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Blacks and Entertainment - US - July 2012

According to the U.S. Census Bureau, the Black population is expected to reach 42.6 million by 2016, an 11.3% increase from 2006. Currently at $957 billion, Black spending power is expected to climb to $1.25 trillion by 2015. Black consumers spend their leisure time in a variety of ways, some common and some more non-traditional (as do all ethnic groups). They exhibit stronger preferences for a specific set of activities that remains consistent through all age, gender and income segments within the Black population. Many of these preferences were formed as a result of cultural and historical influences. Others have evolved as a result of new technologies or as part of the larger “nesting” trend taking place in America.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Issues in the Market

                      • How is Black consumer spending on entertainment changing?
                        • Are book publishers missing the mark with Black consumers?
                          • What can movie theaters do to increase revenue?
                          • Executive Summary

                              • The market
                                • Market factors
                                  • Figure 1: Changes in household expenditure on entertainment compared to a year ago, by gender and age, April 2012
                                • Black consumers aged 18-34
                                  • Figure 2: Generations, by race/Hispanic origin, 2011
                                • Entertainment preferences of the Black consumer
                                  • Entertainment events attended by Black consumers
                                    • Figure 3: Events attended in the previous year, by Black consumers, April 2012
                                  • Sports viewed
                                    • Figure 4: Top five sports viewed by Black consumers in the past 12 months, by race/Hispanic origin, October 2010-November 2011
                                  • Frequency of movie attendance
                                    • Figure 5: Frequency of attending movie theaters in the past year, by gender and age, April 2012
                                  • Top five online activities
                                    • Figure 6: Top five online or internet activities realized in the last 30 days by Black consumers, by race/Hispanic origin, October 2010-November 2011
                                  • Black consumers are the least likely to purchase games and toys
                                    • Figure 7: Games and toys purchased in the last 12 months, by race/Hispanic origin, October 2010-November 2011
                                  • The consumer
                                    • U.S. Black population
                                      • Figure 8: Population, by race/Hispanic origin, 2007-17
                                    • Presence and ages of children in the household
                                      • Figure 9: Presence and ages of children in the household, by race/Hispanic origin, 2011
                                    • Purchasing power
                                      • Figure 10: Purchasing power, by race/Hispanic origin, 1990-2015
                                    • What we think
                                    • Insights and Opportunities

                                      • Outdoor festivals and street fairs are marketing opportunities
                                        • Turning family reunions into entertainment events
                                        • Inspire Insights

                                            • Trend: Click and Connect
                                              • Trend: Extend My Brand
                                              • The Black Entertainment Consumer

                                                • Key points
                                                  • Changes in household expenditure on entertainment
                                                    • Figure 11: Changes in household expenditure on entertainment, by gender and age, April 2012
                                                  • Blacks and Asians are more likely to increase spending on live entertainment
                                                      • Figure 12: Expected change in spending on live entertainment, by race/Hispanic origin, July 2011
                                                    • Who accompanies Black consumers to events
                                                      • Figure 13: Who accompanies Black consumers to events, April 2012
                                                    • Household income and its impact on events parents attend with children
                                                        • Figure 14: Type of events that Black consumers were accompanied by children, by household income, April 2012
                                                      • Gathering information on events
                                                        • Figure 15: Ways in which Black consumers gather information about and/or buy tickets for entertainment events, by frequency of usage, April 2012
                                                      • Social networking sites as a source of entertainment information
                                                          • Figure 16: Ways in which Black consumers gather information about and/or purchase tickets for entertainment events, by age, April 2012
                                                        • Attendance influencers
                                                            • Figure 17: Influencers when attending an entertainment event, by gender and age, April 2012
                                                        • Entertainment Activities

                                                          • Key points
                                                            • Entertainment activities
                                                              • Types of activities attended
                                                                • Figure 18: Events attended in the past year, by gender and age, April 2012
                                                              • Books
                                                                • Black fiction and book clubs
                                                                  • Likelihood of purchasing a book and type of book
                                                                    • Figure 19: Likelihood of purchasing books (not e-books) and type of book, by race/Hispanic origin, October 2010-November 2011
                                                                  • Place of purchase of books
                                                                    • Figure 20: Place of purchase of books (not e-books) in the past year, by race/Hispanic origin, October 2010-November 2011
                                                                  • E-books
                                                                    • Figure 21: Likelihood of reading/listening to e-books, by race/Hispanic origin, October 2010-November 2011
                                                                  • Type of device used for downloading book
                                                                    • Figure 22: Type of device used for downloading a book from the internet, by gender and age, April 2012
                                                                  • Sports
                                                                    • Sports viewed
                                                                      • Figure 23: Sports viewed in the past 12 months, by race/Hispanic origin, October 2010-November 2011
                                                                      • Figure 24: Sports watched – regular seasonal, by gender and age, October 2010-November 2011
                                                                    • Sports attended
                                                                      • Figure 25: Sports events attended, by race/Hispanic origin, October 2010-November 2011
                                                                      • Figure 26: Sports events attended, by household income, October 2010-November 2011
                                                                    • Black sports fans are the most receptive to game-time advertising
                                                                      • Figure 27: Attitudes toward sports advertising, by race/Hispanic origin, February 2012
                                                                  • Movies

                                                                    • Key points
                                                                      • Frequency of going to the movies
                                                                        • Figure 28: Frequency of movie attendance in the last 90 days, by race/Hispanic origin, October 2010-November 2011
                                                                        • Figure 29: Frequency of attending movie theaters in the past year, by gender and age, April 2012
                                                                      • Genre of movies viewed
                                                                        • Figure 30: Type of movie usually viewed, by race/Hispanic origin, October 2010-November 2011
                                                                      • Movie preferences by Black consumers
                                                                        • Figure 31: Type of movies usually viewed, by gender and age, October 2010-November 2011
                                                                      • Movies in 3-D
                                                                        • Figure 32: Likelihood of watching a movie in 3-D, by race/Hispanic origin, October 2010-November 2011
                                                                      • Search tools used for movie information
                                                                        • Figure 33: Where Black consumers search for movie times and locations, by age, April 2012
                                                                      • Purchase movie tickets
                                                                        • Figure 34: Ways in which Black consumers purchase movie tickets, by gender and age, April 2012
                                                                      • Ticketing system
                                                                        • Figure 35: Black consumers who might be interested in cell phone-based ticketing system, by gender and age, April 2012
                                                                      • Items purchased at the theater
                                                                        • Figure 36: Items purchased at the movie theater, by gender and age, April 2012
                                                                    • The Black Online Entertainment Consumer

                                                                      • Key points
                                                                        • Online activities
                                                                          • Online banking is the second most popular online activity among Black consumers
                                                                            • Figure 37: Online or internet activities realized in the last 30 days, by race and Hispanic origin, October 2010-November 2011
                                                                          • Women aged 35-54 are the most likely group to purchase online
                                                                            • Figure 38: Online activities, by gender and age, October 2010-November 2011
                                                                          • Technology items utilized for online activities
                                                                            • Figure 39: Activities performed with various technology items, April 2012
                                                                          • Social media
                                                                            • Belonging to social websites
                                                                              • Figure 40: Likelihood of belonging to social sharing/networking websites, by race/Hispanic origin, October 2010-November 2011
                                                                            • Black consumers aged 25-34 are the most likely to visit SNS
                                                                              • Figure 41: Likelihood of visiting social sharing/networking websites, by age, October 2010-November 2011
                                                                            • Online music
                                                                              • Figure 42: Technology device used for downloading music, by gender age, April 2012
                                                                            • Online video
                                                                              • Figure 43: Devices used for downloading video, TV shows, movies from the internet, by gender and age, April 2012
                                                                            • Downloading video games from the internet
                                                                              • Figure 44: Device used for downloading a video game from the internet, gender and age, April 2012
                                                                          • Games and Toys

                                                                            • Key points
                                                                              • Likelihood of purchase and type of games/toys purchased
                                                                                • Figure 45: Games and toys purchased in the last 12 months, by race/Hispanic origin, October 2010-November 2011
                                                                              • Presence of children and not household income impact purchase of games and toys
                                                                                • Figure 46: Games and toys, by household income, October 2010-November 2011
                                                                                • Figure 47: Games and toys, by presence of children in household, October 2010-November 2011
                                                                              • Types of games/toys purchased
                                                                                • Black consumers are the most likely to purchase video games
                                                                                  • Figure 48: Type of games and toys purchased in the past 12 months, by race and Hispanic origin, October 2010-November 2011
                                                                                • The Black games and toys consumer
                                                                                  • Household income has little impact on types of games and toys purchased
                                                                                    • Figure 49: Games and toys, by household income, October 2010-November 2011
                                                                                  • More than half of video game buyers are from households without children
                                                                                    • Figure 50: Games and toys, by presence of children in household, October 2010-November 2011
                                                                                • Marketing Strategies

                                                                                  • Key points
                                                                                    • TV advertising
                                                                                      • Carpenter Theatre - Richmond Center
                                                                                        • Figure 51: Birthday & Belle, August 26, 2011
                                                                                      • Alvin Ailey
                                                                                        • Figure 52: Alvin Ailey, November 28, 2011
                                                                                      • Essence Music Festival
                                                                                        • Figure 53: The Best In Music, June 8, 2012
                                                                                      • Fisher-Price
                                                                                        • Figure 54: Animal Kingdom, October 3, 2011
                                                                                      • Event marketing
                                                                                        • Essence Music Festival
                                                                                          • Odunde Festival
                                                                                            • The Bud Billiken Parade and Picnic
                                                                                              • American Black Film Festival
                                                                                                • Los Angeles Film Festival
                                                                                                  • African Diaspora International Film Festival
                                                                                                  • U.S. Black Population

                                                                                                    • Key points
                                                                                                      • U.S. population by race/Hispanic origin
                                                                                                        • Figure 55: Population, by race and Hispanic origin, 2007-17
                                                                                                        • Figure 56: Population, by race/Hispanic origin, 1970-2020
                                                                                                        • Figure 57: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                      • Age
                                                                                                        • Generations by race
                                                                                                          • Figure 58: Generations, by race/Hispanic origin, 2011
                                                                                                        • Black population by age
                                                                                                          • Figure 59: U.S. Black population, by age, 2006-16
                                                                                                          • Figure 60: U.S. Population, by age, 2006-16
                                                                                                        • U.S. Black geographic concentration
                                                                                                          • Figure 61: Black geographic concentration, by region, 2007
                                                                                                        • Black population by state
                                                                                                          • Figure 62: Top 10 states with largest Black population, 2011
                                                                                                        • Population by geographic concentration
                                                                                                          • Figure 63: States ranked with the highest share of Black residents, 2011
                                                                                                        • Black metros
                                                                                                          • Figure 64: Metropolitan status of Black households, 2006 and 2011
                                                                                                          • Figure 65: Top 10 states ranked by change in black population, 2000-10
                                                                                                          • Figure 66: Top 10 metropolitan areas with the largest number of Black residents, 2010
                                                                                                        • Black purchasing power
                                                                                                          • Black income
                                                                                                            • Figure 67: Median household income, by race and Hispanic origin of householder, 2010
                                                                                                            • Figure 68: Household income distribution for all households and Black households, 2010
                                                                                                          • Purchasing power by race/Hispanic origin
                                                                                                            • Figure 69: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                            • Figure 70: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                            • Figure 71: Top 10 states/regions with the largest share of Black buying power, 2010
                                                                                                            • Figure 72: Top 10 states, by rate of growth of Black buying power, 1990-2010
                                                                                                          • Affluent Blacks
                                                                                                            • Black households
                                                                                                              • Figure 73: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
                                                                                                              • Figure 74: Presence and ages of children in the household, by race/Hispanic origin, 2011
                                                                                                            • Country of origin/heritage
                                                                                                              • African immigrants
                                                                                                                • Caribbean immigrants
                                                                                                                  • Geographic location
                                                                                                                  • Appendix—Other Useful Information

                                                                                                                      • Figure 75: Likelihood of purchasing books (not e-books) and type of book, by gender, October 2010-November 2011
                                                                                                                      • Figure 76: Likelihood of reading/listening to e-books, by gender, October 2010-November 2011
                                                                                                                      • Figure 77: Frequency of visiting social sharing/networking websites, by age, October 2010-November 2011
                                                                                                                      • Figure 78: Who accompanied Black consumers to live concerts, musical performances, and street fairs, by gender and age, April 2012
                                                                                                                      • Figure 79: Who accompanied Black consumers to art exhibits and museums, by gender and age, April 2012
                                                                                                                      • Figure 80: Who accompanied Black consumers to movie theaters, by age, April 2012
                                                                                                                      • Figure 81: Who accompanied Black consumers to cultural and philanthropic events and book-related events, by age, April 2012
                                                                                                                      • Figure 82: Who accompanied Black consumers to sporting and fraternity/sorority events and family reunions, by age, April 2012
                                                                                                                      • Figure 83: Events attended in the past year by Black consumers, by gender and household income, April 2012
                                                                                                                      • Figure 84: Movie attendance, by race/Hispanic origin, October 2010-November 2011
                                                                                                                      • Figure 85: Likelihood of watching a movie in 3-D, by age, October 2010-November 2011
                                                                                                                  • Appendix—Trade Associations

                                                                                                                    Companies Covered

                                                                                                                    • Google, Inc.
                                                                                                                    • YouTube, Inc.

                                                                                                                    Blacks and Entertainment - US - July 2012

                                                                                                                    £3,199.84 (Excl.Tax)