Market Research: African American

Downloadable copies of reports referenced below are available upon request.  Page 1 | Page 2

4/1/12 Social Media The Facebook Factor
Quantifying The Impact Of A Facebook Fan On Brand Interactions. In order to assess the Facebook factor for a brand, market insights professionals need to add four questions to their company’s survey around being a Facebook fan of the brand, likelihood to purchase, amount of money spent in the past 12 months, and likelihood to recommend. [request report]
9/1/11 Consumer The State of the African American Consumer
The three areas of focus in this report include a review of demographic characteristics, a survey of the programs and mediums favored by the group, and a look at overall consumer packaged goods buying behavior. [request report]
6/1/11 Social Media Twitter Update 2011
African Americans and Latinos continue to have high rates of adoption of the service. Fully 25% of online African Americans use Twitter at least occasionally, with 11% doing so on a typical day. [request report]
4/1/11 Digital The New Digital American Family
African-American media habits are TV- and mobile-centric. They own four or more sets per household and spend almost 40 percent more time watching TV, especially premium cable channels, than the U.S. average. African-Americans also run up more mobile voice minutes per month—1,261—than any other group. [request report]
4/1/11 Digital: Online Does Place Really Matter? Broadband Availability, Race and Income
Broadband service is becoming much more ubiquitous in high minority, low-income communities, yet levels of adoption still remain relatively low. Race is not a significant explanatory variable for disparate broadband deployment, and despite the availability of mobile broadband in all areas, wireless is still inconsistent within regions. [request report]
3/31/11 TV Who Watches What (and How Much)? U.S. TV Trends by Ethnicity
In November 2010, African-Americans used their TVs an average of 7 hours 12 minutes each day–far above the total U.S. average of 5 hours 11 minutes. Asians used their TVs the least, just 3 hours and 14 minutes on average. African-Americans also used DVD players and video game consoles more than average. [request report]
3/1/11 TV State of the Media: U.S. TV Trends by Ethnicity
How and what Americans watch on TV varies to some degree based on their ethnicity. The Nielsen Company takes a look TV viewing and usage trends in 2010. [request report]
2/1/11 Digital: Smartphone Among Mobile Phone Users, Hispanics, Asians are Most-Likely Smartphone Owners in the U.S.
Although only 42 percent of Whites who purchased a mobile phone in the past six months chose a smartphone over a feature phone, 60 percent of Asians/Pacific Islanders, 56 percent of Hispanics, and 44 of African Americans who recently bought cellphones chose smartphones.[request report]
10/1/10 Digital: Online Blacks Online: Young, Mobile and Social
Black consumers are more open to marketing messages in most media than consumers of other races, particularly whites. Their mobile usage, from texting to product searches, means they are already in stores doing price comparisons and checking out what their digital circle has to say about purchases they are considering.[request report]
9/20/10 Consumer Research Reveals Lower-Income/Multicultural Shoppers Represent $115 Billion Opportunity in Rapidly Changing Economy
Lower-Income shopper segment is key battleground for intense market share competition across retail channels and CPG manufacturers. [request report]
9/17/10 Digital Technology Trends Among People of Color
Access to the digital world is increasingly being untethered from the desktop, and this is especially true for people of color. Minority internet users don’t just use the social web at higher rates, their attitudes towards these tools differ as well. [request report]
8/24/10 Digital: Phone African-Americans, Women and Southerners Talk and Text The Most in the U.S.
African-Americans use the most voice minutes – on average more than 1,300 a month. Next are Hispanics, chatting an average of 826 minutes a month. Whites use roughly 647 voice minutes a month. African-Americans and Hispanics also text the most. Hispanics send and receive around 767 SMS messages a month while African-Americans send and receive around 780 – and Whites…(566 texts a month). [request report]
7/1/10 Radio Black Radio Today 2010: How America Listens to Radio
Urban AC (most popular radio format among Black listeners) consumed nearly 31% of their radio listening—an increase of 9% from 2009 and more than 11% ahead of the next-most-listened-to format. Radio’s relationship with its Black audience is consistent over time as well—despite a growing number of media choices, radio can boast near-universal reach with this demographic. [request report]
7/1/10 Consumer Goodpurpose 4th Annual Global Study
86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests. Social media continues to drive social purpose. Global issues are local concerns. Emerging markets take the lead. [request report]