African-American Consumers: The Untold Story
Black consumers make up a diverse group of trendsetters, education enthusiasts, media influencers, social activists and content creators. Making gains and upending outdated stereotypes on multiple fronts - from education to income to social media and civic engagement - the African-American story continues to evolve as Black consumers leave an indelible footprint on today’s rapidly changing mainstream. African-Americans are indeed increasingly affluent, influential and culturally diverse - and savvy marketers and businesses are taking notice.
The youth and vitality of Black consumers, bolstered by an increase of affluent and educated immigrants, is amplifying buying power and expanding influence across a wide spectrum of services and goods in the U.S. mainstream. Nielsen’s latest report on African-American consumers – Increasingly Affluent, Educated and Diverse – explores the most current research on Blacks’ media consumption and buying habits and consumers trends. Here’s a snapshot of The Untold Story of African-American consumers:
BLACKS AND EDUCATION
African-American consumers are ambitious when it comes to education! Blacks are making progress in STEM (science, technology, engineering and mathematics) careers. Rising education rates for young Blacks and inroads into STEM professions will fuel income increases and help secure a place in the future U.S. workforce.
Today’s Black population in the U.S. has experienced an increase in immigrant diversity. Black immigrants now account for 8.7% of the nation’s black population, nearly triple their share in 1980. Enriching the cultural mix of U.S. Blacks and contributing to an overall rise in consumer education and affluence.
The average age of African-Americans is 31.4 years old, compared to 36.7 years for the total population. With a combination of youth and rising cultural influence, African-Americans continue to create mainstream trends in music, television, movies and more: Black consumers are youthful influencers indeed.
STRONG CULTURAL CONNECTIONS
Anchored by rich a heritage and custom, African-Americans believe in strong cultural connections. 40% of Blacks expect brands to support social causes; there is an expectation for the brands purchased to reflect values. Black consumers’ buying patterns showcase a focus on family and cooking ingredients tied to cultural traditions.
We encourage you to read Nielsen’s latest report, Increasingly Affluent, Educated and Diverse – African-American Consumers: The Untold Story 2015 Report. Click here to download your copy.
Get to know Nielsen
Nielsen is a leading global provider of information and insights into what consumers watch, listen to and buy. What does this mean exactly? Nielsen’s business is understanding people. We measure consumer trends – what people buy, what media they watch, what digital media they consume and much more.
September 17 | Washington, DC
Rev. Jacques DeGraff, co-chair of Nielsen’s African American Consumer Advisory Council, addresses audience at Nielsen media briefing for the release of the 2015 African-American Consumer Report held during the Congressional Black Caucus annual meeting.
August 18 | Dallas, TX
Continuing its push to empower consumers, Nielsen stopped by the 3-day family friendly festival, MegaFest in Dallas, TX. Candace Barber, Nielsen’s Senior Event Manager, Community Alliance and Consumer Engagement, talked about the value and power of the African-American consumer.
August 15 | Los Angeles
Let’s walk for education! During the UNCF’s annual fundraiser, members of the Nielsen team shared insights on being a #ConsciousConsumer and discussed the importance of participating in Nielsen studies.
July 29 | Miami, FL
Over 300 multicultural women in media and communications kicked-off the second annual Color Comm Conference (C2), in Miami. C-Suite and Director level executives shared their experiences as women of color in the workplace during an enlightening conversation sponsored by Nielsen.
July 24 | Brooklyn, NY
Nielsen participated in New York City’s largest Hip-Hop cultural event, the Brooklyn Hip Hop Festival. Attendees of the fest stopped by the Nielsen Lounge, jammed to a little karaoke fun and departed understanding the importance of being a Conscious Consumer.
|American Courage Awards/Asian Americans Advancing Justice||10/1/2015||Washington, DC|
|Sophisticates Luncheon at the Latino Fashion Week/Nueva Latina Estrella Award Ceremony||10/1/2015||Chicago|
|Kiwanis Little Havana Foundation/Annual Gala||10/2/2015||Miami|
|Latino Heritage, Inc./Latino Heritage-Los Angeles-Community Event||10/3/2015||Los Angeles|
|National Latino Education Institute/Hispanic Heritage Month Celebration||10/5/2015||Chicago|
|National Hispanic Foundation for the Arts/Annual Gala||10/6/2015||Washington, DC|
|Hispanic Scholarship Fund/Annual Gala||10/7/2015||New York|
|Society of Asian Scientists and Engineers/Annual Conference||10/8/2015-10/15/2015||Houston|
|Girls Today Women Tomorrow /Annual Luncheon||10/9/2015||Los Angeles|
|Chicago Latin Community Meeting||10/9/2015||Chicago|
|Society of Asian Scientists and Engineers/Annual Conference Leadership: Confidence, Courage, Commitment||10/9/2015||Houston|
|16th Annual Rainbow PUSH Global Automotive Summit, Leadership Town Hall Panel Discussion, Raising Our Voices on Systemic Structural Inequalities in Corporate America||10/9/2015||Detroit|
|Imagen Foundation/Most Powerful & Influential Latinos||10/14/2015||Los Angeles|
|Asian Americans Advancing Justice-Los Angeles/ Annual Gala||10/15/2015||Los Angeles|
|America Economica/The Make Up of The Hispanic Market in the U.S||10/16/2015||Miami|
|Los Angeles Sentinel/Taste of Soul||10/17/2015||Los Angeles|
|People en Espanol||10/17/2015||New York|
|Better Government Association/Annual Luncheon||10/19/2015||Chicago|
|The American Advertising Federation of Miami/New Hispanic Report||10/21/2015||Miami|
|National Association of Hispanic Publications/Annual Conference||10/20/2015||Dallas|
|Hispanic Federation/Night of 1000 Friends||10/22/2015||New York|
|Thirteenth Annual Hispanic TV Summit/Who’s Watching What, and Where Are They Watching?||10/22/2015||New York|
|The Federal Reserve Bank of New York/Hispanic Heritage Month Event Sí, Se Puede: The Current Economic Opportunities and Barriers Facing Latinas in the United States||10/22/2015||New York|
|Asian Real Estate Association of America/National Convention||10/23/2015||San Francisco|
|Allegiance Party with George Takei/Asian American Legal Defense||10/29/2015||New York|
|Latinos in Tech Innovation and Social Media (LATISM), LATISM’15: The State of the Social Latino||10/29/2015||Washington, DC|
|Asian Pacific Islander American Scholarship Foundation/Benefit Gala||10/29/2015||Washington, DC|
|YWCA/Annual Leader Luncheon||10/30/2015||Chicago|
|Salvadoran American Leadership & Educational Fund/Annual Gala||10/30/2015||Los Angeles|
See Nielsen's Full-page ad in ESSENCE Magazine (September Edition)
Tune-in to AM Drive Radio and hear Nielsen ads on Tom Joyner Morning Show, Steve Harvey Morning Show and The Yolanda Adams Morning Show
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Check out the top shows Black households are watching here.
INCREASINGLY AFFLUENT, EDUCATED AND DIVERSE:
AFRICAN AMERICAN CONSUMERS:
The Untold Story
|BLACK INFLUENCE GOES MAINSTREAM IN THE U.S.||View|
|A SPRAWLING EMPIRE: HOW FOX’S HIT TV SHOW AFFECTS MUSIC||View|
|Hip-Hop Nation: How the Genre Is Turning It Up in 2015||View|
|State of the Media: Audio Today-A Focus on Black and Hispanic Audiences||View|
|The Multicultural Edge: The Rising Super Consumer||View|
|MULTIFACETED CONNECTIONS: African-American Media Usage Outpaces Across Platforms||View|