Weren't able to attend the 2009 Marketing to African-Americans with
Excellence (MAAX) Summit? Order the workbook which contains hard
copies of the presentations made by some of the nation's top experts on
Black consumer marketing, including:
Carol H. Williams Agency
Media Economics Group
Salon Sense Magazine Sanders\Wingo
Target Market News
The MasterMind Group
The Media Audit
The Nielsen Company
U.S. Census Bureau
2010 by Target Market News Inc. All rights reserved
228 S. Wabash Ave.
Chicago, IL 60604
sleep patterns significantly different from other ethnic groups They're more likely to watch TV, engage in religious practice
(March 8, 2010) The 2010 Sleep in America poll released today by the
National Sleep Foundation (NSF) reveals significant differences in the
sleep habits and attitudes of Asians, Blacks/African-Americans,
Hispanics and Whites. It is the first poll to examine sleep among these
four ethnic groups.
NSF's Sleep in America poll found that more than three-fourths of
respondents from each ethnic group agree that poor sleep is associated
with health problems (76-83%). These new findings echo lessons learned
by former President Bill Clinton who recently admitted that he has
adopted a new lifestyle regimen to sleep seven or more hours on the
advice of his doctors.
The poll also shows that all groups report disturbingly similar
experiences missing work or family functions because they were too
sleepy (19-24%). Among married people or couples living together, all
ethnic groups report being too tired for sex frequently (21- 26% of the
"As the leading voice of sleep health, we are committed to better
understanding people's sleep needs," says David Cloud, CEO of the
National Sleep Foundation. "By exploring ethnic and family sleep
practices we have gained new insight into why we sleep the way we do."
Blacks/African-Americans report the busiest bedtime routines.
Blacks/African-Americans are the most likely to report performing
activities in the hour before going to bed every night or almost every
night, specifically watching TV (75%) and/or praying or doing another
religious practice (71%).
Whether on weekdays/workdays or non-workdays/weekends,
Blacks/African-Americans spend much more time in bed without sleeping
than the other ethnic groups (54 minutes on weekdays/workdays and 71
minutes on non-workdays/weekends).
Blacks/African-Americans and Hispanics (10% each) are ten times more
likely to report having sex every night than Asians (1%) and 2.5 times
more likely than Whites (4%).
Most Blacks/African-Americans report praying every night (71%); more
than four times the reported frequency of Asians (18%), twice the rate
of Whites (32%) and 1.5 times the rate of Hispanics (45%).
Blacks/African-Americans (17%) and Asians (16%) are more likely than
Whites (9%) and Hispanics (13%) to report doing job-related work in the
hour before bed, among those employed.
Blacks/African-Americans report losing sleep every night over personal
financial concerns (12%) and employment concerns (10%) at a higher rate
than Whites (6% and 7%) or Asians (1% and 4%). Hispanics are almost
equally concerned each night about these two issues (11% and 9%,
"The hour before bed is an important time to relax and wind-down before
going to sleep," says Thomas J. Balkin, Ph.D., Chairman of the National
Sleep Foundation. "For those who are having problems sleeping, it's a
good idea to consider whether your bedtime routines may be too
While Blacks/African-Americans report the least amount of sleep, they
also say they need less sleep.
Blacks/African-Americans report getting the least amount of sleep on
workdays/weekdays (6 hours and 14 minutes). Interestingly, they also say
that they need only 7 hours and 5 minutes of sleep each night to perform
at their best during the day, which is significantly less sleep than
Asians and Hispanics (7 hours and 29 minutes each).
Blacks/African-Americans report getting an average of 34 minutes less
sleep on a work night/weeknight than Asians and 38 minutes less than
"The finding that Blacks/African-Americans say they need less sleep and
get less sleep is instructive for public health professionals," says
Jose S. Loredo, MD, MPH, Professor of Medicine at the University of
California, San Diego. "Their total sleep time and attitudes regarding
sleep may be associated with Blacks/African-Americans' higher rates of
sleep apnea, hypertension and diabetes and provide sleep-related insight
into how to improve awareness and education programs and, very
importantly, how to improve therapy compliance rates."
Annual Edition 'Buying Power of Black America' report
breaks down billions in expenditures (January
19, 2010) Black consumers are responding to tighter economic
condition by focusing more of their spending on items and services
that improve their homes and lifestyle. That's one of the trends
revealed in the 15th annual report, "The Buying Power of Black
America," published by Target Market News. The report analyzes
spending for black households in 2008 and finds that