African Americans
Alban Stievenart
Sophie Blandin
Monica Allison
The Facts on African Americans
 Demographic:
32 million African Americans in United States
Non Hispanic blacks are 12 percent of the
US population.
 Education:
In 1999 15% black people had a college
degree.
2000: climbed to 17%
 Unemployment:
African Americans: 10.2%
1.7 million people
More Demographics
 Health:
A young black boy in the inner city has the same
probability of dying by age 45 as white children
nationwide do of dying by age 65.
 Location:
39% of black people live in
suburbs and they are far
wealthier.
Generalities
 A common heritage besides skin
color
 Used to be a greater homogeneity
than the ‘Whites’ market
 Homogeneity of this market is
challenged by the increasing
differences in education level and
income

33% of black families live below
the poverty level
Core Values
 Family and Home life
 A strong group
consciousness
 Believe in education
 Always try to better your
life
Education
 Great differences among African
Americans
 Those living below the poverty line receive
inferior education
learn skills and behavior
from the street rather than from a parents
 Middle-Class African Americans are rapidly
becoming more educated
Family Characteristics
 Women are head of household :
 A great deal of authority in the family
 For the middle class : Powerful consumers
 More and more middle class African American move to
suburbs.
 Family below the poverty line : Often live only with their
mother in a crime-ridden urban neighborhood. Lack the
skills needed to get the job
Spending habits
 More active than average consumers
in many sectors
 High priority on defining their
personal style
very sensitive to
brands to better their personal image
or to translate their wish for a better life
 Leisure shoppers
Shop ‘til you drop
 Social event
 Favor department
stores
 Customer Respect
 Products
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Luxury goods
Jewelry
Personal Care Services
Home electronics
 Price is not an option!
Looking Good
 Personal Appearance
 Image
 Brand Equity
– “Look at me I’ve made it”
– Younger Generation
– 50+
Media and Advertising
 Advertising
–
–
–
–
Increased Affluence
Importance of Culture
Emphasis on Image and Success
Unique style
 Media
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Prime Time Television
BET
Magazines
Late night radio
Preferred Media
Remember : Women are most often the head of the household
BLACK WOMEN
ALL WOMEN
TV : average number of hours
viewed per week
37.4
29.4
Prime-Time TV : average
number of hours viewed per
week
12.4
11.5
Daytime TV : average number
of hours viewed per week,
weekdays
3.5
2.9
Radio : average number of
hours listened per week
22.6
18.5
Newspaper : average number
of newspapers read in 28-days
period
18.3
19.6
Magazines : average number
of issues read per month
16.5
12.2
57.1%
68.9%
Internet : percent who have
access
Source : Mediamark research, Inc., 2002
Cognac and Macaroni
 Hennessy Cognac Company
– Ethnic Identity
– Suburban “Urbanites”
 Kraft
– Customized Dishes
– Mac and Cheese and Kool-aid