*WASHINGTON, D.C. – African-American buying power continues to increase and is expected to rise from its current $1 trillion level[1] to $1.3 trillion by 2017, according to Resilient, Receptive and Relevant: The African-American Consumer 2013 Report.
The report was released today by Nielsen, a leading global provider of information and insights into what consumers watch and buy, in collaboration with the NNPA during the Congressional Black Caucus Foundation’s 43rd Annual Legislative Conference.
Highlights from the report include:
Fifty-three percent of the 43 million Blacks in the U.S. are under the age of 35, and the Black population has grown 63 percent faster than the general market population;
Blacks watch more television (37 percent); make more shopping trips (eight), purchase more ethnic beauty and grooming products (nine times more), read more financial magazines (28 percent) and spend more than twice the time on personal hosted websites than any other group
Although 81 percent of Blacks said they believed that products advertised using Black media are more relevant to them, only 3 percent or $2.24 billion of the $75 billion spent on television, magazine, Internet and radio advertising was with media focused specifically on Black audiences
How companies can avoid a “one-size-fits-all” approach to better connect with Black consumers
The findings were announced by Cheryl Pearson-McNeil, senior vice-president, public affairs and government relations for Nielsen, Cloves Campbell, chairman of the NNPA, a 73-year-old federation of 200 Black community newspapers; and A. Shuanise Washington, president and chief executive officer of the Congressional Black Caucus Foundation.
“The consumer insights this year are some of the most varied yet,” said Pearson-McNeil. “From store brand loyalty, to top watched television networks, which mobile apps are most popular, a deep dive into how Blacks spend their digital time, and how companies can reach 10 million Black consumers by developing a southern regional strategy – this year’s report is really a compelling read for both advertisers and marketers.”
“This year, the report goes a step further and lists the premier 50 companies, in the top five categories committed to the Black community economically,” said Campbell. “This type of information helps the NNPA continue our efforts to create conscious consumers who better understand how their economic power has a direct impact on the marketplace overall and that kind of information is invaluable.”
Beyond the business impact Blacks have on the economy, the report also provides more granular insights into its population growth, and demographic uniqueness, which was of particular interest to Washington. “The CBCF’s mission is to advance the global Black community by developing leaders, informing policy and educating the public,” said Washington. “Nielsen’s report will prove helpful as we continue our efforts to improve the socioeconomic circumstances of African Americans and other underserved communities.”
To download a full copy of the report, please visit www.nielsen.com.
About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
About NNPA
The National Newspaper Publishers Association, also known as the Black Press of America, is a 73-year-old federation of nearly 200 Black community newspapers from across the United States.
Since World War II, it has also served as the industry’s news service, a position that it has held without peer or competitor since the associated Negro Press dissolved by 1970. In 2000, the NNPA launched NNPA Media Services – a print and web advertising – placement and press release distribution service. In 2001, the NNPA and its foundation began building the BlackPressUSA Network – the nation’s premier network of local Black community news and information portals. The BlackPressNetwork anchored by BlackPressUSA.com – the national web portal for the Black Press of America.
For more information about the report and Cheryl Pearson-McNeil, senior vice president, public affairs and government relations, or to arrange an interview, contact: Jerry Thomas of Jerry Thomas Public Relations, 312.285.5166, jerry@jerrythomaspr.com, or Ivan Thomas at 847-863-1067, or ivan@jerrythomaspr.com.
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Other Report Highlights[2]:
Top Five Advertisers for Media Focused on Black Audiences
Procter & Gamble
L’Oréal
McDonald’s
Unilever
U.S. Government
Top Five Quick Service Restaurant Advertisers
McDonald’s
Yum! Brands Inc. (parent company of KFC, Pizza Hut and Taco Bell)
Doctor’s Association Inc. (parent company of Subway)
Wendy’s
Domino’s Pizza
Top Five Quick Service Restaurants Blacks Visited in the Last Three Months
McDonald’s
Burger King
Subway
KFC
Wendy’s
Top Five Networks Watched by Blacks
BET
VH1
TV ONE
BOUNCE TV
CENTRIC
Top Five Primetime Programs watched by Blacks Ages 18-49
Love & Hip Hop Atlanta 2, VH1
Scandal, ABC
Real Husbands of Hollywood, BET
Real Housewives of Atlanta, BRAVO
T.I. and Tiny 3 ,VH1
Top Five Programs Watched by Black Households
’13 BET Awards, BET
Scandal, ABC
Elementary – Super Bowl, CBS
’13 BET Awards After Party, BET
Love & Hip-Hop Atlanta 2, VH1
Top 5 Preferred Travel Sites Ranked By Unique Visits
Google Maps
MapQuest
Priceline Network
Expedia
Yahoo! Local
Top 5 Social Media Sites by Age based on Time Spent
Ages: 18-34 35-44 45-64
Facebook Facebook Facebook
Meetup Tagged Tagged
Six Apart Tumblr Ning
Tumblr Twitter Tumblr
Twitter LinkedIn Glam Media Network
Top Five Website Categories Visited By Blacks
Education and Careers
Entertainment
Family and Lifestyles
Corporate Information
Government/Non-Profit
source:
Traci Daniels
Account Exec.
LimeGreen
tdaniels@limegreen.net