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About Portland observer. (Portland, Or.) 1970-current | View Entire Issue (Oct. 3, 2012)
il|c^LÌortIanb (Otiscrücr Page20 October 3.2012 HIGHLIGHTS FROM AFRICAN-AMERICAN CONSUMERS: STILL VITAL, STILL GROWING 2012 REPORT The following four pages are excerpts from a full 26-page report produced collaboratively by Nielsen, the global inform ation and m easurem ent com pany th at m easures w hat consum ers w atch and w hat consum ers buy, and the N ational N ewspaper Publishers Association (N N PA ), a 72-year old federation of more th an .2 0 0 Black com m unity newspapers. To download the full report, go to w w w .n ie lse n .com / a fric an am e rica n . TOP 10 DMA S FOR HIGHEST CONCENTRATION OF HIGHER INCOME AFRICAN-AMERICAN HOUSEHOLDS EXECUTIVE SUMMARY In 2012, the African-American consumer popula tion continues to be a vibrant and dynamic market segment, providing both emerging and mature market attributes. Still the largest racial minority group in America, with a projected buying power of $1.1 trillion by 20151, Black consumers remain at the forefront of social trends and media consumption. Companies that seek to better understand the unique lifestyles, habits and shopping patterns highlighted within can enhance their chances of creating better connec tivity with Black consumers. Similarly, African- American consumers and entrepreneurs will find information that can be helpful in making informed decisions about which products or services to buy and have a better understanding about the companies that provide them. The disparity in advertising dollars spent with African-American media is mapped out, suggest ing a need for more fair methods of administering advertising spending to better reflect and align with Blacks’ preferences and the media environ ments most trusted by Black consumers. 12% 11% Phitodeipt 19% 24% Washington M 15% e $2,439,867,500 $907,006,937 $20,124,471,063 FSI Coupon NA $374,696,375 Local Magazine NA $452,814,094 Local Newspaper NA $9,528,492,000 Local Sunday Supplement NA $38,774,566 N ational Internet NA $9,132,402,000 $334,809,250 $15,563,489,750 National Newspaper NA $1,519,057,250 N ational Sunday Supplement NA $1,211,739,875 N etw ork Radio NA $1,040,818,562 $7,793,410 $21,092,120,590 NA $3,543,337,000 NA $513,354,969 NA $3,674,157,000 Cable TV N ational Magazine N etw ork TV O utdoor Spanish Language Cable TV Spanish Language N etw ork TV Spot Radio Spot TV Syndicated TV Total ! $757,479,438 « New York Baltimore tn 12% Atlanta Houston The U.S. Black population is 43 million strong. Larger than 16 3 o f the 19 5 countries in the world including Argentina, Poland, Canada and Australia. * NA Business to Business Boston Los Angeles 11% G eneral M arket (T o ta l-A A ) 2011 AA _O 16% © <¡ri4% San Francisco NATIONAL GENERAL MARKET MEDIA BUYS M edia Type © 16% • Black house holds are 127% more likely to include a single parent, most often a woman. • 48% of Black grandparents who live in the same household with their grandchildren serve as their primary caregivers. • 10% of African-American households earn $100,000ormore. • 35% of African-American households earn $50,000or more. $4,823,606,062 NA $23,039,266,000 $89,615,570 $2,330,946,180 $2,096,704,605 $120,444,010,836 Jan. 1,2 0 1 1 -D e c . 31,2011 ’ The Multicultural Economy 2012 by the Selig Center for Economic Growth llllllllll 9 1 % believe th a t Black media is more relevant to them llllllllll 81 % believe th a t products advertised on Black media are m ore relevant to them Many African-American consumers have conducted research on mobile phones before making a purchase. 68% researched shopping info using a search engine visited a retail site or app read product reviews looked up prices to compare llllllllll 7 7 % visited a shopping site or app believe that Black media has a better understanding of the needs and issues that affect them looked for a coupon to download llllllllll 7 3 % believe th a t Black media keeps them in touch w ith th e ir heritage llllllllll 6 8 % w ant to see more commercials directed specifically to Black audiences llllllllll 6 7 % w ant to see more advertising targeting Black consumers llllllllll 7 8 % w ould like to see m ore Black m odels/actors used in ads Total dollars spent with African-American media ($2.10 billion) is ju st under 2% of total advertising dollars spent with general market media ($120 billion) during the same period. * BLACKS’ PERCEPTIONS OF BLACK MEDIA Many companies assume that because there are no language barriers, there is no need to advertise to Black audiences through African-American media outlets. This is a missed opportunity for companies, who can use such outlets to reach Black consumers in trusted environments where Blacks see themselves most often reflected. Consider the following facts on Blacks’ perceptions on advertising. Source: Burrell 40,2011 * The U.S. government does not recognize Taiwan as a country.
