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About Portland observer. (Portland, Or.) 1970-current | View Entire Issue (Oct. 3, 2012)
OctoberX2°'2________________ $ ortlanh (©bsmier_______________________ ^21 AFRICAN-AMERICAN CONSUMERS: STILL VITAL, STILL CROWING 2012 REPORT The Black population is not a homogeneous group. A deeper understanding of the unique lifestyles, viewing habits and shopping patterns can help companies create better connectivity w ith Black consumers. Here we show how behavior and shopping patterns differ by generations.. AFRICAN-AMERICAN GENERATIONAL AGE DISPERSION AFRICAN-AMERICAN GENERATIONAL IV USAGE y % o f A A P opulation Viewing Source HOW BLACKS SPENT TIME BY GENERATION 2 Generation Y - V, je n ‘ Y Baby Boome rs 2 Baby Boomers 'N 8.9% 7:53 Live TV 14 6% TV 22 1% 25.4% 0:18 DVR Playback 0:21 m » » » m » 289% DVD Playback Video Games 70% 0:13 0:12 0:20 0:03 6:03 Total Use of TV m RADIO IM M #64% 96% CAME A 2 l6% CONSOLE 47% COMPUTER 8:29 WW22l60% MMMMMl43% MOBILE J 4% f l PRINT TOP 10 PROGRAMS W ATC HED BY A FR IC A N -A M ER IC A N S PR IM ETIM E Program Name Viewers Ages 18-49 1 2 3 4 5 6 7 8 9 10 BET The Game S5 1.93 VH1 Love And Hip Hop S2 1.83 VH1 Basketball Wives S4 1.39 VH1 Single Ladies S2 1.39 VH1 T.l. And Tiny 1.38 BET Let’s Stay Together S2 1.26 CNN Whitney Houston: Her Life 1.13 VH1 La La's Full Court Life S2 1.09 ABC Scandal 1.02 Braxton Family Values 0.90 WE: Women's Entertainment 1 2 /26-6/6/24/12, Prime Time, Live +7 Days, Persons 18-49 Excludes specials, sporting events and award shows M O S T POPULAR A FR IC A N -A M ER IC A N M OVIES M o vie T itle Box O ffic e Earnings (G ross) Think Like a Man $91,547,205 Madea's Witness Protection $55,611,721 $49,875,589 Tyler Perry's Good Deeds $35,010,192 Woman Thou Art Loosed: On the 7th Day $1,201,562 $1,692,675 Pariah $758,099 A Beautiful Soul $54,008 Restless City I $8,106 Elevate 1 $3,547 » M l 28°/< 1% ANNUAL SHOPPING TRIPS ACROSS AFRICAN-AMERICAN GENERATIONS AU African American Shoppers Baby Boomers Greatest Generation Program Name Viewers Ages 2+ 1 2 3 4 5 6 7 8 9 10 FOX American Idol Audition Special 3.00 ABC New Year's Rockin’ Eve Part 1 2.97 BET The Game S5 2.86. Let It Shine 2.56 CNN Whitney Houston: Her Life 2.43 ABC Scandal 2.15 CBS Judge Judy 2.07 ABC Dancing With The Stars 2.06 FOX American Idol-Wednesday 1.95 BET Celebration Of Gospel 1.90 Disney Channel 1 2 /2 6 -6 /2 4 /1 2 , Total Day, Live+7 Days, Persons 2+ Beasts of the Southern Wild 14% Source: USA TouchPoints Study, 2012.1 Originator Red Tails EBOOK TOP 10 PROGRAMS W ATC HED BY AFRICAN -A M ER IC A N S TOTAL DAY Viewers shown are in m illions. rv ¡1% 3% TABLET 32% « ■ 38% OTHER DEVICE 47% Daily in H oursM inutes, May 2012 Originator M 7% Viewers shown are in millions. Snap here to dow nload fu ll report or dow nload at: You may download a full copy of this report by going to www.nielsen.com/ africanamerican. We are optimistic that it will empower you to value your role in the economic infrastructure of the United States. Each purchasing decision, viewing opportunity, mobile phone activity and digital experience you have impacts a company’s bottom line. We encourage you to use that power wisely and with care. Whether you are a single mother, Baby Boomer or Millenial, your consumer dollars matter. You Matter! www.nielsen.com/africanamerican http://www.nielsen.com/africanamerican Sept. 2011 -June 2012 Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. niel sen
