2023年美国非洲裔消费者报告（英）-21页_11mb

Summary of The State of Black American Consumers 2023

Demographics

• Black Americans constitute the second largest ethnic minority in the United States, with a growing population, particularly among younger age groups.
• The average age is younger than Non-Black Americans, with nearly 30% in the 18-34 age bracket, making them highly accessible to marketers.
• This group is characterized by high tech-savviness and strong engagement with social media.

Consumer Behavior and Attitudes

• Black consumers are diverse in their attitudes and behaviors, with segments including family-focused, status-seeking, and culturally connected consumers.
• Key traits include a priority on home and family life, fashion consciousness, and support for social and political issues like racial justice and gender equality.
• High levels of tech adoption; 80% are tech-savvy, with varying segments from casual users to tech enthusiasts.

Spending Power

• Black households control approximately $237 billion in discretionary spending annually, representing 13% of all such spending in the US.
• Discretionary spending varies by region, with Black consumers controlling a larger share in the South (e.g., 35% in Atlanta) and a smaller share in the Midwest.
• On average, Black consumers spend more on apparel, automotive, and entertainment products compared to Non-Black Americans.

Media Habits

• Over half (53%) of Black Americans are cordless, preferring streaming services, but many wish to return to traditional TV.
• Black consumers generally have positive attitudes toward advertising, finding ads helpful for making purchase decisions, particularly for children's products.
• Social media is a primary news source, with strong engagement in segments like Fashionistas and Social Media Superstars.

Marketing Recommendations

• Marketers should target specific Black consumer segments using MRI-Simmons data and addressable media channels.
• A tailored approach focusing on diversity in messaging can lead to higher brand loyalty and customer satisfaction.
• Activating these audiences requires understanding regional spending patterns and media consumption to maximize impact.