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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