Annual Edition 'Buying Power of
Black America' report breaks down billions in expenditures 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
Story continued... _________________
2010 by Target Market News Inc. All rights reserved
228 S. Wabash Ave.
Chicago, IL 60604
Report: The Internet represents 32% of daily media exposure for
(September, 21, 2010) New information from The Media Audit's National
Report reveals that for many African American households, the Internet
now plays a significant role insofar as the amount of time spent online
in a typical day. According to a national study among more than 7,000
African American adults, the typical amount of time spent online is 4
hours and 21 minutes per day, a figure that is 10% higher when compared
to all U.S. adults.
The amount of time spent online among all U.S. adults is 3 hours and 57
minutes per day. The latest findings represent a dramatic shift in media
behavior among African Americans. A similar study conducted in 2005
revealed the typical amount of time spent online among African Americans
was 1 hour and 9 minutes per day.
Today, African Americans spend an average of 13 hours and 24 minutes per
day exposed to all media which includes radio, television, newspaper,
outdoor billboards, and the Internet. As a result, the Internet
represents 32.5% of total daily media exposure for the typical African
American. The study further reveals the only other medium in which
African Americans spend more time with on a daily basis is television,
but the increased time spent online has impacted how much time is spent
with other media.
For example, television represents 35.2% of total daily media exposure
for African Americans today. In 2005, television represented 42.9% of
total daily media exposure. Radio has fared a similar fate, as the
medium today represents 21.1% of total daily media exposure for African
Americans. In 2005, the medium represented 31.4% of total daily media
exposure. Both are examples of why advertisers need to consider a more
multifaceted approach to reaching this consumer group.
While media exposure is shifting among African Americans, this consumer
group continues to consume media at a higher rate than the typical U.S.
adult. Whereas African Americans spend 13 hours and 24 minutes per day
exposed to all media, the typical U.S. adult spends 11 hours and 33
minutes per day. This represents significant marketing opportunities for
advertisers, as the buying power of African Americans is expected to
exceed $1 trillion by 2012.
According to The Media Audit's most recent National Report, one in five
African Americans plan to purchase a new or used vehicle in the next 12
months, compared to 14.9% for all U.S. adults. As a result, African
Americans are 37% more likely to be in the market for a car, van, truck
or SUV. The figure represents more than 3.7 million African Americans
across The Media Audit's 80 measured markets. Furthermore, African
Americans are 48% more likely than the typical adult to be planning a
van, truck or SUV purchase and 72% more likely to be planning the
purchase of a domestic vehicle.
According to The Media Audit, 41.4% of all U.S. adults planning to buy a
new or used vehicle watch television before 9am on a typical day,
however, 53.9% of African Americans planning a new or used vehicle
purchase watch TV during this time period. As a result, advertisers who
want to reach African American buyers may want to emphasize this daypart
in a media schedule. Furthermore, nearly half of African Americans who
plan to buy a vehicle are considered heavy internet users, spending at
least three hours or more per day online.
In Houston, for example, an automobile advertiser placing spots on KHOU
Channel 11's morning news program would achieve 27.4% reach with African
American automobile buyers, however, a combination of the station's
early news program and the station's website would yield an unduplicated
net reach of nearly 40%. The unduplicated reach is established through
The Media Audit's Ad Campaign Planner program.
African Americans also represent significant buying power in other
categories, such as consumer electronics, fast food , and higher
education. For example, African Americans are 48% more likely to be
planning to buy audio equipment such as a CD, MP3 player or IPod, while
the same consumer group is 59% more likely to be planning to purchase
video equipment such as a camera, VCR, or DVD player. Furthermore,
African Americans are 31% more likely to eat fast food three or more
days in a typical week, and 38% more likely to be taking a college
course in the next year.
For more information on this study, or for more information on The Media
Audit National Report visit