMpAnies
• W sd b pd B s ss, Bw s v w B v s d, p ss, d bsss wsp. B wd j ps dss sds d b pv sss wd d s w p s s d w psss.
• gp, aas sw s d d bs bs Bs d s s d p s. Pds d svs sw B sssd dv ps pbs.
cOnsUMers
• rz v s p ssbs Bs s s s ud Ss. lv pw bsw d w pssb (.., s, ps, .) s s dbssss spd v ds B .
• edv psv s s spps w ds. c xb s spp bv.
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where blAcks shOp
Bd bd d s s s d dvs ps.
S dsd w, w, d w aas sp d w dvs ps
bv b p bssss. o v, B sds sp q (8
ps ) t m sds d q d ss (7 ps
), v ss (2 ps ) d d ss (1 p ), b spd v
$8 ss p p.r s w Bs w ps ss (3 ps ss), ws bs
(3 ps ss) d ss dss (2 ps ss). ts d b d s
“ dss” p, w sss s b d s
b d sz s, sp s, pd
s.10 t p dss vs ss p, w
s “d dss,” dd s b bds d s v ss
db s, vbs, w s, w , d ds p
d.11 t d d, “ bd , w ,” d s
q s b p p pps s sd w
s sd xpd s s. D spps s
d B s d b vsd b Bs t m. S
s v d d v s xps s. D ss, sps, d
ss dss W, Ws, t, d cVS d s
2011 s s d vbs s 1,000 ss wd.11
secTion Two:
Buy
10nvb 2012 r S d ub es11“d Ds” s dd b c Dss c12The Washington Post, 2011 “m ob Js s w W, Ws B d Dss”
r, r ad ra: t AfaAma coum
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african-aMericans’ annual retail spending versus total Market retail spending
Spp tpsP hsd
146
154
Bs r$ P tp
$47
$39
Bs r$ P hsd
$6,826
$5,954
aa t u.S.
S: ns hs, t u.S. 52 ws d 12/29/2012, xds s rx ps
aas’ spd “Bs r” s 87% t m spd, w v
sd s 70% t m v. ts w p spd bw Bs d
t m s d v d s aa ss. as s, aas
spd 30% v sd (13%) vss t m (10%).
a p pp Bs, w $100k , sp ws bs (73%) n
Bs (67%), w spp q s d (14 vss 15 ps). W ds s p
B spps nB spps (16% vss 11%), d B spps w
ps s.
AverAge AnnUAl
hOUsehOlD incOMe
AverAge AnnUAl
bAsket ring perhOUsehOlD
bAsket ring As A % OF
hOUsehOlD incOMe
aas $47,300 $5,954 13%
t m $67,300 $6,826 10%
idx t m 70 87 130
S: ns hs, t u.S. 52 ws d 12/29/2012, xds s rx ps
shopping trips per household
g Ss
Sps
D Ss
cv/gs
D Ss
mss mdss
Ws cbs
53 56
23 24
15 14
20 13
15 13
10 12
9 12
aa t u.S.
S: ns hs, t u.S. 52 ws d 12/29/2012, xds s rx ps
coy © 2013 t n comay
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whAt blAcks bUY
t s db d db s Bs ps d s t m
ss; ws, vs s b psd w . B pp
s, s, d s s ss w B ss.
heaVily PurchaSeD categorieS
Bs ss p pss d b s d p s s e h
d B ads (haBa), w Bs ps s s. h s ss bsss B
vs. t b spp s , p, s csPdgds (cPg)
s d s pp s s s B spp p d spd
w s b s w . ms pv s b s pds
pd s pp d cPg s w xpd ss haBa pds
p s spd. h pds dd s d ds w pps,
s Bs’ spd w d cPg s s ddvpd (dxd ). n
pds bdd w ss ddsss qss Bs’ xs d ss d s
s s psd e haBa .
Black households’ annual spending with Beauty supply stores By hh incoMe
UnDer
$20,000
$20,000 -
$29,999
$30,000 -
$39,999
$40,000
-$49,999
$50,000 -
$69,999
$70,000 -
$99,999$100,000 +
hsd P 46% 39% 47% 44% 44% 50% 54% 53%
a r Spd $94 $89 $63 $94 $103 $94 $118 $132
S: ns hs, u.S. 52 ws d 12/29/2012, uPcdd
Beauty anD BeyonD
Bd b ds d , s ps s
s w s p s s. o ss s p sd d p ss. i
B 40, 2011 sd, 81% Bs bvd pds dvsd s B d v .
y, s dsd s s p, p dvs ds sp s w d sd
B ds. B dd spp d sd ss s d ss s s
B wspps, B d, B ss d d s sd d d b Bs d
, ps dvp v sss d v pds s
d w bs.
categories heavily purchased By african-aMericans
eDiblespenD inDex tO tOtAl
U.s. hOUsehOlDsnOn-eDible
spenD inDex tO tOtAl
U.s. hOUsehOlDs
uppd m/z Sd 170 Ethnic Hair and Beauty Aids 934
D Vbs & gs 158 h 185
rd Js & Ds 157 ss/Ddzs 174
Sps/Ss/exs 154 Ps Sp/B nds 164
S/o 154 W’s s 153
S Sb Js & Ds 153 P 142
S/S Sbss 145 cd’s c 140
g 136 S P 133
s m 136 isds/rps 131
ncbd S Ds 136 Ds 129
S: ns hs, t u.S. 52 ws d 12/29/2012, uPcdd
*This category should not be confused with the Hair Care category where Blacks under index.
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cs psd b aas ppd pp ps w B bs. i
s p aas b s w wd xp w spd wds d
, w ds pp s ps Bs. as dd pvs p, h c
fs q pp s d s p sss e h d B ads ,
w Bs v dx, b s sss d pd ss s d ddss q ds a
as v .
categories lightly purchased By african-aMericans
eDiblespenD inDex tO tOtAl Us
hOUsehOlDsnOn-eDible
spenD inDex tO tOtAl Us
hOUsehOlDs
Bs ds 75 Hair Care 84
cs 75 mzs – Sd ts 83
W 73 lw d gd 78
m 73 css 74
Ss/Spds/Dp – D 71 Sv nds 71
y 71 D ads 70
c 54 P c 44
Pdds/Dsss – D 49 P d 42
c cs/S c tpp 48 Sps & nv cds 38
S Sb m Ss 38 c/z Spps 38
S: ns hs, t u.S. 52 ws d 12/29/2012, uPcdd*This category should not be confused with the Ethinic Hair and Beauty category where Blacks over index.
brAnD lOYAltY
Bs spd 18% ds s bds, ws w s pv b s. W s bv
s s s ps, s bd s vdvpd B sds. o p 20 s bd pd s psd b Bs d W nhsps sx s q
aas. Bs s ps s bds d ps; xp, s bd
dspsb dps s s s aas b W nhsps.
top ranking private laBel category preferences
AFricAn- AMericAn white nOn-hispAnic AFricAn-AMericAn white nOn-hispAnic
Dspsb Dps 1 lq Frozen Prepared Foods 11 D ads
uppd m/zSd
2 m mds/rds 12 s Pd
m 3 cs Frozen Vegetables 13 s m
Pp Pds 4 P d hsws apps 14 Bb d
cs 5 Dspsb Dps Bottled Water 15 Pd m
P d 6 VsPpd Ss, ms,Sds, Sd Dsss D
16 hsws app s
Vs 7 Bd & Bd gds s Pd 17 P c
Bd & Bd gds 8 Pp Pds Shelf Stable Juices & Drinks 18 W
s m 9uppd m/zSd
Nuts 19 c
Pd m 10 mds/rds Sugar/Sugar Substitutes 20Ppd ss, s,sds, sd dsss d
S: ns hs, t u.S., 52 ws d 12/29/2012, uPcddr bsd 97 s bds pd s aa hh i d 111 s bds pd s W nhsp hh
i. *Color categories are distinct private label brand preferences for African-Americans.
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Bd xds bd s pss, aas s
v b ps Q Sv rss (QSrs),
d t m.
percentage of households who have ordered
froM Qsr in last 3 Months
AFricAn-
AMericAnsrestAUrAnts
tOtAl Us
hOUsehOlDs
65% mDd’s 60%
44% B k* 36%
43% Sbw 40%
37% kc* 26%
36% Wd’s 30%
30% t B 32%
28% Pp’s* 9%
27% ca* 18%
24% Pzz h* 20%16% D’ Ds 14%
15% c’s c* 4%
15% D’s Pzz* 12%
15% l cs’s Pzz 14%
15% S 14%
14% Pp J’s Pzz* 12%
14% Sbs 17%
14% ab’s 22%
12% D Q 16%
11% cp* 9%
11% o QSr 13%11% P Bd 13%
S: ns hs, o Vws svs, J 2013 (= 45546)rd b aas’ vss.
*P dx 120 .
cOMpAnies
• awd s Bsps q w p spp. as, d ws
Bs w ps q s v psd p s spds d bds z p p’s b .
• B w aa pd ps bw s bds vss bds.
• id B s w “rDss,” .., b d sz ss. ev sb ps s s w s.
• rs w s svs w ssde h d B ads pds p s pp aas. lws, s sdsd p b s b spp s d bd pds w sss ddss q s Bs w s ss wb pds dss vs.
cOnsUMers
• J d spp vs s ldm ob’s spd b ws b “d Dss” d “rDss” B s.
• B s spp d dv v (b p p) w d.
OppOrtUnities
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whAt AFricAn-AMericAns wAtch
Bs vs d ss d ds w s s pp ds.
nw s s pv Bs’ vs vw bs w Bs w 37%
vs p, spd sv s d 17 s p d vw tV,
pd v s d 18 s vw t m. B W, sp
s 1849, d b v vws ps. n sps, d
s ddd B ds v ps d Bvws, w sd b s bssss w p vs d bs
ss.
t hs P D Vw
hs P D Vw lv tV d DVr pb
t a B a k V w s
7:177:34
6:56 6:437:03
6:20
t
6:50
7:14
6:21
1849
6:136:37
5:43
B a k W
B a k m
t a B a k V w s
B a k W
B a k m
S: ns 12/31/2012 6/30/13, t hs Sp Vw ds lv tV vw, DVr Pb, DVD Pbd Vd g css
secTion Three:
WatcH
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Blacks’ top five preferred networks
chAnnel/
netwOrks% blAck viewers
tOtAl blAck
viewers
Bet 84% 327
Vh1 59% 144
tV one 87% 107
Bounce tV 83% 91
centric 85% 49
S: ns 12/31/20126/30/2013, t D, l+7 Pjsav b vws sds
tOp televisiOn prOgrAMs
AMOng AFricAn-AMericAns
Pvs State of the African-American Consumer Reports d Bvws d s w ps pvd dvs ss
s w v B s d –
ws v w p Bs act . S sd s
sps p 10 vs sws dv B vws
s 1849 d b w dvs ds b ss
pv. t w xps w aBc’s Scandal s B ss
k Ws, d oX’s American Idol , s p
w s dvs s ss d dd ss w
B w, cd gv. t b vws Love
& Hip Hop Atlanta 2, pd p wd b Bs s
1849 d pd B s, dbd B vws w d w
dvs American Idol . D wds sw ss, 2013 BET
Awards dvd B d 74% Grammy Awards
d s Oscars. ms s
ps w xsv B ss s ss
s vws w sss.
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blAcks’ tOp ten prOgrAMMingtotal day part prograMs priMetiMe prograMs
prOgrAM OriginAtOrtOtAl viewers
AA 2+prOgrAM OriginAtOr
tOtAl
viewers
AA 18-49
‘13 Bet awds Bet 7.5 lv & hp hp a 2 Vh1 2.1
Sd aBc 3.8 Sd aBc 2.1
e – Sp Bw cBS 3.7 r hsbds 0 hwd Bet 1.7
Bet awds ‘13 a P Bet 3.5 r hswvs 0 a BraVo 1.4
lv & hphp a 2 Vh1 3.1 t.i. d t 3 Vh1 1.4
r hsbds hwd Bet 2.4 t g 6 Bet 1.4
oss rd cp lv aBc 2.4 lv & hphp 3 Vh1 1.4
a id – Wdsd oX 2.4 h Vh1 1.2
‘13 Bet awds Psw Bet 2.4 a id – Wdsd oX 1.1
a id – tsd oX 2.3 B i cw Vh1 1.0
S: ns 12/31/20126/30/2013, t D P, lv +7 Ds,
Pss 2+, xds sps d ps, ds sps. Vws sw s.
S: ns 12/31/20126/30/2013, P D P, lv +7 Ds,
Pss 1849, xd sps, sps vs d wd sws.Vws sw s.
sports prograMs awards shows
prOgrAM OriginAtOr
tOtAl
viewers
AA 18-49
prOgrAM OriginAtOr
tOtAl
viewers
AA 18-49
Sp Bw XlVii cBS 6.5 ‘13 Bet awds Bet 4.1
Sp Bw XlVii – D cBS 6.4 g awds cBS 2.4
Sp Bw XlVii Psg cBS 5.2 t oss aBc 1.4
nBa s aBc – g 7 aBc 4.4 Bbd ms awds aBc 1.1
nBa tp Ps aBc 4.0 t Bet hs Bet .90
nBa s aBc – g 6 aBc 3.7 naacP i awds nBc .66
Sp Bw XlVii ko cBS 3.6 gd gb awds nBc .61
nBa s o aBc – g 4 aBc 3.1 Pp’s c awds cBS .32
ac cpsp cBS cBS 3.1 unc: ev Ss ‘13 Bet .31
oX nc cpsp oX 3.0 mss a cp aBc .16
S: ns 12/31/20126/30/2013, t D, lv+7 Ds, Pss1849. Vws sw s.
S: ns 12/31/20126/30/2013, t D, lv+7 Ds, Pss1849. Vws sw s.
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DigitAl
a x aas’ v s vs s b d pps w dsvd
bv dss bw Bs d t m. Bs spd 44% ed d c
ss d 21% d ls ss t m ss, b Bs
dssd d d ’s wb. add, aas b s s
dps s 14% spd t/i Svs ss.
aas sp w p ps wb s ss t m ss, w ds
Bs w ps wbss. W s wb ss, g S, w v 15 q
vss d pd, s #1 s aas, q vss
y, B, as., d g i, w d 7.5 , 6.6 , 6.3 , d 5 vss, spv.
Blacks’ internet category rankings Based on tiMe spent
aa P Ps t•t m P Ps t ▴ m t Sp
S: ns, nVw, t (m 2013), sw s:s
Education and Careers2:21 • 1:38 ▴44%
Entertainment9:47 • 8:04 ▴21%
Family and Lifestyles1:42 • 1:25 ▴20%
Corporate Information:59 • :50 ▴19%
Government/Non-Profit:47 • :41 ▴17%
Telcom/Internet Services4:58 • 4:21 ▴14%
Finance/Insurance1:27 • 1:18 ▴12%
Consumer Electronics2:4 • 1:53 ▴10%
Home and Fashion1:22 • 1:16 ▴9%
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education and careers suB-categories
Career Development
1:1 • :40 ▴75%
Universities
1:20 • 1:04 ▴25%
Educational Resources
1:16 • :55 ▴38%
Multi-Category Education
and Careers:18 • :17 ▴6%
faMily and lifestyle suB-categories
Religion and Spirituality :29 • :21 ▴36%
Kids/Games/Toys 1:02 • :50 ▴23%
Personals 1:43 • 1:20 ▴30%
Health, Fitness and
Nutrition :33 • :31 ▴5%
telecoM/internet suB-catagories
Web Hosting :29 • :12 ▴141%
Cellular/Paging :26 • :21 ▴24%
Multi-Cat Telecom :38 • :30 ▴27%
Internet Tools :50 • :46 ▴10%
Email 3:43 • 3:19 ▴12%
S: ns, nVw, t (m 2013), sw s:s
Bs v s d ss b d tw
dsd xps bsp d s s w
wd q12.
Bs ps b/bbsps w pp
v ps, s ss, d w
s. Bs 44% t m ss
s d p. b s s v sd s w s
bsd b b q vss d sp p ps. t
s vs bw ps s sp s d ps:
• 4564 ds spd s b.
• 3544 ds spd tb.
• 1834 ds spd 11% tw s 3544
d 4564 bd.
12Madame Noire, m 31, 2013
44%MOre tiMe On eDUcAtiOnAnD cAreer sites thAn
tOtAl MArket
blAcks spenD
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top 10 social Media sites By age
site
18–34
tiMe spent
per persOn
site
34-44
tiMe spent
per persOn
site
45-64
tiMe spent
per persOn
b 6:39 b 6:49 b 6:53
mp 2:46 td 2:22 td 2:58
Sx ap 2:44 tb 2:15 n 2:00
tb 2:06 tw 1:10 tb 1:15
tw 2:04 ldi :34 g md nw 1:14
mSp 2:04 Ps :33 mm :42
rdd 1:57 mp :25 Ps :36
td 1:51 Btrd :21 tw :26
v 1:18 B :15 ldi :15
Wbs :52 Sp :15 Btrd :13
S: ns, nVw, t (m 2013), sw s:s*rd sp p ps b a as 1864
MObile
Blacks’ sMartphone preference
27%
73%
aauss
t muss
41%
59%
add P
S: ns, mb iss, m 2013
Sps v b w s as, d aas v d p
pp w sp wsp. Sv p aas w sps, pd 62%
pp. ms aas s adds (73%) vss Ps (27%).
71%OF blAcks Own
sMArtphOnes
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W d w pps (aPPs) s sps, aas d t m s 15
s tp 20 aPPs, ss d s d. B ps s aPPs p d
ps s. aas s s aPPs s s PP p ppss. t g t aPP pvds
psps svs, d s v p s w aas’ s
dpv bv w Bs’ p BbBlc.v s d p Bs
p bsd s.
top 20 MoBile apps preferred By Blacks
AppAFricAn-AMericAn tiMe
spent per persOnApp
tOtAl MArket tiMe
spent per persOn
is 7:21 b 6:48
b 6:15 is 4:37
tw 2:24 tw 3:10
Pd rd 2:21 Google Chrome 3:06
B mb 2:19 b mss 2:31
b mss 2:11 Pd rd 2:20
Yahoo! Mail 2:05 g 1:27g 1:38 B mb 1:18
ytb 1:11 ytb 1:06
g P 1:52 app mps 1:04
Apple Maps 1:50 YouTube Downloadable 1:04
g mps 1:47 g mps :59
BibleByLifeChurch.tv :37 g P :37
Ss :34 Weather Channel :32
g S :25 Ss :31
Google Talk :15 Amazon Mobile :24
g P ms :13 g S :22
PayPal :10 Weather :21g+ :05 g+ :15
g P Svs :05 g P Svs :05
S: ns, mb iss, m 2013, sw s:s*Items are unique to African-American lists**Items are unique to Total Market lists
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13tv ids Spd S: adv tv td ass, J 201314 aa tv rp 2011, md rs, llc.
Online trAvel ADvisOrY
B tv d s s $40 b ds13 – b bsss d b bs aas d v
ps d p s v ss p w v p. a aas w
p ds ps, 54% s ss vw wbss dss sd, 44% d
ss, d 30% s d p v wbss14. a w aa vs w s bs ps, p v
s s v vs s dss. ts, aas, s sp p ps s s ds d v ss P nw (15), hs. (13), obz. (12), B. (11) d
hw. (11). Sws as, d s fdb s, s s s sp p ps v (17).
Blacks’ preferred travel resources
trAvel inFOrMAtiOn resOUrces
% OF respOnDents
whO AgreeD with the
stAteMent
i ds ds d bs (wd) 55%
i d wbss dss i vs 54%
i d wb s s s s s g y 44%
i d s d p v wbss 30%
i qs bs d b s 26%
i d vws b ss ds i vs 23%
i d v s wspp 15%
i d v d v d zs 15%
i d dpd pbsd vws zs d wspps ds 13%
i d sd ss ds i vs 12%
i v d vss bs 9%
i v 8%
S: aa tv rp 2011, md rs, llc.
Blacks’ preferred travel sites ranked By uniQue visits
trAvel site UniqUe visitOrs
g mps 6.3
mpQs 2.5
P nw 1.5
expd 1.5
y! l 1.4
tpadvs 1.3
tv ad nw 1.1
Sws as .98
hs. .72
obz Wdwd nw .71
hw. .68
tv .65
k .64eps rac .60
B mps & l .60
a .58
B. .57
D .50
m .50
lv S mps .48
S: ns, nVw, t (m 2013) q vss sw s
54%OF AFricAn-AMericAns
whO plAn DestinAtiOn
trips Use Online
resOUrces
44%cOnDUct generAl
Online seArches
30%Use thirD pArtY
trAvel websites
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FinAnciAl services
Bs d zs 28% ss d spd v 87 s wbss d
d vs, w s 12% v . hwv, aas d dx s s
w s, p ps pds s s ds, s s, d ss. ts
ds s ds bw s d pp. svs d vs ps
“p” d vs s s s d Bs pv v s w ss svs d pds s w pss svs d pds.
african-aMerican financial Magazine readership vs general Market
15%
aa P
g m P
r a d s B s s s
f a a
m a g a z s
22%
28%
B a k e p s
m a g a z
4%
30%
e p
m a g a z
5%
11%
f b s
m a g a z s
10%
f
m a g a z s
9%
12%
S: md g, mz rdsp, 2012 Dbbs
online tiMe spent on financial weBsites
ms Sp a aas
ms Sp a g m
f S v B a k s
& c d u s
f a a t s
34
25
m - a g y
f a /
i s a /
i v s s
30
21
i s a
24
16
f a a n w s &
i a
19
15
c d c a d
19
27
o t a d g
18
33
l a s
10
15
40
36
S: ns, nVw, t m 2013
blAcks Are
MOre likelY tO
reAD FOrbes
AnD FOrtUne
MAgAzines
thAn the tOtAl
MArket.
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financial products/services owned/used By african-aMericans versus total Market
prODUct/
serviceDescriptiOn
AFricAn-AMericAn
penetrAtiOn
percentAge
tOtAl MArket
penetrAtiOn
percentAge
c a(h)
c sds w w s bw s dpss.
83% 90%
B cd cd (h)
c sds w b d ds. ts pdsd ViSa, mscd, Dsv d a expss op.o s pds, sd bs b d .
52% 68%
a ivs SvV ( 401) (h)
c sds w vs pds svs, d w s d 401 ps. ts svsd ss wd iras d b s.
44% 54%
s ms (h)c sds v s s s(, sd s).
26% 39%
us atm/Dbcd, 59/ (h)
c sds s (atm/db) ds, 59 s ps 30 ds.
21% 16%
usd W tss Sd m,3 (h)
Ps d sd s sd w ssvs sd ps 90 ds; usd w s;ys.
14% 7%
S V (h) c sds w s. 9% 15%
B wP is<1 (h)
c sds v b b w b s ss .
9% 6%
gvSs (h)
c sds w v ss, s svss d b m, g m d S m.
5% 3%
m ds,ob Ps (h)
c sds b d ss ps. 4% 8%
us iB opa, 3 (h)
c sds ss s p . Pc i b s sv s b ps p.
4% 3%
txadvc Svs
V (h)
c sds w xdv svs . 4% 5%
k Ps V(h)
c sds w k ps, w xdd svs spd pss ps s bssss.
1% 2%
m ds,ob i (h)
c sds b d ss i.
1% 3%
S: ns, t, 2012
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big screen viewing
Bs vs js s s s ps, w v 6.3 ps p . S vs,
Bs s v sppd s w s s , , w w
d. o xp s /dv , w s p pp B ds vss t
m dss s.
top african-aMerican Movies with Black casts
title stAr(s) grOss eArnings
Django Unchained J xx, w k Ws, S l. Js $163
42 cdw Bs $94
Flight Dz Ws $94
Tyler Perry’s Temptation J SB, Vss Ws, Bd $52
The Call h B, ms cs $52
Snitch Dw ‘t r’ Js $43
A Haunted House m Ws, ess as $40
Alex Cross t P $26
Tyler Perry’s Peeples c rbs, k Ws, Dvd a g $9
S: ns Sp. 2012–J 2013.rv sw s.
top Movies appealing to african-aMericans
title stAr(s)AFricAn-AMericAn
inDexgrOss eArnings
Tyler Perry’s TemptationBd nwd, J SB, Vss Ws,k kds
186 $52
Flight Dz Ws, nd Vzqz, t t, Dcd, k r, J gd
144 $94
Resident Evil RetributionBs kdj, m Jvv, m rdz, Sg, a e, B l, J ub, cS, rb ksv
131 $42
Taken 2l ns, m g, Jss, ld os,rd Sbdzj
127 $139
A Good Day to Die Hard B Ws, J c, Sbs k, a ns 124 $67
Gangster Squad r gs, e S, S P, Js B, am, n n
116 $46
Obliviont cs, o k, m , Dvdmds, ad rsb, mss l
114 $89
Man of Steel rss cw, kv ks, l sb, hcv, a ads 110 $286
Django Unchained J xx, w k Ws, S l. Js 104 $163
S: ns Sp. 2012–J 2013.rv sw s.
51%OF blAcks Are generAllY receptive
tO in-theAter ADvertising OF
prODUcts Other thAn MOvies
87%OF blAcks Are receptive tO
trAilers AnD previews
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cOMpAnies
• S aas sw s p vs sws s
d/ Bs ss, s vs pvd dpps dv , v sss vwx w aas d b.
• rz dss B s d bv b bw d x wbss w Bs s v tm. ts d ss w d ed d cs,e, d ls (sp r d Sp), sw s wbss sp sd B ss. ts ssd v ppd pps w aas ss, spssps psps.
• b s pp sbs sps w wd B ss v s bd pp. hwv, s d b sd ps Bs b d ss, (.., ldi
Bs, s 4564).
• gv aas s 1834 v s tw, d bsdd v v w aas s s B tws s pws d vss bsp.
• Spd d aa ss d psp w B v s s b dsd d vss.
• advss s pps B ds w sd b s s p. a sd dd bs sw v s swd w pv dvs d s d pvws.
cOnsUMers
• iss pvds vs p, w d b, spsv B vw ps.
• exp d d w ps w ddaas. ts d d dsv w d d d ss w aas w w xps d B d s. S ss pp v dd d s vss b sbjs
B .• c s s d xpss ps b b p d s
sss, d ds d db b pds dsvs s s bv s d zd s .
• ts d b s svs d vss; b svv s w B a s w.
OppOrtUnities
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secTion four:
adveRtisinG
spp, aas
pvd dvss ps w d w bs
w s pv s s. t B pp
s s t m, s vs
s vs, p b, d s js s d
bds s ps. hwv, ps d pvd
s v sd dvs ss ss v s
p ss spps d ss.
advs xpds d sp wd B ds
d p dvs ds sp. advss
sp $75 b vs, d, , d z ds
2012, w $2.24 b sp w d sd B
ds. i sp ps dd p’s dvs
bd, dvss sd b spd pp w
aa d s ws:
• 44% spd ed d c wbss
•38% spd s wbss
• 37% spd vs (w sp pss b)
• 15% spd b p dvs
cps s bv bs bs,
“szs” s s v w
aas. Js pps s . i s
dsss v w aas, b bd’s b
dsd B xp d s s
w Bs w pv sss w vd.
cOMpAnies MistAkenlY
believe becAUse there Are
nO lAngUAge bArriers thA
A generAl MArket “One-
size-Fits-All” strAtegY is
An eFFective wAY tO reAch
AFricAn-AMericAns. JUst
the OppOsite is trUe.
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percent change in spending with Media focused on Black audiences
2011•$43.356
2012•$35.78
2011•$116.321
2012•$124.353
2011•$968.097
2012•$1,026.961
nw tV
Sdd tV
cb tV
n mzs
n i
Sp rd
17.5%
6.9% 6.1%
2011•$334.809
2012•$295.3
11.8%2011•$17.6542012•$17.19
2.6%
2011•$780.571
2012•$747.804
4.2%
n: a ds s (2011 •2012)S: ns
Q1 top categories spend with Media
focused on Black audiences
prODUct
cAtegOrY
1st
qUArter
2012
1st qUArter
2013
rs–Q Sv $24.264 $24.2
av $28.368 $21.728
m Ps $23.133 $20.31
tp Svs & Wss
$17.087 $15.622
is $11.306 $13.236
Dp Ss $9.972 $12.778
rs–nQSv
$9.274 $11.423
Ps $16.572 $10.349
a is $14.903 $10.041
l Svs $6.564 $9.737
cd cd Svs $6.261 $9.559
t $167.704 $158.983
n: a ds sS: nsSs: cb tV, Sd tV, nw tV, Sp rd, nmz, i
Pd: J. 1, 2012–m. 31, 2013
top 20 advertisers’ annual spend withMedia focused on Black audiences
ts 20 dvss sp s w d sd B
ds; $564 , 2.5% s 2011. B s
bw $75 b sp 2012 vs, z,
, d d.
ADvertiser
2011 AFricAn-
AMericAn
spenDing
2012 AFricAn-
AMericAn
spenDing
% chAnge
P & gb $82.31 $75.323 8.5%
l’oé $43.763 $52.341 19.6%
mDd’s $38.093 $38.241 0.4%
uv $22.483 $31.488 40.1%
u.S. gv $22.439 $28.369 26.4%
Bs hw $24.156 $27.813 15.1%
cs $24.456 $27.69 13.2%
hs $24.829 $27.017 8.8%
Ppsc $18.02 $25.074 39.1%
W $19.181 $24.406 27.2%
S.p.a $21.591 $23.6 9.3%
at&t $22.669 $22.496 0.8%
Vz cs $29.304 $22.088 24.6%
t $20.633 $21.432 3.9%
g ms $23.906 $20.813 12.9%
S cp. $20.355 $19.888 2.3%
Js & Js $28.266 $19.598 30.7%
d $19.171 $19.111 0.3%
as $19.554 $19.069 2.5%
n ass i $25.645 $18.929 26.2%
t $550.824 $564.787 2.5%
n: a ds sS: nsSs: cb tV, Sd tV, nw tV, Sp rd, n mz, i
Pd: J. 1, 2011–D. 31, 2012
3%
ADvertisers’ spenDing
with MeDiA FOcUseD OnblAck AUDiences is JUst
$75 b sp 2012
vs, zs,
d d dvss.
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$.742
$7.89
$3.934
$2.359
$1.993
$1.478$1.174
$1.038
$1.015
$.938
$.728
$.465
restaurant/Quick service
mDd’s
y! Bds i
D’s ass i
Wd’s c
D’s Pzz i3g cp i
ac epss i
l cs’s epss i
Pp J’s i i
S cp
autoMotive
g ms c
t m cp
S.p.a
d m c
nss m c ld
k ms cphd m c
Vsw ag
mzd m
Motion pictures
ls e i
op rd s llc
S cp
nws cp
rv md llc
cs cp
n ass i
t W i
ds hds llc
csd Ps llc
wireless telephone service
at&t i
Ds t a
Sp nx cp
Vz cs i
a mv S D cv
Ss es c ld
cs c i
B t i
tp & D Sss i
Bd Pp i
insurance
Bs hw i
S m ab is c
Pssv cp
a is c
as cp
nwd m is c
ud Svs ab ass i
Pss m is c
Z Svs gp
a i
$3.883
$3.699
$3.351
$2.997
$1.994
$1.011$.746
$3.495
$2.938
$2.206
$1.718
$1.687
$1.647
$1.522
$1.48
$1.288
$.957
$4.969$4.175
$3.502
$1.766
$.888$.054
$.025
$.018$.13$.004
$4.942
$3.63
$1.297
$1.177
$.963
$.869
$.170
$.146
$.084
$.056
top 5 category Breakout
n: a ds sS: nsSs: cb tV, Sd tV, nw tVSp rd, n mz, iPd: J. 1, 2013–m. 31, 2013
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cOMpAnies
• advss sd ds vss d s szs, wspps, d sp d aas vs d ss w Bs b d pv.
• advs v s d w B bds d s sw v s B ss d b bbs aas pv dvs sv.
cOnsUMers
• Spp bds, pds, d svs v dvs vs sws d vs Bs p.
OppOrtUnities
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w us:@nskws
AbOUt nielsen
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keep the cOnversAtiOn gOing
#aacs13
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