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 Black Stats  
Frequently requested data on African American consumers

Black Buying Power:
 $836 Billion (2010)

Black U.S. Population:
 41.1 million

Top Five Black Cities
 - New York
 - Chicago
 - Detroit
 - Philadelphia
 - Houston

Top Five Black Metros:
 - New York-New Jersey
 - Washington-Baltimore
 - Chicago-Gary
 - Los Angeles
 - Philadelphia

Top Five Expenditures:
 - Housing $203.8 bil.
 - Food $65.2 bil.
 - Cars/Trucks $29.1 bil.
 - Clothing $29.3 bil.
 - Health Care $23.6 bil.
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uick access to key stats
U.S. Census 
Bureau Data

Click here to go to African-American Census Bureau data

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Polk: Growth of 2010 black car buying market 10 times greater than general market
Toyota was top brand with African-Americans

(April 26, 2011) Toyota led all automotive brands among new vehicle purchases by African-Americans in 2010, according to Polk.  Total new vehicle registrations among this audience reached 641,090, an increase of 11.5 percent over 2009 -- and represented 7.4 percent of all new vehicle registrations in 2010.  Furthermore, the African-American market volume increase was 68.6 percent greater than the non-ethnic market increase of 6.8 percent.

"With the U.S. population growing faster in the African-American segment than others, there's a significant opportunity for automotive manufacturers and dealers to begin to align marketing initiatives toward this specific audience," said Marc Bland, product strategist at Polk.  "Those companies that are ahead of the curve, like Toyota, are already reaping the rewards."

Brand Performance among African-Americans

The top five brands account for 60 percent of the African-American market, each with more than 10 percent share.  Ford and Chevrolet joined Toyota to round out the top three. 

The complete top 10 is as follows:

 

Brand

Percentage of African-
American market

Toyota

15.0%

Ford

11.7%

Chevrolet

11.4%

Honda

11.3%

Nissan

10.2%

Hyundai

5.6%

Kia

4.2%

Dodge

4.0%

GMC

2.8%

Volkswagen

2.2%

African-American Market Growth Leaders
Buick, Hyundai, Kia, Cadillac, GMC and Infiniti are doing extremely well with the African-American market.  With the exception of Cadillac, all grew faster in 2010 within the African-American market than overall.
 

Brand

Percentage change in
African-American market
vs. 2009

Buick

72.2%

Hyundai

53.2%

Kia

34.6%

Cadillac

34.4%

GMC

33.6%

Infiniti

30.9%

Subaru

28.3%

Audi

27.1%

Acura

21.0%

Volkswagen

20.6%

Ford

19.3%

Nissan

18.9%

Mazda

16.3%

Chevrolet

13.4%

Land Rover

13.1%

Buick increased its registrations in the African-American market by 72.2 percent in 2010, and Hyundai was up 53.2 percent over 2009 with this audience.  

Acura, Land Rover, Mercedes and BMW are not growing their share of the African-American market as fast as the overall market.  These brands have significant opportunity to connect more with this audience and grow their share of the market by attracting more affluent African-Americans to their brands.

The U.S. Census Bureau projects that the African-American population will grow 12 percent by 2020 and nearly 25 percent from current levels in 2030.  If manufacturers do not establish themselves with these critical ethnic audiences now, significant growth opportunities with these influential and critical groups will be missed.

Polk works with manufacturers to help them analyze potential market opportunities and partners with dealers, advertising and digital agencies to create strategies for reaching the growing African-American consumer base.

About Polk
Polk is the premier provider of automotive information and marketing solutions.  The organization collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage.

Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm,

Polk is based in Southfield, Michigan with operations in Australia, Canada, China, France, Germany, Japan, South Korea, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.


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New "Buying Power" report: Black consumers spend as economy grows
Details $507 billion in expenditures

African-American consumers are cautiously increasing their spending in some key product categories, even as they continue to make adjustments in a slowly growing economy. The finding comes from the 16th annual edition of "The Buying Power of Black America" report published by Target Market News..

In 2009, black households spent an estimated $507 billion in 27 product and services categories. That's an increase of 16.6% over the $435 billion spent in 2008. African-Americans" total earned income for 2009 is estimated at $836 billion...

Story continued...






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