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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.
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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
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niel sen