USA Demographic Shifts

• The average age of the African American/Black populationis 41 years.– The average age of the general

market is 38.

2007 U.S. Race and Ethnicity -W/in Age Groups

-65+

45-64

25-44

18-24

<18

81% White

74% White

62% White

61% White

57% White

09% Black

11% Black

18% Hispanic

17% Hispanic

21% Hispanic

07% Hispanic

10% Hispanic

13% Black

15% Black

15% Black

• There are over 41 million African Americans in the USA!

• African Americans/Blacks currently represent 13%of the U.S. population.

• More than 12% of foreign born African Americans are between the ages of 18-25.

• 41% of African American population is under 25

• The projected growth of African Americans is 35.3%

• 48.2% of AA households are headed by women

• AA women bring in almost half (48.9%) of total income in AA pop. vs.1/3 of the total income for other racial/ethnic groups

• African American disposable income is over $836 Billion and expected to exceed the $1 Trillion mark in 2012

• Top % expenditures include: Housing ($203.8 Billion) , Food ($65.2 Billion) , Cara/Trucks $29.1 Billion), Clothing & Healthcare ($23.6 Billion)

• African Americans make up a significant percentage of the U.S. urban population

• Over 50% of the African American population is located in the south.

• The West experienced the highest percentage growth. (10%)

• 9 out of the top 10 states with AA/B population are located in the south.

– However, the top five Black metropolitan areas are New York-New Jersey, Washington-Baltimore, Chicago-Gary, Los Angeles and Philadelphia

• African American culture has seen much crossover into the mainstream. • Hip-Hop acts such as Will.I.Am making appearances

on Sesame Street• In turn Justin Bieber being nominated for a BET

(Black Entertainment Television) award.• Success of children television shows such as Yo

Gabba Gabba, • Beyonce Knowles acclaimed as top female artist of

the decade.

Today’s role models have changed from athletes to Hip-Hop stars and they promote many products.

• The Gap – LLCool J, Missy Elliot• Right Guard – Method Man, Redman

• Heineken – Jay-Z• Coors Light – Dr. Dre

• Reebok – Jay-Z, Fifty Cent• Cadillac – Snoop Dogg

• Coca Cola – Common Sense, Mya• Twix – Usher

• Verizon – Tweet• Lugz – Funkmaster Flex

• Cover Girl – Queen Latifah• Got Milk? – Nelly

• Pepsi – Beyonce Knowles• Dr. Pepper – LL Cool J, B2K

Communicating andMarketing to African Americans

Culture

Internet penetration• According to comScore,

African American online population reached a record 21.7 million

• The growth of online users is projected to grow to 56% of the African American population.

• African Americans are projected to make up 11.8% of all US Internet users in 2011, up from 10.8% in 2006.

Internet usage among African Americans

Average time spent online : 18 hours per week (15 hours/week on TV)Internet access via PC : 93%Internet access via mobile phone : 76%Social Networkers : 50%Avid downloads of digital content : 66%

• But, despite the fact that the costs of computer equipment and Internet access have fallen over the last few years, there continues to be a significant digital divide between White and Black America.

Major Factors Affecting African AmericanInternet Usage

Education –> completion of H.S., college degree• As of 2003, 78.6% of African Americans using the Internet have a High School

diploma or higher– 45% have a Bachelor’s degree or higher.

Younger African American demographic• 56% of African Americans age 18-34 use the internet

• About 53% of online blacks have a child under the age of 18 at home, Users often perceive gaining access to the Internet as an investment in the future and this seems especially true in African-American families

SOURCE: Pew (December 2009)

Major Factors Affecting African AmericanInternet Usage

Socioeconomic status –> income Of the African-Americans who use the Internet: • 43% live in households with incomes under $40,000 a year. • 25% live in households with incomes between $40,000 and $75,000 • 15% are in households earning more than $75,000. • 62% of blacks who entered the online world in the past year have incomes of

under $40,000 a year

Social Media Facts

• Ethnic minorities visit social networking site more often than non-Hispanic whites.

• Younger people are more likely to adopt new technologies, especially those encouraging social connectivity.

• Hispanics tend to hold more collectivistic values and look to one another for help in making decisions

• 71% of African Americans cited as having profiles in online networking sites

Social Media Facts

13 hours: The average amount of time spent consuming any kind of media by Black and Hispanic Americans 8- to 18-years-old.

64: Percentage of Black teenagers between the ages of 12 and 17 who have a cell phone.

29: Percentage of Black and Hispanic Americans who on a typical day go online with a handheld device.

21 minutes Average number of minutes spent on social networking sites by Black Americans.

71: Percentage of Black Millennials who have created a profile on a social networking site..

66: Percentage of Black Millennials who connect to the internet wirelessly when away from work.

53:Percentage of Black Americans who use Facebook at least weekly.

40: Percentage of Black Americans who use YouTube at least weekly.

26: Percentage of Black Americans who use Myspace at least weekly.

24: Percentage of the 17 million American Twitter users who are Black.

12: Percentage of U.S. bloggers who are Black.