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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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U.S. Census 
Bureau Data

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Broadband use and multiplatform TV viewing increase among all ethnic segments

(December 27, 2010)Horowitz Associates' latest study, Multiplatform Content and Services: Multicultural Edition, focuses on multiplatform TV consumption among Black, Hispanic, Asian, and White broadband users. 

A study fielded by Horowitz earlier this year suggested that although Black and Hispanic homes under-index for broadband, they are driving new broadband growth.  In Horowitz's new study, multicultural consumers with broadband also lead the way in ownership of video-enabled handheld devices: 84% of Asian and 83% of Hispanic and Black broadband users can access video on a handheld, compared to 74% of Whites. 

With growing access to alternative platforms and more robust content on them, the study finds multicultural consumers are generally more involved in multiplatform TV than Whites.  Almost half (48%) of Asian, 46% of Hispanic, and 35% of both Black and White broadband users watch TV content online; 16% of Asian, 22% of Hispanic, 19% of Black, and 15% of White broadband users watch TV content on a handheld (weekly data).

Despite heavy usage of multiplatform TV, the traditional set still dominates.  Seventy-four percent of Black broadband users who watch TV on alternative platforms report that most of their viewing still occurs primarily on the TV set. Among other groups, 70% of Asians, 75% of Hispanics and 75% of Whites reported doing so.

 On the other hand, for 24% of Black broadband users, alternative platforms are now used equally or more than traditional TV. Twenty-nine percent of Asians and 22% of Hispanics said the same.

One-quarter of Asian (24%) and White (25%) multichannel subscribers say they are considering/might consider cancelling their TV subscriptions if more of their favorite content were available online. The potential for cord-cutting is lower among Hispanics and Blacks; still 18% of Hispanic, and 13% of Black multichannel subscribers are considering/would consider cutting the cord.

"Our data consistently show that multicultural audiences tend to be on the leading edge for advanced technologies and services," asserts Adriana Waterston, VP of Business Development for Horowitz Associates.  "When it comes to alternative TV platforms, multicultural consumers want more choice, not less.  Any players in the multicultural space need to deliver what viewers are coming to expect: cross-platform content."

For more about the study, visit www.horowitzassociates.com/mcs10.html


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

(November 1, 2010) 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 soon to be issued 16th annual edition of "The Buying Power of Black America" report.

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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