People who identify as African American made up 13.2% of the U.S. population—over 41.7 million people. The U.S. Census Bureau projects that there will be 74.5 million African Americans (including those who identify with more than one race) in the United States by the year 2060—making up over 17.9% of the total U.S. population.
With a current buying power of $1 trillion (forecasted to reach $1.3 trillion by the year 2017* ), African-American consumers are more important than ever to your business’s success. As detailed in a new Nielsen report, and in collaboration with the National Newspaper Publishers Association (NNPA), African-American consumers are notably distinct from other consumer groups. Our AdConnects team can help you reach this group in a way that addresses their needs and forms long-lasting brand associations.
These 43 million African-American consumers behave differently than the market at large. For example, this group shops more frequently and consumes media with more intensity than others. On average, African Americans watch more television (37%), make more shopping trips (eight), purchase more beauty and grooming products (nine times more than average), read more financial magazines (28%), and spend more than twice the time at personally-hosted websites than any other group.