Black Stats Frequently requested
data on African American consumers
Black Buying Power:
$836 Billion (2010)
Black U.S. Population:
Top Five Black Cities
- New York
Top Five Black Metros:
- New York-New Jersey
- Los Angeles
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. ______________________
Quick access to key stats
Click here to go to African-American Census Bureau
2011 by Target Market News Inc. All rights reserved
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Study: Blacks more likely than whites to support causes and social
(June 16, 2011) Nearly one in three African American adults (30%) and
four in ten Hispanics (39%) say they are more likely to support a cause
or social issue online than offline today -- both significantly higher
percentages than Caucasians (24%), according to the new Dynamics of
Cause Engagement study. Jointly conducted in late 2010 by Georgetown
University's Center for Social Impact Communication and Ogilvy Public
Relations Worldwide, the study examined trends in cause involvement and
the roles of a variety of activities in fostering engagement with social
issues among American adults age 18 and over.
Among American adults, there appear to be some significant differences
in how the ethnicities perceive social media and their effectiveness in
facilitating cause involvement. African Americans and Hispanics are
significantly more likely to believe that they can help get the word out
about a social issue or cause through online social networks (58% and
51%, respectively, vs. 34% of Caucasians). They also subscribe more
readily to the belief that social networking sites like Facebook make it
easier to support causes today, and that these sites help increase
visibility for causes.
While traditional media (print and television) and personal
relationships remain the primary ways in which Americans learn about
causes, both African Americans and Hispanics are significantly more
likely than Caucasians to look to social media as an additional source
of information (31% and 27% vs. 21%, respectively). Similarly, social
media are not among the top ways Americans most often support causes --
donating money or personal items, talking to others and learning about
the issues rank the highest -- but again, African Americans and
Hispanics are significantly more likely than Caucasians to engage with
causes through promotional social media activities (e.g., joining a
cause group on Facebook, posting a logo to a social profile,
contributing to blogs).
Social Media Overload Americans are generally in agreement when it comes to potential
cause-related social media overload, though they differ in the degree to
which certain tools drive their "cause fatigue" the most. For example,
Caucasians are significantly more likely to feel that emails about
causes sometimes feel like spam (76%, vs. 66% of African Americans and
69% of Hispanics). Hispanics are significantly more likely to believe
that everybody "likes" causes on Facebook and it doesn't really mean
anything. And while half of Caucasians and Hispanics (48% and 51%,
respectively) agree that they get too many emails about causes now, a
significantly lower number of African Americans (33%) feel this way.
Americans are in strong agreement that everyone can make a difference by
supporting causes. However, African Americans and Hispanics are
significantly more likely than Caucasians to believe that supporting
causes makes them feel like a part of a community. They also are
significantly more likely to feel that it is important that their family
be involved in causes (55% of Hispanics and 54% of African Americans,
vs. 46% of Caucasians), and to have been actively involved in supporting
causes when growing up (40% of Hispanics and 45% of African Americans,
vs. 32% of Caucasians).
Overall, Americans are in agreement when it comes to the causes in which
they are most involved, with supporting our troops, feeding the hungry
and health-related causes (e.g., breast cancer and heart disease)
topping the list. However, African Americans and Hispanics are
significantly more likely than Caucasians to be involved in several key
issues, including diabetes, domestic violence, bullying, childhood
obesity, Haiti relief and HIV/AIDS.
Ogilvy Public Relations Worldwide and Georgetown University's Center for
Social Impact Communication developed the study with the objectives of
showcasing trends in cause involvement and evaluating the role of a
variety of activities in fostering engagement. An online survey was
conducted by TNS Global among a nationally representative sample of
2,000 Americans ages 18 and over. The survey was fielded November 30 to
December 22, 2010, and has a margin of error of +/--2.2% at the 95%
ORDER TODAY! New
"Buying Power" report: Black consumers spend as economy grows Details $507
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...