Nielsen Looks At African-American Consumers And Tells 'The Untold Story'
September 18, 2015 at 6:03 AM (PT)
According to NIELSEN’s annual African American Consumer Report, African-American consumers are increasing in affluence, education, digital connectivity, and surprisingly, diversity, by way of immigration. This year’s report examines trends in content consumption, purchasing power, social engagement, population shifts and several other new perspectives based on collective areas of press interest. Key findings include:
- Spending Money and Time. Each week, compared to all Americans, African-American adults spend more time watching TV, on PCs, on smartphones, and listening to radio! African-Americans earning $100,000+ watched NBA games and shows like Empire, Scandal, How to Get Away with Murder, Black-ish, American Crime and Gotham at a much higher rate than the total population.
- Education and Professional Development. In 1976, only 41.6% of black high school graduates were enrolled in a college or university. That percentage rose to 70.9% in 2014, exceeding both whites and the total population.
- Affluence as the New Normal. At every income level above $60,000, Black income growth outpaced White income growth from 2005 through 2013.
- The percentage of black households earning $200,000+ increased 138% from 2005-2013, far outpacing the rate for the total population (74%).
- Real median household income increased more among African-American households (+$793) than among White households (+$433) and more than the total population, according to the U.S. Census.
- Diversity Increasing by way of Immigration. The untold story of diversity within the Black American community is unveiled, a critical understanding for both marketers and politicians as we approach election season:
- 50% of Black immigrants in the U.S. come from the CARIBBEAN (a majority of that number hailing from JAMAICA and HAITI) but one third come from AFRICA, a figure that’s increased 24% since 2000.
- Foreign-born Blacks are boosting the income of the African-American community. Black immigrants household income is 30% higher than U.S.-born Blacks.
- 54% of Black immigrants are U.S. citizens vs. 47% of all immigrants.
For more information, please check out the full report here,