Census 2000 found that during the previous decade the number of African Americans grew six times as fast as the non-Hispanic white population. Even more significant, Census data show that the mean income of African American households grew 25.8% between 1990 and 2000, more than four times as fast as that of non-Hispanic white households. As a result, 3.7 million African American households have annual incomes of $50,000 or more. Moreover, there are 1.4 million upper-income African American households with an annual income of $75,000 or more. Growing numbers of these increasingly affluent African American families are living in the suburbs.

Tap into the growing buying power of affluent African American suburban families. Discover the potential in underserved market segments such as African American Baby Boomers. Get the latest research available about the online behavior of African Americans. Find out how media usage among African Americans differs from other market segments.


Table of contents:

1. Executive Summary
   Introduction
   • Background
   • Overview of Report
   
   Scope and Methodology
   • "African American" Defined
   • African American Market Defined More Narrowly
   • Methodology
   
   Demographic Overview
   • African American Population Tops 36.4 Million
   • Many Blacks Have Ties to Other Countries
   • Most Blacks Live in the South
   • African Americans More Urban than General Population
   • Majority of Black Population Found in Just Eight States
   • African Americans Younger than Average
   • African American Women Play Key Role in Market
   • Per Capita Income of Blacks Shows Above-Average Increase
   • Nearly 2 Million African Americans Earn $50,000 or More
   • Married-Couple Families Display Healthy Economic Profile
   • Nearly 3.7 Million African Americans Employed as Managers or Professionals
   • African Americans Are Politically Liberal and Socially Conservative
   
   Survey of the African American Market
   • African American Consumer Expenditures Are Growing at Above-Average Rate
   • Affluent African American Families Total 1.8 Million
   • 1.9 Million African American Kids Live in Affluent Families
   • Black Dual-Income Married Couples without Children Have Aggregate Income Exceeding $80 Billion
   • Income of Affluent Black Singles Exceeds $40 Billion
   • Black Single Moms Have Income of $67.4 Billion
   • Mean Income of Affluent Single Black Women Tops $61,000
   • African Americans Represent Important Market for Key Consumer Products
   • Buying Power of Affluent African Americans Will Reach $292.4 Billion in 2006
   • Buying Power of African American Women Totals $259.4 Billion
   • African American Market Will Total $682.5 Billion in 2006
   
   Consumer Behavior
   • Many African American Shoppers Affected by Cultural Cues
   • African Americans Highly Style Conscious
   • African American Women More Likely to Seek to Stay in Fashion
   • African American Men More Attuned to Style than White Men
   • Impulse Buying Seen More Likely
   • Black Consumers Have Positive Views of Advertisements
   • African American Kids Have More Influence on Parental Buying Decisions
   • African American Women Shoppers Most Influenced by Kids
   • Internet Access Doubles
   • Women Drive Growth in Black Internet Population
   • Experienced African American Internet Users Shop Online More
   
   Media
   • Newspaper Readership Increases among African Americans
   • Blacks Highly Positive toward Magazines
   • Ad Spending in Black Consumer Magazines Defies Slowing Economy
   • African Americans Watch More Television than Other Groups
   • But Research Suggests Blacks Less Involved with TV
   • African Americans View TV Advertising as Positive
   • African Americans Listen to Radio More
   • More African Americans Look to Internet as News Source
   
   Overview of Marketing, Promotional, and Advertising Strategies
   • African American Marketing Should Be Year-Round Process
   • Many African American Marketing Strategies Focus on Women
   • Proper Segmentation of African American Women’s Market Seen as Vital
   • Companies Expected to Give Back to the Community
   • Community-Based Marketing Effective
   • Street Marketing Teams Are Vital Tool
   • Black Celebrities Appear More Frequently in Ads Targeting Younger African Americans
   
   Case Studies of Companies Marketing to African Americans
   • Luxury Car Makers Target Affluent African Americans
   • Investment Firms Focus on African American Investors
   • Packaged-Foods Companies Court African American Market
   • Wrigley’s Appeals to African Americans with Doublemint Campaign
   • Restaurant Promotions Target African Americans
   • Kmart Committed to African American Community
   • Greeting Card Companies Compete for African American Market
2. Demographic Overview of the African American population
   Market Definition
   • "African American" Defined
   • Race Categories of Census 2000 Create Many Issues
   • African American Population Has Multiracial Component
   • African American Market Defined More Narrowly
   • Census Data Sources Listed
   
   Population Size and Growth
   • African American Population Tops 36.4 Million
   • Table 2-1: Total U.S. and African American Populations: 1990 vs. 2000
   • African Americans Accounted for 19.6% of U.S. Population Growth
   • Figure 2-1: Population Growth: African Americans vs. Other Population Groups, 1990-2000
   • Blacks Comprise More than 12% of U.S. Population
   • Table 2-2: Racial Groups as Percent of Total U.S. Population, 1990 vs. 2000
   • Table 2-3: Hispanics and Non-Hispanics as Percent of Total U.S. Population, 1990 vs. 2000
   • Most African Americans Identify as Black Alone
   • Table 2-4: African American Population: by Racial Category, 2000
   • African American Population Grew Faster than Expected
   • Table 2-5: Total U.S. and African American Populations: Projected vs. Actual Census 2000 Counts
   • African American Population Expected to Reach 39.3 Million
   • Table 2-6: Projected Growth of Total U.S. and African American Populations, 2000-2006
   
   National Origin
   • Many Blacks Have Ties to Other Countries
   • Table 2-7: African American Population: by National and Hispanic or Latino Origin, 2000
   • Black Population Includes More than 2 Million Foreign-Born
   • Table 2-8: Foreign-Born vs. Native-Born Populations: African Americans vs. Other Population Groups, 2000
   • Fewer Hispanics Identify as Black
   • Table 2-9: African American Population: by Racial Category and Hispanic or Latino Origin, 2000
   • Most Non-Hispanic Black Immigrants Come from the Caribbean Region
   • Table 2-10: Immigration from African and Caribbean Countries: by Region and Country, 1971-1980, 1981-1990, 1991-1998
   
   Geographic Distribution
   • Most Blacks Live in the South
   • Table 2-11: African American Population: by Region of Residence, 2000
   • African Americans More Urban than General Population
   • Table 2-12: African American Population: by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
   • Majority of Black Population Found in Just Eight States
   • Table 2-13: States with Largest African American Populations, 2000
   • Southern States Have Highest Percent of Blacks
   • Table 2-14: States with Highest Percent of African Americans, 2000
   • Blacks Form Higher Proportion of Southern Population
   • Table 2-15: African American Population: by Percent of Total Population in Region of Residence, 2000
   • Florida Gained Most African Americans
   • Table 2-16: States with Largest Growth in African American Populations, 1990 vs. 2000
   • States with Small African American Populations Show High Growth Rates
   • Table 2-17: States with Fastest Growing African American Populations, 2000
   • Most Multiracial African Americans Live outside the South
   • Table 2-18: Self-Identified Multiracial African Americans: by Region of Residence, 2000
   • Western States Have High Percent of Multiracial People
   • Table 2-19: States with Highest Percent of Self-Identified Multiracial People in African American Population
   • Table 2-20: States with Lowest Percent of Self-Identified Multiracial People in African American Population
   
   Age and Gender
   • African Americans Younger than Average
   • Table 2-21: Percent of Population Under Age 18: African Americans vs. OtherPopulation Groups
   • Table 2-22: Population by Age Group: African Americans vs. Other Population Groups, 2000
   • Women Form Above-Average Percent of African American Population
   • Table 2-23: Population by Gender: African Americans vs. Other Population Groups, 2000
   
   Household and Family Structure
   • Marriage Less Common
   • Table 2-24: Marital Status of the Population 18 Years and Over: African Americans vs. Other Population Groups, 2001
   • Single Women Key Household Type
   • Table 2-25: Household Type: African Americans vs. Other Population Groups, 2001
   • Working Wives Common
   • Table 2-26: Primary Family Type: African Americans vs. Other Population Groups, 2001
   • African American Families Larger than Average
   • Table 2-27: Size of Family: African Americans vs. Other Population Groups, 2001
   
   Economic Status
   • Per Capita Income of Blacks Shows Above-Average Increase
   • Table 2-28: Per Capita Income: African Americans vs. Other Population Groups, 1980-2000
   • Table 2-29: Mean and Median Income of People 15 Years and Over: African Americans vs. Other Population Groups, 2000
   • Nearly 2 Million African Americans Earn $50,000 or More Annually
   • Table 2-30: Earnings of Full-Time, Year-Round Workers 15 Years and Over: African Americans vs. Other Population Groups, 2000
   • Household Income Lower than Average
   • Table 2-31: Mean Household and Family Income: African Americans vs. Other Population Groups, 2000
   • Table 2-32: Total Money Income of Households: African Americans vs. Other Population Groups, 2000
   • But Married-Couple Families Display Healthy Economic Profile
   • Table 2-33: Total Money Income of Families by Type: African Americans vs. Other Population Groups, 2000
   • Majority of Black Families Are Homeowners
   • Table 2-34: Size of Family: African Americans vs. Other Population Groups, 2000
   
   Employment and Occupational Status
   • Blacks as Likely to Work at Full-Time Jobs
   • Table 2-35: Work Experience of the Civilian Population 15 Years and Over: by Sex: African Americans vs. Other Population Groups, 2000
   • Employment Patterns Differ
   • Table 2-36: Employment Status: Public vs. Private Sector: African Americans vs. Other Population Groups, 2001
   • Nearly 3.7 Million African Americans Employed as Managers or Professionals
   • Table 2-37: Occupation of Longest Job in 2000 of People 15 Years Old and: Over: African Americans vs. All People
   
   Educational Attainment
   • More than 40% of African Americans Have Attended College
   • Table 2-38: Educational Attainment of the Population 25 Years and Over: African Americans vs. Other Population Groups, 2001
   • College Enrollment Continues to Grow
   • Table 2-39: Enrollment of Persons in 2-Year and 4-Year Colleges: by Race and Ethnicity, Selected Years, 1970-1999
   • Educational Attainment Shows Dramatic Improvement
   • Table 2-40: Educational Attainment of African Americans Age 25 and Over, 1970-2001
   
   Health Status
   • Health Concerns Significant
   • Table 2-41: Death Rates from Coronary Heart Disease and Stroke: African Americans vs. Other Population Groups, 1998
   • Table 2-42: Infant Mortality Rates: African Americans vs. Other Population Groups, 1998
   • Table 2-43: Percent of AIDS Cases Diagnosed: African Americans vs. Other Population Groups, 1997-1999
   • Health Insurance Coverage Remains an Issue
   • Table 2-44: Percentage of Population without Health Insurance Coverage: African Americans vs. Other Population Groups, 1998-1999
   • Attitudes toward Personal Health Vary
   • Table 2-45: Attitudes toward Personal Health: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   
   Political and Social Values
   • African Americans See Selves as Politically Liberal
   • Table 2-46: Political Views: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Table 2-47: Political Views: African Americans vs. Other Population Groups, 2001
   • African Americans Affiliate with Democratic Party
   • Table 2-48: Party Identification: African Americans vs. Other Population Groups, 2001
   • Table 2-49: Voting Behavior: African Americans vs. Other Population Groups, 2001
   • Blacks Ascribe to Conservative Social Values
   • Table 2-50: Selected Social Values: African Americans vs. Other Population Groups, 2001
   • African Americans Place High Value on Family
   • Table 2-51: Attitudes toward Family: African Americans vs. Other Population Groups, 2000
   • African Americans More Religious than Others
   • Table 2-52: Importance of Religion in Everyday Life: African Americans vs. Other Population Groups, 2001
   • Table 2-53: Attitudes toward Religions: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Most African Americans Are Protestants
   • Table 2-54: Religious Preferences: African Americans vs. Other Population Groups, 2001
   • Evangelical Christians Large Segment of African American Population
   • Table 2-55: Affiliation with Evangelical Christianity: African Americans vs. Other Population Groups, 2001
   
   Demographic Profile of African American Men
   • African American Men Least Likely to Be Married
   • Table 2-56: Marital Status of Males 18 Years and Over: African Americans vs. Other Population Groups, 2001
   • Number of College Graduates Exceeds 1.4 Million
   • Table 2-57: Educational Attainment of Males 25 Years and Over: African Americans vs. Other Population Groups, 2001
   • Education Improves Earnings Capacity of Black Men
   • Table 2-58: Mean Earnings of Full-Time, Year-Round Male Workers 25 Years and Over: African Americans vs. Other Population Groups, 2001
   • Table 2-59: Earnings of Full-Time, Year-Round Male Workers 25 Years and Over: African Americans vs. Other Population Groups, 2000
   • Full-Time Jobs Less Common
   • Table 2-60: Work Experience of the Male Civilian Population 15 Years and Over: African Americans vs. Other Population Groups, 2000
   • African American Male Managers and Professionals Total 1.4 Million
   • Table 2-61: Occupation of Employed Males 15 Years and Over: African Americans vs. Other Population Groups, 2000
   
   Demographic Profile of African American Women
   • Marriage Less Likely
   • Table 2-62: Marital Status of Females 18 Years and Over: African Americans vs. Other Population Groups, 2001
   • Childbearing Patterns Differ
   • Table 2-63: Distribution of 15- to 44-Year-Old Women: by Marital Class, Number of Children Ever Born, Age, Race, and Hispanic Origin, 2000
   • More than 40% of Black Women Have Attended College
   • Table 2-64: Educational Attainment of Females 25 Years and Over: African Americans vs. Other Population Groups, 2001
   • African American College Women Outpace African American Men
   • Table 2-65: Enrollment of Persons in 2-year and 4-year Colleges: by Race and Ethnicity, Selected Years, 1970-1999
   • College-Educated Black Women Eliminate Earnings Gap
   • Table 2-66: Mean Earnings of Full-Time, Year-Round Female Workers 25 Years and Over: African Americans vs. Other Population Groups, 2001
   • Table 2-67: Mean Earnings of Full-Time, Year-Round African American Workers 25 Years and Over with Bachelor’s Degree or Higher: Males vs. Females, 2001
   • African American Women More Likely to Have Full-Time Jobs
   • Table 2-68: Work Experience of the Female Civilian Population 15 Years and Over: African Americans vs. Other Population Groups, 2000
   • One in Four Black Women Has Managerial or Professional Job
   • Table 2-69: Occupation of Employed Civilian Females 15 Years and Over: African Americans vs. Other Population Groups, 2001
   • More than One Million Black Women Earn $50,000 or More
   • Table 2-70: Earnings of Full-Time, Year-Round Female Workers 25 Years and Over: African Americans vs. Other Population Groups, 2000
3. Survey of the African American Market
   Market Trends
   • African American Consumer Expenditures Are Growing at Above-Average Rate
   • Table 3-1: Growth in Aggregate Annual Expenditures: African American vs. Non-Hispanic White Consumer Units, 1995-1999
   • African American Market Remains an Urban Market
   • Table 3-2: Metropolitan Areas with Largest African American Populations, 2000
   • South Increasingly a Magnet for Northern Blacks
   • Table 3-3: African American Population: by Region of Residence, 2000
   • African Americans Continue to Move to Suburbs
   • Table 3-4: African American Population: Metropolitan vs. Non-Metropolitan Residence, 1990-2000
   • Table 3-5: Growth in African American Population: Metropolitan vs. Non-Metropolitan Residence, 1990-2000
   
   Affluent African American Market Segment
   • Affluent African Americans Represent Major Market
   • Table 3-6: Aggregate Income of African American Males 15 Years and Over with Incomes of $40,000 or More, 2000
   • Table 3-7: Aggregate Income of African American Females 15 Years and Over with Incomes of $40,000 or More, 2000
   • Table 3-8: Aggregate Income of African Americans 15 Years and Over with Incomes of $40,000 or More, 2000
   • Income of Affluent African American Families Nears $200 Billion
   • Table 3-9: Aggregate Income of African American Families with Incomes of $65,000 or More, 2000
   • Nearly All Affluent Families Live in Metropolitan Areas
   • Table 3-10: African American Families with Incomes of $65,000 or More: by Urban vs. Rural Location of Residence, 2000
   • Central Cities Claim Many Affluent Black Families
   • Table 3-11: African American Families with Incomes of $65,000 and Over Residing in Metropolitan Areas: Inside vs. Outside Central Cities, 2000
   • African American Boomers Head Most Affluent Families
   • Table 3-12: African American Families with Incomes of $65,000 and Over: by Age Group, 2000
   • Dual-Income, Married-Couple Families Predominate
   • Table 3-13: African American Families with Incomes of $65,000 and Over: by Type of Family, 2000
   • Children Less Common in Affluent Families
   • Table 3-14: African American Families with Incomes of $65,000 and Over: by Presence of Related Children under 18 Years, 2000
   • Affluent Families with Children Same Size as Lower-Income Families
   • Table 3-15: African American Families with Incomes of $65,000 and Over with Children under 18 Years, 2000
   • But Majority of High-Income Black Couples Have Children
   • Table 3-16: African American Couples with Incomes of $65,000 and Over: by Marital Status and Presence of Children under 18 Years, 2000
   • 1.9 Million African American Kids Live in Affluent Families
   • Table 3-17: African American Families with Incomes of $65,000 or More: by Number of Children under 18 and Size of Family: 2000
   • Dual-Income Couples with Children Represent Major Market
   • Table 3-18: Dual-Income African American Married Couples with Children under 18 Years: by Work Experience and Mean Income Level, 2000
   • Table 3-19: Dual-Income African American Married Couples with Children under 18 Years: by Number of Children, Work Experience and Mean Income Level, 2000
   • Black Dual-Income Married Couples without Children Have Aggregate Income Exceeding $80 Billion
   • Table 3-20: Dual-Income African American Married Couples without Children under 18 Years: by Work Experience and Mean Income Level, 2000
   • Income of Black Managers and Professionals Nears $150 Billion
   • Table 3-21: Aggregate Income of African Americans with High-Paying Occupations: by Occupation, 2000
   • Affluent Black Suburban Families Earn over $100 Billion Annually
   • Table 3-22: Mean and Aggregate Income of Suburban African American Families with Incomes of $65,000: by Size of Metropolitan Area and Income Level, 2000
   • High-Income Central City African American Families Have Substantial Aggregate Income
   • Table 3-23: Mean and Aggregate Income of Central-City African American Families with Incomes of $65,000: by Size of Metropolitan Area and Income Level, 2000
   • Income of Affluent Black Singles Exceeds $40 Billion
   • Table 3-24: Aggregate Income of African Americans Living Alone with Incomes of $40,000 or More, 2000
   • Most Affluent Black Singles Are in Their 30s and 40s
   • Table 3-25: African Americans Living Alone with Incomes of $40,000 or More: by Age Group, 2000
   
   African American Women Market Segment
   • Black Single Moms Have Income of $67.4 Billion
   • Table 3-26: Aggregate Income of African American Single Mothers: by Number and Age of Children, 2000
   • Young Black Single Women Represent Prime Consumer Market
   • Table 3-27: Aggregate Income of African American Women Living Alone: by Age Group, 2000
   • Mean Income of Affluent Single Black Women Tops $61,000
   • Table 3-28: Aggregate Income of African American Women Living Alone with Incomes of $40,000 or More, 2000
   • Younger Single Black Women Succeed Faster
   • Table 3-29: African American Women Living Alone with Incomes of $40,000 or More: by Age Group, 2000
   • Black Female Managers and Professionals Have Aggregate Income of $71.3 Billion
   • Table 3-30: Aggregate Income of African American Women with High-Paying Occupations: by Occupation, 2000
   
   Size of the Market
   • Buying Power Used to Assess African American Market
   • Buying Power of African Americans Totals $527.2 Billion
   • African American Consumer Units Account for Major Share of Consumer Expenditures
   • African Americans Represent $57 Billion Food-and-Beverage Market
   • Table 3-31: Estimated Annual Expenditures for Food and Beverages by African American Consumer Units, 2001
   • Expenditures for Household Furnishings and Equipment Near $14 Billion
   • Table 3-32: Estimated Annual Expenditures for Household Furnishings and Equipment by African American Consumer Units, 2001
   • African Americans Spend $13.4 Billion on Telephone Services
   • Table 3-33: Estimated Annual Expenditures for Selected Categories of Household Operations and Housekeeping Supplies by African American Consumer Units, 2001
   • African Americans Buy More than $32 Billion Worth of Apparel and Footwear
   • Table 3-34: Estimated Annual Expenditures for Apparel and Footwear by African American Consumer Units, 2001
   • Auto Sales to African Americans Exceed $33 Billion
   • Table 3-35: Estimated Annual Expenditures for Transportation by African American Consumer Units, 2001
   • Drugs and Medical Supplies Equal $4 Billion Market
   • Table 3-36: Estimated Annual Expenditures for Health Care by African American Consumer Units, 2001
   • Blacks Key Segment of Market for Personal-Care Products
   • Table 3-37: Estimated Annual Expenditures for Selected Personal Products and Services by African American Consumer Units, 2000
   • African Americans Major Buyers of Home Electronics
   • Table 3-38: Estimated Annual Expenditures for Entertainment by African American Consumer Units, 2001
   
   Growth of the Market
   • Buying Power of Affluent African Americans Will Reach $292.4 Billion in 2006
   • Table 3-39: Projected Growth in Buying Power of Affluent African Americans, 2001-2006
   • Buying Power of African American Women Totals $259.4 Billion
   • Table 3-40: Projected Growth in Buying Power of African American Women, 2001-2006
   • African American Market Will Total $682.5 Billion
   • Table 3-41: Projected Growth in Buying Power of African Americans, 2001-2006
4. Consumer Behavior
   Shopping Behavior and Buying Style
   • African American Shoppers Have Distinct Profile
   • Table 4-1: Shopper Profiles: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Research Suggests African Americans Count on Brands
   • Many African American Shoppers Affected by Cultural Cues
   • African Americans Highly Style Conscious
   • Table 4-2: Importance of Keeping in Style: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • African American Women More Likely to Seek to Stay in Fashion
   • Table 4-3: Importance of Keeping in Style: Non-Hispanic Black Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
   • African American Men More Attuned to Style than White Men
   • Impulse Buying Seen More Likely
   • Table 4-4: Spur-of-the-Moment Buying: Non-Hispanic Blacks vs. Non- Hispanic Whites, Spring 2001
   • African American Women More Likely to Buy on Spur of Moment
   • Table 4-5: Spur-of-the-Moment Buying: Non-Hispanic Black Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
   • Study Shows Black Shoppers Read Supermarket Shelf Labels More Carefully
   • Black Consumers Have Positive Views of Advertisements
   • Table 4-6: Attitudes toward Advertising: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Table 4-7: Advertising Receptivity: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Ads Influence Black Grocery Shoppers More
   • African American Kids Have More Influence on Parental Buying Decisions
   • Table 4-8: Influence of Kids on Family Buying Decisions: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • African American Women Shoppers Most Influenced by Kids
   • Table 4-9: Influence of Kids on Family Buying Decisions: Non-Hispanic Black Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
   • African American Moms Shop Alone
   
   Consumer Expenditure Patterns
   • African American Consumer Units Have Distinct Characteristics
   • Table 4-10: Characteristics of Consumer Units: African American vs. Other Consumer Units, 1999
   • Consumer Expenditure Patterns Reviewed
   • Table 4-11: Annual Expenditures of Consumer Units: African American vs. Non-Hispanic White: by Percent of Total Expenditures Allocated to Selected Expenditure Categories, 1999
   • African American Consumers Favor Meat and Fish
   • Table 4-12: Annual Expenditures for Food and Beverages: African American vs Other Consumer Units, 1999
   • Spending on Laundry and Cleaning Supplies Higher than Average
   • Table 4-13: Annual Expenditures for Household Supplies, Furnishings, and Equipment: African American vs. Other Consumer Units, 1999
   • African Americans Spend the Most on Telephone Services
   • Table 4-14: Annual Expenditures on Telephone Services: African American vs. Other Consumer Units, 1999
   • African Americans Lead Consumer Spending on Footwear
   • Table 4-15: Annual Expenditures for Apparel: African American vs. Other Consumer Units, 1999
   • Black Women Include More Big Spenders on Apparel
   • More Spent on Used Vehicles
   • Table 4-16: Annual Expenditures for Transportation: African American vs. Other Consumer Units, 1999
   • Health-Care Expenditures Lag
   • Table 4-17: Annual Expenditures for Health Care: African American vs. Other Consumer Units, 1999
   • Personal-Care Products Spending Matches National Average
   • Table 4-18: Annual Expenditures for Personal-Care and Other Personal Products and Services: African American vs. Other Consumer Units, 1999
   • Personal Electronics Equipment Has High Priority for Black Consumers
   • Table 4-19: Annual Expenditures for Entertainment: African American vs. Other Consumer Units, 1999
   • Table 4-20: Electronics Equipment Purchasing Decisions: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Interest in Stocks on the Rise
   • Book Purchases Increase
   • Travel by African Americans Registers Sharp Gain
   
   African Americans and the Internet
   • Computer Ownership by African Americans Increases at Above-Average Rate
   • Table 4-21: Percent of U.S. Households with a Computer: by Race and Hispanic Origin, December 1998 vs. August 2000
   • Internet Access Doubles
   • Table 4-22: Percentage of U.S. Households with Internet Access: by Race and Hispanic Origin, December 1998 vs. August 2000
   • Number of African American Internet Users Nears 10 Million
   • Table 4-23: Internet Use by Individuals Age 3 and Over: African Americans vs. Other Population Groups, December 1998 vs. August 2000
   • Black Online Population Younger than Average
   • Table 4-24: Internet Use by Age Group: African Americans vs. Other Population Groups, December 1998 vs. August 2000
   • Women Drive Growth in Black Internet Population
   • African Americans See Internet as Key to Children’s Future
   • Table 4-25: Internet Use by 3- to 8-Year-Olds: African Americans vs. Other Population Groups, December 1998 vs. August 2000
   • Table 4-26: Internet Use by 9- to 17-Year-Olds: African Americans vs. Other Population Groups, December 1998 vs. August 2000
   • African American Internet Users Expected to Continue to Grow
   • Table 4-27: Access to Online Services: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Blacks More Likely to Access Internet outside the Home
   • Table 4-28: Usage of Online Services: by Location of Access: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • African Americans Less Likely to Be Heavy Internet Users
   • Online Shopping Has Low Priority for Most African American Internet Users
   • Table 4-29: Use of Online Services: by Type of Use: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • But Experienced African American Internet Users Shop Online More
   • African Americans Prefer Specialized Web Sites
5. Media
   Print
   • Newspaper Readership Increases among African Americans
   • African Americans Look to Magazines
   • Table 5-1: Magazine Involvement: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Blacks Highly Positive toward Magazines
   • Table 5-2: Attitudes toward Magazines: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Ad Spending in Black Consumer Magazines Defies Slowing Economy
   • Essence Expands Brand
   • Heart & Soul and Honey Take on Essence
   • Black Enterprise Serves African American Executives
   • Time Targets African Americans
   • Savoy Aims at Affluent African Americans
   
   Television
   • African Americans Watch More Television than Other Groups
   • Black Cable Subscribers Subscribe More to Premium Cable Services
   • Research Suggests Blacks Less Involved with TV
   • Table 5-3: Television Involvement: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Table 5-4: Attitudes toward Television Programming: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Daytime TV Favored
   • Table 5-5: Network Television Viewed: by Time of Day: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Wide Variety of Shows Viewed
   • Table 5-6: Types of Network Primetime Shows Viewed: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Table 5-7: Types of Syndicated Shows Viewed: Non-Hispanic Blacks vs. Non- Hispanic Whites, Spring 2001
   • Table 5-8: Types of Network Daytime Shows Viewed: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • African Americans View TV Advertising as Positive
   • Table 5-9: Attitudes toward Television Advertising: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • UPN and WB Are Favorite Primetime Networks
   • Table 5-10: Networks Viewed in Primetime: Non-Hispanic Blacks vs. Non- Hispanic Whites, Spring 2001
   • Viacom Buys Into African American Cable TV Market
   • Start-Ups Fail to Topple BET from Cable Dominance
   
   Radio
   • African Americans Listen to Radio More
   • Table 5-11: Attitudes toward Radio: African Americans vs. Non-Hispanic Whites, Spring 2001
   • African Americans Prefer Specific Radio Formats
   • Table 5-12: Preferred Radio Formats: Non-Hispanic Blacks vs. Non-Hispanic Whites, Spring 2001
   • Urban Radio Format Gains New Respect from Advertisers
   • Radio One Builds National Platform
   • ABC Radio Teams with Radio One to Expand Reach of Urban Advantage Network
   
   New Media
   • More African Americans Look to Internet as News Source
   • African Americans Seek Sense of Community Online
   • BlackVoices.com Provides Virtual Community for African Americans
   • NetNoir Connects People to African American Culture and Lifestyle
   • BlackPlanet.com Offers Community Experience
   • NiaOnline Speaks to African American Women
6. Overview of Marketing, Promotional, and Advertising Strategies
   Marketing Fundamentals
   • African American Marketing Should Be Year-Round Process
   • Strong Internal Review Process Recommended
   • Many African American Marketing Strategies Focus on Women
   • Proper Segmentation of African American Women’s Market Seen as Vital
   • African American Men Require Special Marketing Approach
   • Black Boomers Respond to Different Marketing Messages
   • Marketers Advised to Pay Attention to Affluent African Americans
   • Urbanites at Core of African American Market
   • Affluent Black Suburbanites Maintain Urban Orientation
   
   Marketing and Promotional Approaches
   • Community-Based Marketing Important
   • Successful Marketing Programs Give Back to the African American Community
   • Marketers Turn to Black Churches
   • Street Marketing Teams Are Vital Component of Strategies
   • Coupons Work When Customized to Black Consumers
   • Retailers Adjust Inventory to Attract African American Shoppers
   • Research Offers Suggestions to Grocery Chains on Marketing to African Americans
   
   Advertising Strategies and Campaigns
   • Research Shows African American Adults Prefer Ordinary People in Ads
   • But Black Celebrities Appear More Frequently in Ads Targeting Younger African Americans
   • Bud Light Joins with Cedric “The Entertainer”
   • Kobe Bryant Featured in McDonald’s Ad Campaign
   • Doublemint Campaign Features Williams Sisters
   • Spike Lee Targets Affluent African Americans for Jaguar
   • DaimlerChrysler Campaign Directed at African American Moms
   • State Farm Reaches Out to African Americans
   • Southwest Airlines Ads Target African Americans and General Market
7. Case Studies of Companies Marketing to African Americans
   Alcoholic Beverages
   • Heineken and Corona Compete for African American Market
   • Coors Looks to African American Market
   • Paul Masson Brandy Relates to Both Black and White Consumers
   
   Automotive
   • Jaguar Reaches Out to Affluent African Americans
   • Other Luxury Car Makers Target Affluent African Americans
   • DaimlerChrysler Takes Steps to Attract African Americans
   
   Financial Services
   • Bank of America Looks to African Americans in Ethnic Marketing Campaign
   • Investment Firms Focus on African American Investors
   
   Food and Beverages
   • Packaged-Foods Companies Court African American Market
   • Wrigley’s Appeals to African Americans with Doublemint Campaign
   • Pepsi and Coke Battle for the Urban Market
   
   Restaurants
   • Restaurant Promotions Target African Americans
   • McDonald’s Reaches Out to African Americans All Year Long
   • AFC Launches Education Initiatives Directed at African Americans
   • Denny’s Sponsors Essay Contest
   • Burger King Looks to African Americans to Succeed
   
   Retail
   • Sears Caters to Urban Population
   • Kmart Committed to African American Community
   
   Other
   • Telecommunications Companies Court African Americans
   • Greeting Card Companies Compete for African American Market
   • Gateway Reaches Out to African American Community
   • Major Publishers Launch Black Imprints
   • Mainstream Multinationals Acquire Stake in Ethnic Hair-Care Market
   
   Appendix I: Examples of U.S. African American market advertising
   Appendix II: Addresses of Selected U.S. African American Market Resources
   • Advertising/Marketing Agencies
   • Market Research Companies
   • Publications
   • Other Media
   • Organizations