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African Americans are 80% more likely to buy products from companies that give back to the community with jobs, educational support and other quality of life improvements.
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African Americans are twice as likely as whites to be among the first to discover new trends, and they consider themselves on the cutting edge.
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71% of African Americans say it is important to keep up with the latest technology products and services.
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48% African Americans need to keep up on the latest trends in movies, music and TV.
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37% of African Americans like to buy brands that let others know they have "made it" versus 14% of whites.
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African Americans have the highest television viewing in their households, at an average of 75.8 hours per week
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African Americans have the highest weekly radio listening time at 24.5 hours per week.
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African-American targeted media outlets reach 89% of this population.
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The African-American Internet audience has grown to over 10 million surfers in 2003
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African-American Internet users spend a monthly average of 44 hours on the web.
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Home ownership among Blacks was 51% in 2002, up from 42% in 1990
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Blacks are denied mortgages and home improvement loans at twice the rate of Whites
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About 33% of Blacks in 2003 they were denied a chance to rent or buy housing due to race.
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Buying power for Blacks increased 102% from 1990 to 2002, reaching $645.9 billion.
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71% of Black households with income of $50,000 or more own life insurance policies versus 62% of Whites
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34% of Blacks own fixed or variable annuities compared to 26% of Whites.
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Home ownership in 2000 among Blacks with household incomes of $75,000 or higher was 79.8% compared to 39.9% for those with household incomes less than $50,000.
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39% lived in suburban areas in 2000, reflecting improved socioeconomic status which has allowed them to leave inner cities.
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Twice as likely as any other group to travel 1+ hours to their favorite store and to go out of their way to locate new stores, particularly if it means finding a bargain.
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34% will travel 1+ hours to shop at a factory outlet, compared to 27% of all consumers.
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Blacks average weekly store visits and spending are higher than the general market.
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They are impulse shoppers, and only about 36% claim to use a shopping list often; thus, in-store sampling and displays can influence purchase decisions.
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They are considered the most fashion conscious racial/ethnic group, and they are more likely to buy name brands and high fashions as symbols of their success.
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34% are likely to keep up with changes in trends and fashions compared to 25% of Whites
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Blacks are twice as likely as Whites to discover new trends and consider themselves on the cutting edge of electronics products.
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Their purchases of computer and related equipment increased 33% between 1999 and 2000 to $1.6 billion, and Internet usage has increased, presenting another way to target shoppers.
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African American expenditures on new and used vehicles reportedly doubled in about 5 years from $22 billion in 1996 to $43.2 billion.
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The book market for Blacks has doubled 1992-2000 to $356 million.
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Most Blacks are generally not influenced by best seller lists or reviews, and nearly 75% rely on the recommendations of friends and family, compared to 8% of all consumers.
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Only about 1% of advertising budgets are devoted to campaigns targeting African Americans
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Spending power of African-Americans / Blacks in the US totaled $913 billion in 2008.
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Total spending on African-American media in the first three quarters of 2008 was $1.8 billion, down 5.3% from the same period in 2007.
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Procter & Gamble was the largest advertising spender targeting African Americans / Blacks.
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Some experts state that the purchasing power of the African-American community would make us the 5th largest country in the world.
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95% of the income of Blacks go to businesses outside of the Black community.
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African-Americans control less than 2% of all the resources and wealth in the United States.
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45% of black Americans with online access found the Internet useful for getting health care information, compared with 35% of white Net users.
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Blacks are more likely to say the Internet helps them pursue hobbies
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Blacks were more likely than whites to use the Internet to find information on religion, jobs and housing.
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Whites have a greater tendency to find the Internet useful for connecting with families and friends compared to blacks.
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Housing $121.6 billion, Food $59.2 billion, Cars/Trucks $32.1 billion, Clothing $27.7 billion, Health Care $17.8 billion
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A $35 billion travel and tourism industry reflects a significant increase in travel by Blacks
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Blacks are more likely to be on the cutting edge of new technologies and in 2000, they spent $1.6 million on computers and peripherals
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Blacks are more likely than the general population to respond to online offers. A majority of blacks read online ads and find them informative.
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In 2000, African-American book buyers surveyed revealed purchases of 1-5 books by 51% of respondents, 6-10 books by 41%, and 11+ books by 8% in the past 3 months.
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The demand for Afro centric books and information products doubled over 8 years to $356 million in 2000.
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The demand for African-American books and information products doubled between 1992 and 2000 to $356 million.
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African-American book buyers buy books for themselves, for their children, and as gifts for others. They want a variety of books that speak to their life experiences.
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African-American book buyers tend to be younger females (18-35) with incomes higher than the median for Blacks.
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83% of African-American Internet users have some college education or more; 76% work full-time; average income is $47,600.
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Blacks are more likely than the general population to respond to online offers and purchase clothing (48% vs. 41%) and music (44% vs. 39%) online.
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74% have access to the web as of 2003, an increase from 51% in 2001, versus 75% of the U.S.
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85% prefer the Black perspective online, and 38% feel current ethnic content is inadequate
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A majority of Blacks (vs. 26% of the general population) read online ads and find them informative.
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66% of Black households take vacations.
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Black travelers are educated (at least one household member has a college degree), affluent (average annual household income $50,000+), and middle-aged (45+).
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Black travel increased 16% 1997-1999 versus only 1% for the general population.
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64% pleasure trips, including 46% for trips to visit friends and family, and 21% business trips.
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Blacks are 3 times more likely to go on group tours and attend cultural events or festivals; they are also more likely to visit theme and amusement parks and participate in nightlife activities.
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Their most popular U.S. destinations for Black travelers are Atlanta; Las Vegas; Washington, DC; Orlando; Houston; Norfolk/Virginia Beach/Newport News, VA; Chicago; New York; Atlantic City; and Los Angeles.
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Caribbean, London, Paris, Rome, West Africa, Belize, Rio de Janeiro.
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Black women are more likely to be the influencers, motivators and catalysts with regard to travel in many Black households.
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An estimated 71% of Blacks in 2002 had brokerage or mutual fund accounts, up from 50% in 1998.
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Among non-investors, 42% of Blacks versus 21% of Whites are likely to start investing soon.
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Blacks have historically not invested due to lack of education about stock markets and mistrust of brokers (49% vs. 38% for Whites).
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49% would prefer a Black financial advisor but there's a shortage of such professionals.
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The #1 reason for investing by Blacks vs. Whites is dramatically different: Children/College education: 30% vs. 18% respectively
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The #1 reason for investing by Blacks vs. Whites is dramatically different: Retirement: 38% vs. 56% respectively.
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6% of Blacks and 7% of Whites liquidated some investments as a result of last year's recession or acts of terrorism.
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Only 28% of the top financial institutions are targeting African-Americans.
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African Americans have the highest spending power among ethnic groups and tend to be more loyal.
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The African-American technology/computer audience: 43% have an Internet broadband connection versus 36% of the population; those without are 27% more likely than the general population to get the connection in the next year.
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Additionally, the growing Black interest in books has fueled growth in Black book clubs and relevant publications.
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Doubleday Direct's Black Expressions club had 40,000 members in less than 6 months.
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Circulation of Black Issues Book Review grew to 65,000 in less than 2 years.
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There are now 7 publishing company subsidiaries that focus on Black books (3 were established in 2000) but many are not "going into the neighborhood" to fully understand and reach this market.
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Black buying power will rise to $1.2 trillion in 2013 -- and that this number will translate to nearly 9% of the nation’s estimated buying power.
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