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About Portland observer. (Portland, Or.) 1970-current | View Entire Issue (Dec. 21, 2011)
D ecem ber 21, 2011 About the Report In more than 100 countries around the world, Nielsen provides clients with the most complete understanding of what consumers watch and buy. As business executives look for opportunities to grow their companies and gain market share it is critical that they understand new and emerging demands from consumers, especially within growing segments, wherever they do business. As the population of the United States evolves to become more ethnically diverse, the complexity of such an effort has grown. To help close the gap and give insight as to how to address the needs of the growing diverse base, Nielsen—along with the National Newspaper Publishers Association (NNPA)—has developed this report to better illustrate the qualities of the African-American community, the business opportunities that exist, and the best methods for a productive connection between businesses and this community. The following highlights are extracts from the full report. To download the full report, go to: www.nielsen.com/africanamerican Fortiani» (Obstruer Page Population Trends The African-American community makes up 13.6% of the population of the United States and is projected to reach 14% over the next 10 years. This equates to populations of 42,071,000 and 47,587,000 for 2010 and 2020, respectively. The average age for African-Americans is 32.1 with more than 47% under the age of 35. Although the African-American population continues to have high concentrations in cities, over the last ten years census population trends have shown dispersion to suburban areas and warmer regions of the country. Top 10 Designated Market Areas (DMAs) by African-American TV Households r Designated Market Area ^j[D M A) 1 2 3 4 5 6 7 8 9 10 Black TV Homes Top 10 Designated Market Areas (DMAs) by % African-American TV Households J Designated Area 1 1 ^ J D Market MA) ■ Total TV Homes Black TV Homes % Black 1,256,380 Greenwood- Greenville 69,450 40,300 58.0% Atlanta 664,860 Jackson, MS 338,030 148,610 44.0% Chicago 589,240 Montgomery- Selma 244,470 101,530 41.5% Washington, DC (Hagerstown) 571,980 Memphis 693,860 268,620 38.7% Philadelphia 551,070 Meridian 72,280 26,810 371% Los Angeles 475,180 Columbus, GA (Opelika, AL) 219,450 80,050 36.5% Detroit 378,730 Macon 241,120 87,050 36.1% Houston 377,960 Columbia, SC 405,670 144,170 35.5% Dallas- Ft. Worth 368,640 Augusta-Aiken 257,030 90,140 35.1% Raleigh-Durham (Fayetteville) 302,670 Albany, GA 156,910 54,470 34.7% New York nielsen Copyright © 2011 The Nielsen Company.
