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Black Consumers' Lifestyles and Entertainment - US - April 2015

“Black consumers participate in a wide range of activities. Community, cultural and faith-based activities are front and center. There’s been a rise in entertainment expenditures over the last five years, and it’s expected to increase. There’s an opportunity for marketers to tap into this segment, particularly among single Millennials and families.”
– Tonya Roberts, Multicultural Analyst

This report answers the following questions:

  • What role do faith and spirituality play in entertainment?
  • How has spending changed, and what are plans for the coming year?
  • What are opportunities for advertisers and how can they connect with Black consumers?

The growth in the Black population and buying power continue to outpace that of Whites. Black consumers lead very hectic busy lives  they work hard and play harder. They find enjoyment and entertainment in the simple things in life from watching their favorite TV show to dining out or going to the park or beach. Watching movies and TV shows is a popular pastime, whether at home or at a friend’s house. This gives them greater exposure to TV ads, which they are highly receptive to. In addition to TV, Blacks are very active socially, especially Millennials and men.

Since Blacks are early tech-adopters—television and gaming are among the leading activities that Blacks do at home— this creates a tremendous opportunity for technology brands. Blacks participate in a wide range of activities outside of home—from dining out and going to the movies to nightclubs and church. Marketers should tap into Black consumers’ strong sense of community and seek activities that connect them to Black culture, and allow them to give back in some way though volunteerism, attending fundraisers and networking events. Blacks have a strong desire to spend more time with their family and close friends, and at the same time are looking for activities that help them to unwind and escape life’s pressures. 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Expenditure data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market: Expenditures forecast to grow 41% from 2014-19
                        • Figure 1: Expenditures and fan chart forecast of black consumers and entertainment, at current prices, 2009-19
                      • Segment overview
                        • Market drivers
                          • Marketing strategies
                            • The consumer
                              • Changes in spending on entertainment
                                • In-home activities
                                  • Figure 2: Top 5 activities that Blacks do at home at least once a week, January 2015
                                • Out-of-home activities
                                  • Figure 3: Top 5 activities Black consumers do away from home, by frequency, January 2015
                                • Types of events attended and plan to attend
                                  • Figure 4: Top 5 types of events Blacks attended or plan to attend, January 2015
                                • Factors that impact event attendance
                                  • Lifestyle goals that may impact entertainment choices
                                    • Figure 5: Top 5 personal entertainment goals Blacks plan to achieve in the next year, January 2015
                                  • What we think
                                  • Issues and Insights

                                      • What role do faith and spirituality play in entertainment?
                                        • The issues
                                          • The implications
                                            • How has spending changed, and what are plans for the coming year?
                                              • The issues
                                                • The implications
                                                  • What are opportunities for advertisers and how can they connect with Black consumers?
                                                    • The issues
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Giving Back
                                                            • Trend: Locavore
                                                              • Trend: Slow it All Down
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Expenditures forecast to grow 41% from 2014-19
                                                                    • Figure 6: Entertainment expenditures by Black households, at current prices, 2009-19
                                                                    • Figure 7: Entertainment expenditures by Black households, at inflation-adjusted prices, 2009-19
                                                                  • Fan chart forecast
                                                                      • Figure 8: Expenditures and fan chart forecast of Black consumers and entertainment, at current prices, 2009-19
                                                                  • Segment Performance Overview

                                                                    • Key points
                                                                      • Audio-visual equipment and services accounts for lion’s share
                                                                        • Figure 9: Entertainment expenditures by Black households, by category, at current prices, 2009-19
                                                                      • 2012 was a big year for increases, audio-visual expected to nearly double from 2009-19
                                                                        • Figure 10: Entertainment expenditures by Black households, by category, at current prices, 2009-19
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Advancements in home entertainment
                                                                          • Blacks are celebratory, prevalence of Blacks on TV a reason to party
                                                                            • More singles, entertainment is a priority and adds variety
                                                                              • Gentrification brings businesses back to Black communities
                                                                              • Marketing Strategies

                                                                                • Key points
                                                                                  • Overview of the brand landscape
                                                                                    • TV is still Blacks #1 form of entertainment
                                                                                      • Comcast XFINITY
                                                                                        • Network television
                                                                                          • Technology and communication brands target Millennials
                                                                                            • Verizon’s ‘#PotentialofUs’ campaign
                                                                                              • Beats by Dre’s ‘#SoloSelfie’ campaign
                                                                                                • NFL and NBA tap into the passion and fan spirit
                                                                                                  • Figure 11: Nike, Training Day television ad, 2013
                                                                                                • US Forest Services launches campaign aimed at attracting Blacks
                                                                                                • Changes in Spending on Entertainment

                                                                                                  • Key points
                                                                                                    • Seven in 10 Blacks spent more or the same on leisure and entertainment
                                                                                                      • Figure 12: How Blacks’ entertainment spending is changing compared to other categories, January 2015
                                                                                                    • Men and people 18-34 spent more on entertainment-related items
                                                                                                      • Figure 13: Leisure and entertainment related expenses Blacks spent more on in the past year, by key demographics, January 2015
                                                                                                  • In-home Activities

                                                                                                    • Key points
                                                                                                      • Television is the leading form of entertainment
                                                                                                        • Figure 14: Activities that Blacks do at home, by frequency of doing the activity, January 2015
                                                                                                      • Men more into YouTube, streaming, and video games
                                                                                                        • Figure 15: In-home activities Blacks frequently participate in, by gender, January 2015
                                                                                                      • Older Blacks watch network TV, younger people watch cable, videos and stream
                                                                                                          • Figure 16: Frequent TV-related activities Blacks do, by gender and age, January 2015
                                                                                                        • Men are heavier gamers, but women 18-34 play more games on their smartphones
                                                                                                          • Figure 17: Frequent gaming-related activities Blacks do, by gender and age, January 2015
                                                                                                        • Older men do more cooking and hosting parties, women do more reading
                                                                                                          • Figure 18: Other in-home activities, by gender and age, January 2015
                                                                                                      • Out-of-home Activities

                                                                                                        • Key points
                                                                                                          • Dining out, going to church, shopping are among top leisure activities
                                                                                                            • Figure 19: Activities Black consumers do away from home, by frequency, January 2015
                                                                                                          • Four in 10 Blacks go to church at least once a week
                                                                                                            • Figure 20: Frequency of participating in activities away from home, by frequency, January 2015
                                                                                                          • Men are far more social and active with leisure and entertainment activities
                                                                                                            • Figure 21: Frequent activities Blacks do away from home, by gender, January 2015
                                                                                                          • Dining out
                                                                                                            • Men more likely to eat at QSRs, fast-casual restaurants, pizza restaurants, food trucks
                                                                                                                • Figure 22: Type of restaurants visited in the past month, by gender, September 2014
                                                                                                              • Blacks eat at fast food restaurants significantly more than Whites
                                                                                                                • Figure 23: Frequency of visiting fast food and drive-in restaurants in the past 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                              • Men more likely than women to eat at sit-down restaurants
                                                                                                                • Figure 24: Type of restaurants visited in the past month, by gender, September 2014
                                                                                                              • Movie theater visits
                                                                                                                • Figure 25: Movie theater attendance in last six months, by race/Hispanic origin, August 2014
                                                                                                              • Black movie goers attend frequently, nearly every month
                                                                                                                • Figure 26: Frequency of going to the movies in the last six months, by race/Hispanic origin, August 2014
                                                                                                              • Blacks like to shop – Shopping is an escape and social outing
                                                                                                                • Figure 27: Attitudes toward shopping in general, by race/Hispanic origin, August 2013-September 2014
                                                                                                                • Figure 28: Preferences for shopping alone versus with others, by race/Hispanic origin, August 2013-September 2014
                                                                                                              • Sports and fitness
                                                                                                                • Figure 29: Major sports associations followed in the last 12 months, by race/Hispanic origin, April 2014
                                                                                                                • Figure 30: Sports fans level of engagement, by race/Hispanic origin, April 2014
                                                                                                                • Figure 31: Blacks’ usage of and interest in digital fitness tools, July 2014
                                                                                                                • Figure 32: Sports and fitness participated in the last 12 months, by race/Hispanic origin, January 2013-March 2014
                                                                                                              • Nightclubs and bars
                                                                                                                • Neighborhood lounges present opportunity for marketers to showcase their brands
                                                                                                                  • Figure 33: Locations where Blacks consume alcoholic beverages outside of the home in the past month, by gender, September 2014
                                                                                                                • Blacks go to casino more than three times on average in a year
                                                                                                                  • Figure 34: Casino attendance in the last 12 months, by race/Hispanic origin, August 2013-September 2014
                                                                                                                  • Figure 35: Frequency of visiting a casino in the last 12 months, August 2013-September 2014
                                                                                                                • Las Vegas is leading casino destination for Blacks
                                                                                                                  • Figure 36: Casino destinations visited, by race/Hispanic origin, January 2015
                                                                                                              • Attending Events

                                                                                                                • Key points
                                                                                                                  • Local and cultural events draw attendance among Blacks
                                                                                                                    • Figure 37: Types of events Blacks attend or plan to attend, by attend versus plan to attend in next 12 months, January 2015
                                                                                                                  • Young Black men (aged 18-34) more likely to attend all types of events
                                                                                                                    • Figure 38: Types of events Blacks have attended in the last 12 months, by gender and age, January 2015
                                                                                                                • Information Sources for Out-of-home Entertainment

                                                                                                                  • Key points
                                                                                                                    • Blacks attend events that help to unwind and spend quality time with family
                                                                                                                      • Figure 39: Factors that Blacks take into consideration when choosing out-of-home events, by gender, January 2015
                                                                                                                    • Word-of-mouth plays a huge role in raising awareness of events to attend
                                                                                                                      • Figure 40: Information sources that Blacks use for out-of-home entertainment, by gender, January 2015
                                                                                                                  • Lifestyle Goals that Impact Entertainment Choices

                                                                                                                    • Key points
                                                                                                                      • Family-oriented events likely to appeal to Blacks, major priority for many
                                                                                                                        • Figure 41: Personal entertainment goals Blacks plan to achieve in the next year, January 2015
                                                                                                                    • Appendix – The US Black Population

                                                                                                                        • Key points
                                                                                                                          • Buying power
                                                                                                                            • Figure 42: Buying power trends among Black consumers, 1990-2018 (projections)
                                                                                                                          • Black buying power is growing at a faster rate than that of White consumers
                                                                                                                            • Figure 43: Changes in buying power, by race, June 2013
                                                                                                                          • Black buying power more than $1 trillion
                                                                                                                            • Figure 44: Top 10 states or areas ranked by share of Black buying power, 2013
                                                                                                                          • Top 10 states with highest buying power represent two thirds of buying power
                                                                                                                            • Figure 45: Top 10 states ranked by value of Black buying power, 2013
                                                                                                                          • Population statistics
                                                                                                                            • Black population growing at a faster rate than Whites
                                                                                                                              • Figure 46: Population by race and Hispanic origin, 2010-20
                                                                                                                            • Black population growth slows
                                                                                                                              • Figure 47: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                            • Children younger than 18 account for 26% of Black population
                                                                                                                              • Figure 48: Black population, by age, 2010-20
                                                                                                                            • Geographic concentration
                                                                                                                              • Majority of Blacks reside in the South; a different marketing approach may be needed
                                                                                                                                • Figure 49: Black geographic concentration, by region, 2010
                                                                                                                              • Population grows in the South, reverse migration may be occurring
                                                                                                                                • Figure 50: Top 20 states or areas with highest Black population and percentage change from 2000-10, 2010
                                                                                                                              • New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
                                                                                                                                • Figure 51: Top 10 cities with the largest population of Blacks, 2010
                                                                                                                              • More than 80% of Detroit’s and Jackson’s population is Black
                                                                                                                                • Figure 52: Top 10 cities with the highest percentage of Blacks [in millions], 2010
                                                                                                                              • Gender
                                                                                                                                • Figure 53: Men by race and Hispanic origin, 2009-19
                                                                                                                                • Figure 54: Women by race and Hispanic origin, 2009-19
                                                                                                                              • Generations
                                                                                                                                • iGeneration and Millennials represent nearly half of Black population
                                                                                                                                  • Figure 55: Population of generations, by race/Hispanic origin, 2014
                                                                                                                                  • Figure 56: Distribution of population by race and generation, 2015
                                                                                                                                • Marital status
                                                                                                                                  • Only one third of Blacks are married, compared to 50% or more of others
                                                                                                                                    • Figure 57: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                                  • Blacks twice as likely never to marry
                                                                                                                                    • Figure 58: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
                                                                                                                                    • Figure 59: Marital status of Blacks, by age, 2013
                                                                                                                                    • Figure 60: Marital status of Black adults, by gender, 2013
                                                                                                                                  • Parental status
                                                                                                                                    • One third of Black households are headed by women
                                                                                                                                      • Figure 61: Households type, by race of householder, 2013
                                                                                                                                    • More Black children born to unmarried women in 2012
                                                                                                                                      • Figure 62: Fertility rate, by race and Hispanic origin of mother, 2002-12
                                                                                                                                      • Figure 63: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
                                                                                                                                      • Figure 64: Households with own children, by race and Hispanic origin of householder, 2013
                                                                                                                                      • Figure 65: Who children live with, by race and Hispanic origin, 2012
                                                                                                                                      • Figure 66: Black households, by presence and ages of own children, 2013
                                                                                                                                    • Education
                                                                                                                                      • Majority of Blacks seek college, while others may be relying on entrepreneurship
                                                                                                                                        • Figure 67: Educational attainment of Blacks aged 25 or older, by age, 2012
                                                                                                                                      • Income
                                                                                                                                        • Blacks have lower household incomes, attributed to several factors besides occupation
                                                                                                                                          • Figure 68: Median household income, by race and Hispanic origin of householder, 2013
                                                                                                                                        • Average median household income up 17% in a 10-year period
                                                                                                                                          • Figure 69: Median household income for households headed by blacks, in inflation-adjusted dollars, 2003-13
                                                                                                                                      • Appendix – Black Advertising Firms

                                                                                                                                        • Appendix – Black Community Organizations

                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • Burrell Communications Group, LLC
                                                                                                                                            • Comcast Corporation
                                                                                                                                            • Facebook, Inc.
                                                                                                                                            • National Football League Inc.
                                                                                                                                            • Nike
                                                                                                                                            • Twitter, Inc.
                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                            • Verizon Communications Inc.
                                                                                                                                            • VH1
                                                                                                                                            • YouTube, Inc.

                                                                                                                                            Black Consumers' Lifestyles and Entertainment - US - April 2015

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