Nielsen African American Consumer Report Sept 2013

7/27/2019 Nielsen African American Consumer Report Sept 2013

http://slidepdf.com/reader/full/nielsen-african-american-consumer-report-sept-2013 1/32

Resilient,Receptive

and RelevantThe AfricAn-AmericAn consumer

2013 report

Voice o the Blackcommunity

Diverse intelligence insights series


http://slidepdf.com/reader/full/nielsen-african-american-consumer-report-sept-2013 2/32Resilient, Receptive and Relevant: The African-American Consum

ns d n nwspp Pbss ass v

s bd s ps dp

p aa s spssd b

s pd . t ps v b wd

spd, ds s d xsv ss, d,

ds d pspvs b pp s d bds

w s d s. B s ps

w s ds d w v s pd

ss ss, w w, w v, w

pw s d p p v. W pd bd ns d nnPa ss v vzd

ps d ss d bv d wd

v aa s d p

u.S. p. W pd ps Resilient, Receptive and

Relevant African-American Consumer 2013 Report.

SuSan Whiting cloVeS camPBell cheryl PearSon-mcneil

cloVeS camPBellchair, national neWSPaPerPuBliSherS aSSociation

cheryl PearSon-mcneilSVP, PuBlic aairS anDgoVernment relationS,nielSen

SuSan WhitingVice chair, nielSen


http://slidepdf.com/reader/full/nielsen-african-american-consumer-report-sept-2013 3/32Copyright © 2013 The Nielsen Company

c o n t e n t seXecuTiVe summArY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

secTion i

Dps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

secTion ii

B . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

secTion iii

W . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

secTion iV

advs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27



executive summaRy ns’s d p aa ss vs Bs’ ps bvs

d vw ps dd d t m pp. cps d

s s sbs s w s p s p

bd’s b w b dsd s q d

dp, spp, b, vw, d, d b ds.1 dsd

vs s d d ds within pp s s ss s

w w xz bsss pps.

Dsp s p s, Bs v sw s b

psv s ss. B b pw s s, s s $1

v sd $1.3 b 2017.2 t pp w d ss

d s s aas’ s pw.nb s p d w:

• W B d s ds B ,

B w d ds pw s v d pssv s

d, p, d bsss wsp.

• t vs s s , dd B psss d

S. ms v pp dvp “s s” w

10 aas 10 s s.

• W b pv w pds, Bs 18% ds

s bds d sw s sp db s s s e

h d B ads, w spd s ps.

• b, is, d tw ed d c wbss, BbBlc.

v, d g md nw, bsp pvds ps

Bs s.

• n p ws vs aas (37% ) w v

wd p ds dvs s d ss. B w w

vs ps.

• o $75 b sp vs, z, , d d dvs, $2.24

b ws sp w d sd B ds. B bssss, s

d d ws w s dsp s s v v, sp ps d bv ds B s.

1 t m: rs s ps, nhsp Ws, hsps, assd a as

2S c e gw, 2012



i d’s wd, p s . i d

ps w ss, s dsd w

ss d pds ds d v s

p. t s w a, d

p w s aa . t

aa s 13.8% ud Ss

pp d s w. t B pp w 64% s

s s 2010, ss 43

pp; s ds dvds w B d . t

B pp s s ud Ss s

hsp s d, .

YOUng MAinstreAM inFlUencers

advss d s w v ss w

p sbs sps w bds w

d B pp pp dp p. t

B pp, v, s s ps,

w v 35, pd 38. m pp, 53%, s d 35, pd 47% t

m pp. kw s dps w s d

s, aas bd

pvd s bs bds – s s. o

dp ss v dd Bs s dv

pp , w 73% Ws d 67% hsps w bv

Bs s a *.

secTion one:

demoGRapHics

*S: B 40, 2011.

73%OF whites

67%believe blAcks inFlUence

MAinstreAM cUltUre

OF hispAnics



Black population Breakout By age

Age rAnge % OF blAcks% OF tOtAl

pOpUlAtiOn

017 28% 24%

1834 25% 23%

3544 14% 13%

4564 24% 26%

65+ 9% 14%

S: ns Pps P, 2013 pd

blAck wOMen: eDUcAteD, AccOMplisheD

bUsiness Owners

W aa d s

pvds B sds, ps s w

aa ss w p s w,w ps 54% d B pp. B w hd

hsds ps 29% B sds, pd 20%

v pp. W 43% spd

pw B pp. ed ps

pw B w. t b aas w pd

sd b p bw 1990, w 11% a

as pd ; d 2010 w 20% d d s.3 B

w p v d sss s 21% v d

B’s D , pd 16% B .4 ts

s d s sd 23% B w

w w , s $50,000 , d s ssd , dd B w d s

s d v d.5

Black population Breakout By gender

AFricAn-AMericAns % FeMAle % MAle

t ads (18+) 54% 46%

1834 51% 49%

3564 54% 46%

65+ 61% 39%


3S c e gw, 20124u.S. css B, 2011 a c Sv5Black Still Matters in Marketing , Ppp m, 2012

53%OF blAck pOpUlAtiOn is

UnDer the Age OF 35

54%OF ADUlt blAck pOpUlAtiOn

is FeMAle

52%OF eMplOYeD blAcks Are

FeMAle



t pw aa s xds bd

sds. o 31 aas w 16 s d

d, 63% u.S. b , d w ps 52%

pd Bs. W s w j B bssss.6

ts w d w w ps d sw wds

ps , sv d ss pss, w B

wd ps ps. t d s

aa s p – and – pvds

pp dvss d ps ps

wd d b s d. W d , s

d p ss bds.

occupational Breakout By gender

% blAck FeMAle % blAck MAle

% cv ep,16 d d

55% 45%

comPoSition By occuPational tyPe

m, Bsss,S d as

33% 23%

Sv ops 28% 23%

Ss d o 31% 19%

n rss,cs dm

1% 11%

Pd, tspd m mv

7% 24%

S: u.S. css B, 2011 a c Sv

histOric eMplOYMent resliliencY

S 1954, s w B lb Sss

s ss p d b , p

aas s vd 9.9%, s w

v.7 i as 2013 p p pbsd b

B lb Sss, ws 13% Bs, pd

7.3% s v.8 c pp b, Bs’

p d s s d s b

s. i sp s bs, Bs v dsd

s p w s.

eMplOYMent stAtUs % tOtAl bl Acks 16+ % bl Ack FeMAles 16+

epd 51% 52%

upd 11% 10%

ad s 1% na

S: u.S. css B, 2011 a c Sv

cOntrArY

tO pOpUlAr

belieF, blAcks’

UneMplOYMent

tODAY is nOt

signiFicAntlY

DiFFerent thAn

it hAs been

histOricAllY.

6S: u.S. css B’s 2007 Sv Bsss ows7Dsv, Dw. “B up r is css tw t Ws.” Pwrs c rSS. Pw rs c, 21 a. 2013.8B lb Sss ss djsd p p, as 2013



the sOUth: An eMerging MArket

ms d dvss w ps w pss p

w s 12 s v b B pps

and aas sss p s

p s. aas v d p j

p s. cv, 12 j u.S. s v B pp v 17. hwv, vs d s b s

b s s s s 55% Bs v S.

Sps, s s d s d s. y,

dd, d wd B psss dd S s w. “Bs w vd

S w dspp – 40% w ds s 21 40, pd w 29% B

pp. o ws d d, pd sx B ds w d

d vd S.”9 a s s Bs s s d j p s dj

s pvd ps w pps s w. t s s – a,

Ws D.c., hs, Ds, m/. ldd, r, B, mps, Js, msssspp d

cb, S c – v B pp 400,000 – v v Bs. c v,

s 10 s s v B pp 10 .

cities with high AFricAn-AMericAn pOpUlAtiOns

Major Metropolitan areas southern cities

nielsen DMA

(televisiOn MArkets)

blAck

pOpUlAtiOn

% shAre

OF MArket

pOpUlAtiOn

nielsen DMA

(televisiOn MArkets)

% shAre

OF MArket

pOpUlAtiOn

blAck

pOpUlAtiOn

nw y, ny 3.849 18.2% Js, mS 49.5% 456

a, ga 2.062 31.5% mps, tn 43.6% 794

c, il 1.746 18.0% cb, Sc 39.1% 422

Ws, Dc 1.674 25.2% a, ga 31.5% 2,062

Pdp, Pa 1.636 20.3% B, mD 29.4% 864

hs, tX 1.183 18.0% r, nc 28.7% 874

Ds, tX 1.155 15.7% Ws, Dc 25.2% 1,674

D, mi 1.083 22.5% m/. ldd, l 23.4% 1,048

m/. ldd, l 1.048 23.4% hs, tX 18.0% 1,183

r, nc .874 28.7% Ds, tX 15.7% 1,155

B, mD .864 29.4% total 10,532

mps, tn .794 43.6%S: ns Pps P, 2013 pd. rd b % s m pp. Pp s.

total 17.968

S: ns Pps P, 2013 pd. rd b B pp.Pp s.

55%OF blAcks live in the sOUth

9nyts “m u.S. Bs mv S, rvs td” m 24,2011 nyts.



hOUsehOlD incOMes cOntinUe tO grOw

aas v d w pw s b aa sds s

sd b 20% s 2000, w s sd 45%, Bs’ s w 2.3

s s b B sds. ms s ss v dsd

aas v s s pp, s s sd s.

nb aahsds2000•12,055,082

2013•14,457,645

▴20% ▴45%a i aas2000•$479Billion

2013•$696Billion

md B sds s w ; v s s bd

dd w ds s (3% ss), b xs w w d pp ss.

lss $25,000

36.6%

23.8%

$25,000 $34,999

12.7%

11.1%

$35,000 $49,999

15.5%

15.5%

$50,000 $74,999

16.4%

19.5%

$75,000 $99,999

8.6%

11.9%

$100,000+

10.0%

18.2%

% aa hsdsav = $47,300

% t m hsdsav = $67,300


OppOrtUnities

cOMpAnies

• W sd b pd B s ss, Bw s v w B v s d, p ss, d bsss wsp. B wd j ps dss sds d b pv sss wd d s w p s s d w psss.

• gp, aas sw s d d bs bs Bs d s s d p s. Pds d svs sw B sssd dv ps pbs.

cOnsUMers

• rz v s p ssbs Bs s s s ud Ss. lv pw bsw d w pssb (.., s, ps, .) s s dbssss spd v ds B .

• edv psv s s spps w ds. c xb s spp bv.



where blAcks shOp

Bd bd d s s s d dvs ps.

S dsd w, w, d w aas sp d w dvs ps

bv b p bssss. o v, B sds sp q (8

ps ) t m sds d q d ss (7 ps

), v ss (2 ps ) d d ss (1 p ), b spd v

$8 ss p p.r s w Bs w ps ss (3 ps ss), ws bs

(3 ps ss) d ss dss (2 ps ss). ts d b d s

“ dss” p, w sss s b d s

b d sz s, sp s, pd

s.10 t p dss vs ss p, w

s “d dss,” dd s b bds d s v ss

db s, vbs, w s, w , d ds p

d.11 t d d, “ bd , w ,” d s

q s b p p pps s sd w

s sd xpd s s. D spps s

d B s d b vsd b Bs t m. S

s v d d v s xps s. D ss, sps, d

ss dss W, Ws, t, d cVS d s

2011 s s d vbs s 1,000 ss wd.11

secTion Two:

Buy

10nvb 2012 r S d ub es11“d Ds” s dd b c Dss c12The Washington Post, 2011 “m ob Js s w W, Ws B d Dss”

r, r ad ra: t AfaAma coum



african-aMericans’ annual retail spending versus total Market retail spending

Spp tpsP hsd

146

154

Bs r$ P tp

$47

$39

Bs r$ P hsd

$6,826

$5,954

aa t u.S.

S: ns hs, t u.S. 52 ws d 12/29/2012, xds s rx ps

aas’ spd “Bs r” s 87% t m spd, w v

sd s 70% t m v. ts w p spd bw Bs d

t m s d v d s aa ss. as s, aas

spd 30% v sd (13%) vss t m (10%).

a p pp Bs, w $100k , sp ws bs (73%) n

Bs (67%), w spp q s d (14 vss 15 ps). W ds s p

B spps nB spps (16% vss 11%), d B spps w

ps s.

AverAge AnnUAl

hOUsehOlD incOMe

AverAge AnnUAl

bAsket ring perhOUsehOlD

bAsket ring As A % OF

hOUsehOlD incOMe

aas $47,300 $5,954 13%

t m $67,300 $6,826 10%

idx t m 70 87 130


shopping trips per household

g Ss

Sps

D Ss

cv/gs

D Ss

mss mdss

Ws cbs

53 56

23 24

15 14

20 13

15 13

10 12

9 12

aa t u.S.


coy © 2013 t n comay



whAt blAcks bUY

t s db d db s Bs ps d s t m

ss; ws, vs s b psd w . B pp

s, s, d s s ss w B ss.

heaVily PurchaSeD categorieS

Bs ss p pss d b s d p s s e h

d B ads (haBa), w Bs ps s s. h s ss bsss B

vs. t b spp s , p, s csPdgds (cPg)

s d s pp s s s B spp p d spd

w s b s w . ms pv s b s pds

pd s pp d cPg s w xpd ss haBa pds

p s spd. h pds dd s d ds w pps,

s Bs’ spd w d cPg s s ddvpd (dxd ). n

pds bdd w ss ddsss qss Bs’ xs d ss d s

s s psd e haBa .

Black households’ annual spending with Beauty supply stores By hh incoMe

UnDer

$20,000

$20,000 -

$29,999

$30,000 -

$39,999

$40,000

-$49,999

$50,000 -

$69,999

$70,000 -

$99,999$100,000 +

hsd P 46% 39% 47% 44% 44% 50% 54% 53%

a r Spd $94 $89 $63 $94 $103 $94 $118 $132

S: ns hs, u.S. 52 ws d 12/29/2012, uPcdd

Beauty anD BeyonD

Bd b ds d , s ps s

s w s p s s. o ss s p sd d p ss. i

B 40, 2011 sd, 81% Bs bvd pds dvsd s B d v .

y, s dsd s s p, p dvs ds sp s w d sd

B ds. B dd spp d sd ss s d ss s s

B wspps, B d, B ss d d s sd d d b Bs d

, ps dvp v sss d v pds s

d w bs.

categories heavily purchased By african-aMericans

eDiblespenD inDex tO tOtAl

U.s. hOUsehOlDsnOn-eDible

spenD inDex tO tOtAl

U.s. hOUsehOlDs

uppd m/z Sd 170 Ethnic Hair and Beauty Aids 934

D Vbs & gs 158 h 185

rd Js & Ds 157 ss/Ddzs 174

Sps/Ss/exs 154 Ps Sp/B nds 164

S/o 154 W’s s 153

S Sb Js & Ds 153 P 142

S/S Sbss 145 cd’s c 140

g 136 S P 133

s m 136 isds/rps 131

ncbd S Ds 136 Ds 129

S: ns hs, t u.S. 52 ws d 12/29/2012, uPcdd

*This category should not be confused with the Hair Care category where Blacks under index.



cs psd b aas ppd pp ps w B bs. i

s p aas b s w wd xp w spd wds d

, w ds pp s ps Bs. as dd pvs p, h c

fs q pp s d s p sss e h d B ads ,

w Bs v dx, b s sss d pd ss s d ddss q ds a

as v .

categories lightly purchased By african-aMericans

eDiblespenD inDex tO tOtAl Us

hOUsehOlDsnOn-eDible

spenD inDex tO tOtAl Us

hOUsehOlDs

Bs ds 75 Hair Care 84

cs 75 mzs – Sd ts 83

W 73 lw d gd 78

m 73 css 74

Ss/Spds/Dp – D 71 Sv nds 71

y 71 D ads 70

c 54 P c 44

Pdds/Dsss – D 49 P d 42

c cs/S c tpp 48 Sps & nv cds 38

S Sb m Ss 38 c/z Spps 38

S: ns hs, t u.S. 52 ws d 12/29/2012, uPcdd*This category should not be confused with the Ethinic Hair and Beauty category where Blacks over index.

brAnD lOYAltY

Bs spd 18% ds s bds, ws w s pv b s. W s bv

s s s ps, s bd s vdvpd B sds. o p 20 s bd pd s psd b Bs d W nhsps sx s q

aas. Bs s ps s bds d ps; xp, s bd

dspsb dps s s s aas b W nhsps.

top ranking private laBel category preferences

AFricAn- AMericAn white nOn-hispAnic AFricAn-AMericAn white nOn-hispAnic

Dspsb Dps 1 lq Frozen Prepared Foods 11 D ads

uppd m/zSd

2 m mds/rds 12 s Pd

m 3 cs Frozen Vegetables 13 s m

Pp Pds 4 P d hsws apps 14 Bb d

cs 5 Dspsb Dps Bottled Water 15 Pd m

P d 6 VsPpd Ss, ms,Sds, Sd Dsss D

16 hsws app s

Vs 7 Bd & Bd gds s Pd 17 P c

Bd & Bd gds 8 Pp Pds Shelf Stable Juices & Drinks 18 W

s m 9uppd m/zSd

Nuts 19 c

Pd m 10 mds/rds Sugar/Sugar Substitutes 20Ppd ss, s,sds, sd dsss d

S: ns hs, t u.S., 52 ws d 12/29/2012, uPcddr bsd 97 s bds pd s aa hh i d 111 s bds pd s W nhsp hh

i. *Color categories are distinct private label brand preferences for African-Americans.


http://slidepdf.com/reader/full/nielsen-african-american-consumer-report-sept-2013 14/324 Resilient, Receptive and Relevant: The African-American Consum

Bd xds bd s pss, aas s

v b ps Q Sv rss (QSrs),

d t m.

percentage of households who have ordered

froM Qsr in last 3 Months

AFricAn-

AMericAnsrestAUrAnts

tOtAl Us

hOUsehOlDs

65% mDd’s 60%

44% B k* 36%

43% Sbw 40%

37% kc* 26%

36% Wd’s 30%

30% t B 32%

28% Pp’s* 9%

27% ca* 18%

24% Pzz h* 20%16% D’ Ds 14%

15% c’s c* 4%

15% D’s Pzz* 12%

15% l cs’s Pzz 14%

15% S 14%

14% Pp J’s Pzz* 12%

14% Sbs 17%

14% ab’s 22%

12% D Q 16%

11% cp* 9%

11% o QSr 13%11% P Bd 13%

S: ns hs, o Vws svs, J 2013 (= 45546)rd b aas’ vss.

*P dx 120 .

cOMpAnies

• awd s Bsps q w p spp. as, d ws

Bs w ps q s v psd p s spds d bds z p p’s b .

• B w aa pd ps bw s bds vss bds.

• id B s w “rDss,” .., b d sz ss. ev sb ps s s w s.

• rs w s svs w ssde h d B ads pds p s pp aas. lws, s sdsd p b s b spp s d bd pds w sss ddss q s Bs w s ss wb pds dss vs.

cOnsUMers

• J d spp vs s ldm ob’s spd b ws b “d Dss” d “rDss” B s.

• B s spp d dv v (b p p) w d.

OppOrtUnities



whAt AFricAn-AMericAns wAtch

Bs vs d ss d ds w s s pp ds.

nw s s pv Bs’ vs vw bs w Bs w 37%

vs p, spd sv s d 17 s p d vw tV,

pd v s d 18 s vw t m. B W, sp

s 1849, d b v vws ps. n sps, d

s ddd B ds v ps d Bvws, w sd b s bssss w p vs d bs

ss.

t hs P D Vw

hs P D Vw lv tV d DVr pb

t a B a k V w s

7:177:34

6:56 6:437:03

6:20

t

6:50

7:14

6:21

1849

6:136:37

5:43

B a k W

B a k m

t a B a k V w s

B a k W

B a k m

S: ns 12/31/2012 6/30/13, t hs Sp Vw ds lv tV vw, DVr Pb, DVD Pbd Vd g css

secTion Three:

WatcH



Blacks’ top five preferred networks

chAnnel/

netwOrks% blAck viewers

tOtAl blAck

viewers

Bet 84% 327

Vh1 59% 144

tV one 87% 107

Bounce tV 83% 91

centric 85% 49

S: ns 12/31/20126/30/2013, t D, l+7 Pjsav b vws sds

tOp televisiOn prOgrAMs

AMOng AFricAn-AMericAns

Pvs State of the African-American Consumer Reports d Bvws d s w ps pvd dvs ss

s w v B s d –

ws v w p Bs act . S sd s

sps p 10 vs sws dv B vws

s 1849 d b w dvs ds b ss

pv. t w xps w aBc’s Scandal s B ss

k Ws, d oX’s American Idol , s p

w s dvs s ss d dd ss w

B w, cd gv. t b vws Love

& Hip Hop Atlanta 2, pd p wd b Bs s

1849 d pd B s, dbd B vws w d w

dvs American Idol . D wds sw ss, 2013 BET

Awards dvd B d 74% Grammy Awards

d s Oscars. ms s

ps w xsv B ss s ss

s vws w sss.



blAcks’ tOp ten prOgrAMMingtotal day part prograMs priMetiMe prograMs

prOgrAM OriginAtOrtOtAl viewers

AA 2+prOgrAM OriginAtOr

tOtAl

viewers

AA 18-49

‘13 Bet awds Bet 7.5 lv & hp hp a 2 Vh1 2.1

Sd aBc 3.8 Sd aBc 2.1

e – Sp Bw cBS 3.7 r hsbds 0 hwd Bet 1.7

Bet awds ‘13 a P Bet 3.5 r hswvs 0 a BraVo 1.4

lv & hphp a 2 Vh1 3.1 t.i. d t 3 Vh1 1.4

r hsbds hwd Bet 2.4 t g 6 Bet 1.4

oss rd cp lv aBc 2.4 lv & hphp 3 Vh1 1.4

a id – Wdsd oX 2.4 h Vh1 1.2

‘13 Bet awds Psw Bet 2.4 a id – Wdsd oX 1.1

a id – tsd oX 2.3 B i cw Vh1 1.0

S: ns 12/31/20126/30/2013, t D P, lv +7 Ds,

Pss 2+, xds sps d ps, ds sps. Vws sw s.

S: ns 12/31/20126/30/2013, P D P, lv +7 Ds,

Pss 1849, xd sps, sps vs d wd sws.Vws sw s.

sports prograMs awards shows

prOgrAM OriginAtOr

tOtAl

viewers

AA 18-49

prOgrAM OriginAtOr

tOtAl

viewers

AA 18-49

Sp Bw XlVii cBS 6.5 ‘13 Bet awds Bet 4.1

Sp Bw XlVii – D cBS 6.4 g awds cBS 2.4

Sp Bw XlVii Psg cBS 5.2 t oss aBc 1.4

nBa s aBc – g 7 aBc 4.4 Bbd ms awds aBc 1.1

nBa tp Ps aBc 4.0 t Bet hs Bet .90

nBa s aBc – g 6 aBc 3.7 naacP i awds nBc .66

Sp Bw XlVii ko cBS 3.6 gd gb awds nBc .61

nBa s o aBc – g 4 aBc 3.1 Pp’s c awds cBS .32

ac cpsp cBS cBS 3.1 unc: ev Ss ‘13 Bet .31

oX nc cpsp oX 3.0 mss a cp aBc .16

S: ns 12/31/20126/30/2013, t D, lv+7 Ds, Pss1849. Vws sw s.

S: ns 12/31/20126/30/2013, t D, lv+7 Ds, Pss1849. Vws sw s.



DigitAl

a x aas’ v s vs s b d pps w dsvd

bv dss bw Bs d t m. Bs spd 44% ed d c

ss d 21% d ls ss t m ss, b Bs

dssd d d ’s wb. add, aas b s s

dps s 14% spd t/i Svs ss.

aas sp w p ps wb s ss t m ss, w ds

Bs w ps wbss. W s wb ss, g S, w v 15 q

vss d pd, s #1 s aas, q vss

y, B, as., d g i, w d 7.5 , 6.6 , 6.3 , d 5 vss, spv.

Blacks’ internet category rankings Based on tiMe spent

aa P Ps t•t m P Ps t ▴ m t Sp

S: ns, nVw, t (m 2013), sw s:s

Education and Careers2:21 • 1:38 ▴44%

Entertainment9:47 • 8:04 ▴21%

Family and Lifestyles1:42 • 1:25 ▴20%

Corporate Information:59 • :50 ▴19%

Government/Non-Profit:47 • :41 ▴17%

Telcom/Internet Services4:58 • 4:21 ▴14%

Finance/Insurance1:27 • 1:18 ▴12%

Consumer Electronics2:4 • 1:53 ▴10%

Home and Fashion1:22 • 1:16 ▴9%



education and careers suB-categories

Career Development

1:1 • :40 ▴75%

Universities

1:20 • 1:04 ▴25%

Educational Resources

1:16 • :55 ▴38%

Multi-Category Education

and Careers:18 • :17 ▴6%

faMily and lifestyle suB-categories

Religion and Spirituality :29 • :21 ▴36%

Kids/Games/Toys 1:02 • :50 ▴23%

Personals 1:43 • 1:20 ▴30%

Health, Fitness and

Nutrition :33 • :31 ▴5%

telecoM/internet suB-catagories

Web Hosting :29 • :12 ▴141%

Cellular/Paging :26 • :21 ▴24%

Multi-Cat Telecom :38 • :30 ▴27%

Internet Tools :50 • :46 ▴10%

Email 3:43 • 3:19 ▴12%

S: ns, nVw, t (m 2013), sw s:s

Bs v s d ss b d tw

dsd xps bsp d s s w

wd q12.

Bs ps b/bbsps w pp

v ps, s ss, d w

s. Bs 44% t m ss

s d p. b s s v sd s w s

bsd b b q vss d sp p ps. t

s vs bw ps s sp s d ps:

• 4564 ds spd s b.

• 3544 ds spd tb.

• 1834 ds spd 11% tw s 3544

d 4564 bd.

12Madame Noire, m 31, 2013

44%MOre tiMe On eDUcAtiOnAnD cAreer sites thAn

tOtAl MArket

blAcks spenD



top 10 social Media sites By age

site

18–34

tiMe spent

per persOn

site

34-44

tiMe spent

per persOn

site

45-64

tiMe spent

per persOn

b 6:39 b 6:49 b 6:53

mp 2:46 td 2:22 td 2:58

Sx ap 2:44 tb 2:15 n 2:00

tb 2:06 tw 1:10 tb 1:15

tw 2:04 ldi :34 g md nw 1:14

mSp 2:04 Ps :33 mm :42

rdd 1:57 mp :25 Ps :36

td 1:51 Btrd :21 tw :26

v 1:18 B :15 ldi :15

Wbs :52 Sp :15 Btrd :13

S: ns, nVw, t (m 2013), sw s:s*rd sp p ps b a as 1864

MObile

Blacks’ sMartphone preference

27%

73%

aauss

t muss

41%

59%

add P

S: ns, mb iss, m 2013

Sps v b w s as, d aas v d p

pp w sp wsp. Sv p aas w sps, pd 62%

pp. ms aas s adds (73%) vss Ps (27%).

71%OF blAcks Own

sMArtphOnes



W d w pps (aPPs) s sps, aas d t m s 15

s tp 20 aPPs, ss d s d. B ps s aPPs p d

ps s. aas s s aPPs s s PP p ppss. t g t aPP pvds

psps svs, d s v p s w aas’ s

dpv bv w Bs’ p BbBlc.v s d p Bs

p bsd s.

top 20 MoBile apps preferred By Blacks

AppAFricAn-AMericAn tiMe

spent per persOnApp

tOtAl MArket tiMe

spent per persOn

is 7:21 b 6:48

b 6:15 is 4:37

tw 2:24 tw 3:10

Pd rd 2:21 Google Chrome 3:06

B mb 2:19 b mss 2:31

b mss 2:11 Pd rd 2:20

Yahoo! Mail 2:05 g 1:27g 1:38 B mb 1:18

ytb 1:11 ytb 1:06

g P 1:52 app mps 1:04

Apple Maps 1:50 YouTube Downloadable 1:04

g mps 1:47 g mps :59

BibleByLifeChurch.tv :37 g P :37

Ss :34 Weather Channel :32

g S :25 Ss :31

Google Talk :15 Amazon Mobile :24

g P ms :13 g S :22

PayPal :10 Weather :21g+ :05 g+ :15

g P Svs :05 g P Svs :05

S: ns, mb iss, m 2013, sw s:s*Items are unique to African-American lists**Items are unique to Total Market lists



13tv ids Spd S: adv tv td ass, J 201314 aa tv rp 2011, md rs, llc.

Online trAvel ADvisOrY

B tv d s s $40 b ds13 – b bsss d b bs aas d v

ps d p s v ss p w v p. a aas w

p ds ps, 54% s ss vw wbss dss sd, 44% d

ss, d 30% s d p v wbss14. a w aa vs w s bs ps, p v

s s v vs s dss. ts, aas, s sp p ps s s ds d v ss P nw (15), hs. (13), obz. (12), B. (11) d

hw. (11). Sws as, d s fdb s, s s s sp p ps v (17).

Blacks’ preferred travel resources

trAvel inFOrMAtiOn resOUrces

% OF respOnDents

whO AgreeD with the

stAteMent

i ds ds d bs (wd) 55%

i d wbss dss i vs 54%

i d wb s s s s s g y 44%

i d s d p v wbss 30%

i qs bs d b s 26%

i d vws b ss ds i vs 23%

i d v s wspp 15%

i d v d v d zs 15%

i d dpd pbsd vws zs d wspps ds 13%

i d sd ss ds i vs 12%

i v d vss bs 9%

i v 8%

S: aa tv rp 2011, md rs, llc.

Blacks’ preferred travel sites ranked By uniQue visits

trAvel site UniqUe visitOrs

g mps 6.3

mpQs 2.5

P nw 1.5

expd 1.5

y! l 1.4

tpadvs 1.3

tv ad nw 1.1

Sws as .98

hs. .72

obz Wdwd nw .71

hw. .68

tv .65

k .64eps rac .60

B mps & l .60

a .58

B. .57

D .50

m .50

lv S mps .48

S: ns, nVw, t (m 2013) q vss sw s

54%OF AFricAn-AMericAns

whO plAn DestinAtiOn

trips Use Online

resOUrces

44%cOnDUct generAl

Online seArches

30%Use thirD pArtY

trAvel websites



FinAnciAl services

Bs d zs 28% ss d spd v 87 s wbss d

d vs, w s 12% v . hwv, aas d dx s s

w s, p ps pds s s ds, s s, d ss. ts

ds s ds bw s d pp. svs d vs ps

“p” d vs s s s d Bs pv v s w ss svs d pds s w pss svs d pds.

african-aMerican financial Magazine readership vs general Market

15%

aa P

g m P

r a d s B s s s

f a a

m a g a z s

22%

28%

B a k e p s

m a g a z

4%

30%

e p

m a g a z

5%

11%

f b s

m a g a z s

10%

f

m a g a z s

9%

12%

S: md g, mz rdsp, 2012 Dbbs

online tiMe spent on financial weBsites

ms Sp a aas

ms Sp a g m

f S v B a k s

& c d u s

f a a t s

34

25

m - a g y

f a /

i s a /

i v s s

30

21

i s a

24

16

f a a n w s &

i a

19

15

c d c a d

19

27

o t a d g

18

33

l a s

10

15

40

36

S: ns, nVw, t m 2013

blAcks Are

MOre likelY tO

reAD FOrbes

AnD FOrtUne

MAgAzines

thAn the tOtAl

MArket.



financial products/services owned/used By african-aMericans versus total Market

prODUct/

serviceDescriptiOn

AFricAn-AMericAn

penetrAtiOn

percentAge

tOtAl MArket

penetrAtiOn

percentAge

c a(h)

c sds w w s bw s dpss.

83% 90%

B cd cd (h)

c sds w b d ds. ts pdsd ViSa, mscd, Dsv d a expss op.o s pds, sd bs b d .

52% 68%

a ivs SvV ( 401) (h)

c sds w vs pds svs, d w s d 401 ps. ts svsd ss wd iras d b s.

44% 54%

s ms (h)c sds v s s s(, sd s).

26% 39%

us atm/Dbcd, 59/ (h)

c sds s (atm/db) ds, 59 s ps 30 ds.

21% 16%

usd W tss Sd m,3 (h)

Ps d sd s sd w ssvs sd ps 90 ds; usd w s;ys.

14% 7%

S V (h) c sds w s. 9% 15%

B wP is<1 (h)

c sds v b b w b s ss .

9% 6%

gvSs (h)

c sds w v ss, s svss d b m, g m d S m.

5% 3%

m ds,ob Ps (h)

c sds b d ss ps. 4% 8%

us iB opa, 3 (h)

c sds ss s p . Pc i b s sv s b ps p.

4% 3%

txadvc Svs

V (h)

c sds w xdv svs . 4% 5%

k Ps V(h)

c sds w k ps, w xdd svs spd pss ps s bssss.

1% 2%

m ds,ob i (h)

c sds b d ss i.

1% 3%

S: ns, t, 2012



big screen viewing

Bs vs js s s s ps, w v 6.3 ps p . S vs,

Bs s v sppd s w s s , , w w

d. o xp s /dv , w s p pp B ds vss t

m dss s.

top african-aMerican Movies with Black casts

title stAr(s) grOss eArnings

Django Unchained J xx, w k Ws, S l. Js $163

42 cdw Bs $94

Flight Dz Ws $94

Tyler Perry’s Temptation J SB, Vss Ws, Bd $52

The Call h B, ms cs $52

Snitch Dw ‘t r’ Js $43

A Haunted House m Ws, ess as $40

Alex Cross t P $26

Tyler Perry’s Peeples c rbs, k Ws, Dvd a g $9

S: ns Sp. 2012–J 2013.rv sw s.

top Movies appealing to african-aMericans

title stAr(s)AFricAn-AMericAn

inDexgrOss eArnings

Tyler Perry’s TemptationBd nwd, J SB, Vss Ws,k kds

186 $52

Flight Dz Ws, nd Vzqz, t t, Dcd, k r, J gd

144 $94

Resident Evil RetributionBs kdj, m Jvv, m rdz, Sg, a e, B l, J ub, cS, rb ksv

131 $42

Taken 2l ns, m g, Jss, ld os,rd Sbdzj

127 $139

A Good Day to Die Hard B Ws, J c, Sbs k, a ns 124 $67

Gangster Squad r gs, e S, S P, Js B, am, n n

116 $46

Obliviont cs, o k, m , Dvdmds, ad rsb, mss l

114 $89

Man of Steel rss cw, kv ks, l sb, hcv, a ads 110 $286

Django Unchained J xx, w k Ws, S l. Js 104 $163

S: ns Sp. 2012–J 2013.rv sw s.

51%OF blAcks Are generAllY receptive

tO in-theAter ADvertising OF

prODUcts Other thAn MOvies

87%OF blAcks Are receptive tO

trAilers AnD previews



cOMpAnies

• S aas sw s p vs sws s

d/ Bs ss, s vs pvd dpps dv , v sss vwx w aas d b.

• rz dss B s d bv b bw d x wbss w Bs s v tm. ts d ss w d ed d cs,e, d ls (sp r d Sp), sw s wbss sp sd B ss. ts ssd v ppd pps w aas ss, spssps psps.

• b s pp sbs sps w wd B ss v s bd pp. hwv, s d b sd ps Bs b d ss, (.., ldi

Bs, s 4564).

• gv aas s 1834 v s tw, d bsdd v v w aas s s B tws s pws d vss bsp.

• Spd d aa ss d psp w B v s s b dsd d vss.

• advss s pps B ds w sd b s s p. a sd dd bs sw v s swd w pv dvs d s d pvws.

cOnsUMers

• iss pvds vs p, w d b, spsv B vw ps.

• exp d d w ps w ddaas. ts d d dsv w d d d ss w aas w w xps d B d s. S ss pp v dd d s vss b sbjs

B .• c s s d xpss ps b b p d s

sss, d ds d db b pds dsvs s s bv s d zd s .

• ts d b s svs d vss; b svv s w B a s w.

OppOrtUnities



secTion four:

adveRtisinG

spp, aas

pvd dvss ps w d w bs

w s pv s s. t B pp

s s t m, s vs

s vs, p b, d s js s d

bds s ps. hwv, ps d pvd

s v sd dvs ss ss v s

p ss spps d ss.

advs xpds d sp wd B ds

d p dvs ds sp. advss

sp $75 b vs, d, , d z ds

2012, w $2.24 b sp w d sd B

ds. i sp ps dd p’s dvs

bd, dvss sd b spd pp w

aa d s ws:

• 44% spd ed d c wbss

•38% spd s wbss

• 37% spd vs (w sp pss b)

• 15% spd b p dvs

cps s bv bs bs,

“szs” s s v w

aas. Js pps s . i s

dsss v w aas, b bd’s b

dsd B xp d s s

w Bs w pv sss w vd.

cOMpAnies MistAkenlY

believe becAUse there Are

nO lAngUAge bArriers thA

A generAl MArket “One-

size-Fits-All” strAtegY is

An eFFective wAY tO reAch

AFricAn-AMericAns. JUst

the OppOsite is trUe.



percent change in spending with Media focused on Black audiences

2011•$43.356

2012•$35.78

2011•$116.321

2012•$124.353

2011•$968.097

2012•$1,026.961

nw tV

Sdd tV

cb tV

n mzs

n i

Sp rd

17.5%

6.9% 6.1%

2011•$334.809

2012•$295.3

11.8%2011•$17.6542012•$17.19

2.6%

2011•$780.571

2012•$747.804

4.2%

n: a ds s (2011 •2012)S: ns

Q1 top categories spend with Media

focused on Black audiences

prODUct

cAtegOrY

1st

qUArter

2012

1st qUArter

2013

rs–Q Sv $24.264 $24.2

av $28.368 $21.728

m Ps $23.133 $20.31

tp Svs & Wss

$17.087 $15.622

is $11.306 $13.236

Dp Ss $9.972 $12.778

rs–nQSv

$9.274 $11.423

Ps $16.572 $10.349

a is $14.903 $10.041

l Svs $6.564 $9.737

cd cd Svs $6.261 $9.559

t $167.704 $158.983

n: a ds sS: nsSs: cb tV, Sd tV, nw tV, Sp rd, nmz, i

Pd: J. 1, 2012–m. 31, 2013

top 20 advertisers’ annual spend withMedia focused on Black audiences

ts 20 dvss sp s w d sd B

ds; $564 , 2.5% s 2011. B s

bw $75 b sp 2012 vs, z,

, d d.

ADvertiser

2011 AFricAn-

AMericAn

spenDing

2012 AFricAn-

AMericAn

spenDing

% chAnge

P & gb $82.31 $75.323 8.5%

l’oé $43.763 $52.341 19.6%

mDd’s $38.093 $38.241 0.4%

uv $22.483 $31.488 40.1%

u.S. gv $22.439 $28.369 26.4%

Bs hw $24.156 $27.813 15.1%

cs $24.456 $27.69 13.2%

hs $24.829 $27.017 8.8%

Ppsc $18.02 $25.074 39.1%

W $19.181 $24.406 27.2%

S.p.a $21.591 $23.6 9.3%

at&t $22.669 $22.496 0.8%

Vz cs $29.304 $22.088 24.6%

t $20.633 $21.432 3.9%

g ms $23.906 $20.813 12.9%

S cp. $20.355 $19.888 2.3%

Js & Js $28.266 $19.598 30.7%

d $19.171 $19.111 0.3%

as $19.554 $19.069 2.5%

n ass i $25.645 $18.929 26.2%

t $550.824 $564.787 2.5%

n: a ds sS: nsSs: cb tV, Sd tV, nw tV, Sp rd, n mz, i

Pd: J. 1, 2011–D. 31, 2012

3%

ADvertisers’ spenDing

with MeDiA FOcUseD OnblAck AUDiences is JUst

$75 b sp 2012

vs, zs,

d d dvss.



$.742

$7.89

$3.934

$2.359

$1.993

$1.478$1.174

$1.038

$1.015

$.938

$.728

$.465

restaurant/Quick service

mDd’s

y! Bds i

D’s ass i

Wd’s c

D’s Pzz i3g cp i

ac epss i

l cs’s epss i

Pp J’s i i

S cp

autoMotive

g ms c

t m cp

S.p.a

d m c

nss m c ld

k ms cphd m c

Vsw ag

mzd m

Motion pictures

ls e i

op rd s llc

S cp

nws cp

rv md llc

cs cp

n ass i

t W i

ds hds llc

csd Ps llc

wireless telephone service

at&t i

Ds t a

Sp nx cp

Vz cs i

a mv S D cv

Ss es c ld

cs c i

B t i

tp & D Sss i

Bd Pp i

insurance

Bs hw i

S m ab is c

Pssv cp

a is c

as cp

nwd m is c

ud Svs ab ass i

Pss m is c

Z Svs gp

a i

$3.883

$3.699

$3.351

$2.997

$1.994

$1.011$.746

$3.495

$2.938

$2.206

$1.718

$1.687

$1.647

$1.522

$1.48

$1.288

$.957

$4.969$4.175

$3.502

$1.766

$.888$.054

$.025

$.018$.13$.004

$4.942

$3.63

$1.297

$1.177

$.963

$.869

$.170

$.146

$.084

$.056

top 5 category Breakout

n: a ds sS: nsSs: cb tV, Sd tV, nw tVSp rd, n mz, iPd: J. 1, 2013–m. 31, 2013



cOMpAnies

• advss sd ds vss d s szs, wspps, d sp d aas vs d ss w Bs b d pv.

• advs v s d w B bds d s sw v s B ss d b bbs aas pv dvs sv.

cOnsUMers

• Spp bds, pds, d svs v dvs vs sws d vs Bs p.

OppOrtUnities



w us:@nskws

AbOUt nielsen

ns hds n.V. (nySe: nlSn) s b d

s p w d pss

d s , vs d d s,

d b s. ns s ps

ppx 100 s, w dqs nw y, uSa dD, nds. , vs www.s..

AbOUt nnpA

t n nwspp Pbss ass, s w s

B Pss a, s 73d d 200 B

wspps ss ud Ss.

S Wd W ii, s s svd s ds’s ws sv,

ps s d w p p s ssd

n Pss Dssvd b 1970. i 2000, nnPa d nnPamd Svs – p d wb dvs – p d pss

s dsb sv. i 2001, nnPa d s d

b bd BPssuSa nw – ’s p

w B ws d ps. t

BPssuSa nw s d b BPssuSa. –

wb p B Pss a.

keep the cOnversAtiOn gOing

#aacs13

l us:www.b./nsc

Sp s ns’s aa advs c bs

w ddd p w s p: Db gy,

r , d k S.

Nielsen African American Consumer Report Sept 2013

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Transcript of Nielsen African American Consumer Report Sept 2013