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Black Consumers' Lifestyles and Entertainment - US - January 2017

"Black consumers are optimistic about life in general, their purpose in life, and how they spend their time. They rely on family and faith to keep them grounded and emotionally fulfilled while living out their passions. Their passions and the trends they follow tend to collide in their leisure time, particularly in regards to media connectivity, whether user-generated or disseminated among the masses. Income and age are the great differentiators in how Blacks live their lives and make choices in the entertainment that feeds their interests."

- Toya Mitchell, Multicultural Analyst

This report will cover the following areas:

  • Family is at the center of Blacks’ choice of leisure and entertainment activities
  • Less access to green space, parks, other recreational spaces in Black neighborhoods impact participation
  • If you build it, they will come
  • Budgetary constraints impact entertainment choices and outlook

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • What we’ve seen
          • The issues
            • Family is at the center of Blacks’ choice of leisure and entertainment activities
              • Figure 1: Blacks’ outlook on life – leisure choices, November 2016
            • Less access to green space, parks, other recreational spaces in Black neighborhoods impact participation
              • Figure 2: Out-of-home activities with lowest participation, November 2016
            • If you build it, they will come
              • Figure 3: Top 10 TV programs Black consumers viewed in the past seven days, July 2015-August 2016
            • Budgetary constraints impact entertainment choices and outlook
              • Figure 4: Attitudes toward lifestyles and entertainment, by household income, November 2016
            • The opportunities
              • Showcase all forms of family in entertainment messaging
                • Figure 5: Family groups, by Black vs total, 2015
              • Demonstrate low-cost examples of having fun outside of the usual suspects
                • Sponsor up-and-coming content producers to directly reach specific audiences
                  • What it means
                  • The Market – What You Need to Know

                    • Most Black adults are single
                      • Black households include more family-related adults
                        • In-home devices and platforms dominate entertainment spending
                        • The Black Population by the Numbers

                          • Black population expected to remain steady at about 13% of total US
                            • Figure 6: Total US and Black population estimates, 2012-22
                          • Almost one third of Blacks fall within the two youngest generations
                            • Figure 7: Distribution of generations by race, 2017
                          • Black adults are the least likely to be married
                            • Figure 8: Married share of population, by race and Hispanic origin, 2015
                        • Market Perspective

                          • One third of Black households are raising children
                            • Figure 9: Households with related children, by race and Hispanic origin of householder, 2016
                          • … and are more likely to live with relatives
                            • Figure 10: Family groups, by race and Hispanic origin, 2015
                        • Market Factors

                          • Community- and spiritual-based activities drive leisure time spent outside the home
                            • Figure 11: Time spent per day in primary activities, by race and Hispanic origin, 2015
                            • Figure 12: Time spent per day in leisure and sports activities, by race and Hispanic origin, 2015
                          • Leisure spending driven by home-based activities
                            • Figure 13: Annual entertainment expenditures – Means and shares, by segment, 2015
                        • Key Trends – What You Need to Know

                          • Younger Blacks seek full life experiences across their favorite trends
                            • Television remains Blacks’ favorite entertainment source, especially cable
                              • Black producers take content creation into their own hands
                              • What’s Working?

                                • Increased TV programming options showcasing Black culture
                                  • Digital platforms linking music enthusiasts with live entertainment events
                                  • What’s Struggling?

                                    • Black consumer participation at recreational venues
                                      • Affordable out-of-home entertainment options for lower-income Black households
                                      • What’s Next?

                                        • More culturally relevant, independently distributed content
                                        • The Consumer – What You Need to Know

                                          • Blacks’ leisure time is primarily driven by family time
                                            • Blacks’ leisure time includes obligations outside of work
                                              • Media activities, primarily television, dominate Blacks’ in-home entertainment
                                                • Most Blacks follow media-related trends, especially social connectivity
                                                • Blacks’ Attitudes toward Lifestyles and Entertainment

                                                    • Social ties and a positive attitude drive Blacks’ outlook on life
                                                      • Figure 14: Attitudes toward lifestyles and entertainment – Agree, November 2016
                                                    • Black women have greater balance between social connection and solitude
                                                      • Figure 15: Attitudes toward lifestyles and entertainment – Agree, by gender, November 2016
                                                    • Time mellows attitudes toward life and the pursuit of happiness
                                                        • Figure 16: Attitudes toward lifestyles and entertainment – Agree, by generation, November 2016
                                                      • Household income not a driver of most attitudes on life
                                                        • Figure 17: Attitudes toward lifestyles and entertainment – Agree, by household income, November 2016
                                                    • Blacks’ Outlook on Life

                                                        • Black consumers live life to the fullest
                                                          • Figure 18: Blacks’ outlook on life – satisfaction and social life, November 2016
                                                        • Black lives are centered on family and friends
                                                          • Figure 19: Blacks’ outlook on life – leisure choices, November 2016
                                                        • Contentment with life increases as Blacks age
                                                          • Figure 20: Blacks’ outlook on life – satisfaction, social life, and leisure choices, by generation, November 2016
                                                        • More Black married men report satisfaction with life
                                                          • Figure 21: Black men’s outlook on life – satisfaction, social life, and leisure choices, by marital status, November 2016
                                                        • Black women sacrifice their personal time for their children
                                                          • Figure 22: Black women’s outlook on life – satisfaction, social life, and leisure choices, by marital status, November 2016
                                                      • Factors Affecting Blacks’ Lifestyles and Entertainment

                                                          • Blacks are pulled between wanting more leisure vs entertainment
                                                            • Figure 23: Opinions about lifestyles and entertainment, November 2016
                                                          • Black women’s hectic lives prompt them to seek greater peace
                                                            • Figure 24: Opinions about lifestyles, by all and female, November 2016
                                                          • Black iGens/Millennials crave more experiences vs older generations
                                                            • Figure 25: Opinions about lifestyles and entertainment, by generation, November 2016
                                                          • More affluent Blacks are time-strapped leisure wise, but find fulfilment in their careers
                                                            • Figure 26: Opinions about lifestyles, by household income, November 2016
                                                        • Preferred At-Home Activities

                                                            • Blacks gravitate toward digital media more than the general market
                                                              • Figure 27: Preferred at-home activities, by Blacks indexed to all, November 2016-December 2016
                                                            • Television is the number one at-home activity for Blacks
                                                              • Figure 28: Top 10 TV programs Black consumers viewed in the past seven days, July 2015-August 2016
                                                            • Cable television delivers culturally relevant programming for Blacks
                                                              • Figure 29: Top 15 cable TV networks Black consumers viewed in the past seven days, July 2015-August 2016
                                                              • Figure 30: Attitudes toward video content, by Black consumers and indexed to all, May 2016
                                                            • Music and radio personalities are a part of the community
                                                              • Figure 31: Top 10 radio formats Black consumers listened to within a 24-hour period, July 2015-August 2016
                                                              • Figure 32: Use of digital music services in the last 30 days and top services used, July 2015-August 2016
                                                            • Black women drive communal activities at home
                                                              • Figure 33: Preferred at-home activities – communal activities, by gender, November 2016
                                                            • Even with hectic lives, Black parents have a more active home life vs non parents
                                                              • Figure 34: Preferred at-home activities, by parental status, November 2016
                                                          • Preferred Out-of-Home Activities

                                                              • Church and spiritual fellowship more important to Blacks
                                                                • Figure 35: Preferred out-of-home activities, by Blacks indexed to all, November 2016-December 2016
                                                              • Food is love… even when dining out
                                                                • Figure 36: Visits family and sit-down restaurants and with whom: any meal, July 2015-August 2016
                                                              • Black women more likely than men to do activities outside the home
                                                                • Figure 37: Preferred out-of-home activities, by gender, November 2016
                                                              • Black iGens/Millennials are out and about with their family and friends
                                                                • Figure 38: Preferred out-of-home activities, by generation, November 2016
                                                              • Married Blacks are active with family, single Blacks mingle with other singles
                                                                • Figure 39: Preferred out-of-home activities, by marital status, November 2016
                                                              • Black urbanites take advantage of proximity to entertainment venues, events
                                                                • Figure 40: Preferred out-of-home activities, by area, November 2016
                                                            • Blacks’ Interest in Trends

                                                                • Content and connection is the primary trend among Black consumers
                                                                  • Figure 41: Blacks’ interest in trends, November 2016
                                                                • Black women more likely to keep up with most trends
                                                                  • Figure 42: Blacks’ interest in trends, by gender, November 2016
                                                                • Black iGens/Millennials are super connected
                                                                  • Figure 43: Blacks’ interest in trends, by generation, November 2016
                                                                • Middle-income Blacks gravitate to trends that impact their standard of living
                                                                  • Figure 44: Blacks’ interest in trends, by household income, November 2016
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms
                                                                      • Appendix – Consumer Tables

                                                                          • Figure 45: Top 10 TV programs Black consumers viewed in the past seven days, July 2015-August 2016
                                                                          • Figure 46: Top 15 cable TV networks Black consumers viewed in the past seven days, July 2015-August 2016
                                                                          • Figure 47: Top 10 radio formats Black consumers listened to within a 24-hour period, July 2015-August 2016
                                                                          • Figure 48: Use of digital music services in the last 30 days and top services used, July 2015-August 2016
                                                                          • Figure 49: Visits family and sit-down restaurants and with whom: any meal, July 2015-August 2016

                                                                      Companies Covered

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                                                                      Black Consumers' Lifestyles and Entertainment - US - January 2017

                                                                      US $3,995.00 (Excl.Tax)