2011-09-21-尼尔森-The_State_of_the_African-American_Consumer_24页_2mb

报告摘要

The report provides a comprehensive analysis of the African-American consumer market, emphasizing its demographic growth, economic significance, and evolving purchasing behaviors.
With a population exceeding 43 million and projected to reach 47.5 million by 2020, the market represents high growth potential for businesses.
Buying power is estimated at nearly $1 trillion annually, projected to increase to $1.1 trillion by 2015, comparable to the GDP of many countries.
Key trends include younger demographics, rising education levels, increasing income, and strong media engagement across multiple platforms.

The African-American population grows at nearly 30% faster than the overall U.S. population, with 47% of individuals under 35.
Income disparity is shrinking, with 63.9% growth in households earning $75,000 or more.
Educational attainment increased significantly, with 53.6% of women holding degrees, reflecting higher professional achievements.

African-Americans are heavy TV users, spending an average of 7 hours per day watching, influenced by sports and reality programming.
Smartphone penetration is high (33%), with Android dominating among minors aged 18-44.
Online activity is increasing, with 76% of African-American adults visiting social networking sites and 30% more likely to use Twitter.

They make more shopping trips but spend less per trip, showing brand loyalty in categories like food, health/beauty, and household goods.
Women are primary decision makers in household purchases, influencing product selection and marketing strategies.
Corporate and retail support is growing, with opportunities to enhance engagement through targeted channels.

Businesses can capitalize on demographic trends, expanded media reach, and buying power to increase market share.
Focus on underserved retail channels and digital platforms offers untapped growth areas.
Consumers can leverage their collective influence to drive product innovation and ethical business engagement.

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