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Media Consumption by the Black Consumer - US - July 2011

The categories covered in this report include African-American demographics and behavioral data and why it is important for marketers to understand this. The report will focus on the influence of Black media and consumer attitudes toward Black and general market media. We achieve this by covering the following categories in this report:

  • General consumers and their relationship with general market media
  • Black consumers and their relationship with general market media
  • Black consumers and their rapport with Black media
  • online media and their relationship with the Black consumer
  • demographic data on the Black consumer.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Consumer media consumption
                        • Media content
                          • The internet
                            • Television
                              • Newspapers
                                • Magazines
                                  • Radio
                                    • Marketing strategies
                                      • U.S. Black consumer
                                      • Insights and Opportunities

                                        • Advertisement as entertainment
                                          • Increased online programming
                                            • Enhanced online content-sharing opportunities
                                            • Inspire Insights

                                                • Trend: “Make it Mine”
                                                • Media Consumption

                                                  • Key points
                                                    • Type of media consumed
                                                      • By race/Hispanic origin
                                                        • Figure 1: Type of media consumed, by race/Hispanic origin, October 2009-December 2010
                                                      • The Black consumer
                                                        • By gender
                                                            • Figure 2: Type of media consumed by Black consumers, by gender, April 2011
                                                          • By educational attainment
                                                              • Figure 3: Type of media consumed by Black consumers, by educational attainment, April 2011
                                                            • Trended data on media consumption
                                                                • Figure 4: Trended data on the consumption of media by Black consumers, Fall 2005-10
                                                                • Figure 5: Graph: Trended data on the consumption of media by Black consumers, Fall 2005-10
                                                            • Media Content

                                                              • Key points
                                                                • Desired content
                                                                  • Most Black consumers want information that is specific to them
                                                                    • Figure 6: Type of information consumers would like to see more of in the media, by gender, April 2011
                                                                  • By household income
                                                                    • Figure 7: Type of information consumers would like to see more of in the media, by household income, April 2011
                                                                  • Portrayal of Blacks in the media
                                                                    • Women would like to see Blacks portrayed positively in the media
                                                                      • Figure 8: Attitudes toward the portrayal of Blacks in the media, by gender, April 2011
                                                                    • Older respondents place a greater importance on race
                                                                        • Figure 9: Attitudes toward the portrayal of Blacks in the media, by age, April 2011
                                                                      • Ads that miss the mark
                                                                        • Figure 10: Dove ad, May 2011
                                                                      • Identifying with African-American culture
                                                                        • By gender and age
                                                                          • Figure 11: Level to which African-Americans identify with their culture, by age and gender, April 2011
                                                                        • By educational attainment
                                                                          • Figure 12: Level to which African-Americans identify with their culture, by level of educational attainment, April 2011
                                                                      • The Internet

                                                                        • Key points
                                                                          • Connecting to the internet
                                                                            • By household income
                                                                              • Figure 13: From where Black consumers connect to the internet, by household income, April 2011
                                                                            • Online media activities
                                                                              • By race/Hispanic origin
                                                                                • Figure 14: Online activities, sites visited/used in the last 30 days, by race/Hispanic origin, July 2009-Sept. 2010
                                                                              • The Black online consumer
                                                                                • By gender
                                                                                    • Figure 15: Online activities conducted by Black consumers, by gender, April 2011
                                                                                  • By age
                                                                                      • Figure 16: Online activities conducted by Black consumers, by age, April 2011
                                                                                      • Figure 17: Time spent on online activities conducted by consumers, total population vs. Black population, 2011
                                                                                    • Attitudes toward the internet
                                                                                      • By race/Hispanic origin
                                                                                        • Figure 18: Attitudes toward the internet, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                      • By age
                                                                                        • Figure 19: Attitudes toward the internet by Black consumers, by age, July 2009-Sept. 2010
                                                                                      • Teens by race/Hispanic origin
                                                                                        • Figure 20: Teens attitudes toward the internet, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                      • Black teens by gender
                                                                                        • Figure 21: Black teens’ attitudes toward the internet, by gender, July 2009-Sept. 2010
                                                                                    • Television

                                                                                      • Key points
                                                                                        • Attitudes of adult viewers
                                                                                          • By race/Hispanic origin
                                                                                              • Figure 22: Attitudes toward TV viewing and advertising, by race/Hispanic origin, October 2009-December 2010
                                                                                            • Black consumers
                                                                                              • Figure 23: Black consumers’ attitudes toward TV viewing and advertising, by Gender, October 2009-December 2010
                                                                                              • Figure 24: Top 10 African-American television markets, October 2009-December 2010
                                                                                            • Attitudes of teen viewers
                                                                                              • By race/Hispanic origin
                                                                                                  • Figure 25: Attitudes toward TV viewing and advertising, by race/Hispanic origin, October 2009-December 2010
                                                                                                • By gender
                                                                                                    • Figure 26: Black teens’ attitudes toward TV viewing and advertising, by gender, October 2009-December 2010
                                                                                                • Newspapers

                                                                                                  • Key points
                                                                                                    • Adults’ attitudes
                                                                                                      • By race/Hispanic origin
                                                                                                          • Figure 27: Attitudes toward newspapers, by race/Hispanic origin, October 2009-December 2010
                                                                                                          • Figure 28: Blacks’ attitudes toward newspapers, by educational attainment, October 2009-December 2010
                                                                                                          • Figure 29: Blacks’ attitudes toward newspapers, by age and gender, October 2009-December 2010
                                                                                                        • Teens’ attitudes
                                                                                                          • By race/Hispanic origin
                                                                                                            • Figure 30: Teens’ attitudes toward newspapers, by race/Hispanic origin, October 2009-December 2010
                                                                                                          • Black teens by gender
                                                                                                            • Figure 31: Black teens’ attitudes toward newspapers, by gender, October 2009-December 2010
                                                                                                          • Consumption of small publications
                                                                                                            • By age and gender
                                                                                                              • Figure 32: Likelihood of consuming small publications, by age and gender, April 2011
                                                                                                              • Figure 33: Type of information consumers would like to see more of in the media, by gender and age, April 2011
                                                                                                            • By household income
                                                                                                              • Figure 34: Likelihood of consuming small publications, by household income, April 2011
                                                                                                            • Reasons for consuming small publications
                                                                                                              • By age
                                                                                                                  • Figure 35: Reasons for consuming small publications, by age, April 2011
                                                                                                              • Magazines

                                                                                                                • Key points
                                                                                                                  • Adults’ attitudes
                                                                                                                    • By race/Hispanic origin
                                                                                                                      • Figure 36: Attitudes toward magazines, by race/Hispanic origin, October 2009-December 2010
                                                                                                                    • The Black consumer
                                                                                                                        • Figure 37: Blacks’ attitudes toward magazines, by age and gender, October 2009-December 2010
                                                                                                                      • Teen attitudes
                                                                                                                        • By race/Hispanic origin
                                                                                                                          • Figure 38: Teens’ attitudes toward magazines, by race/Hispanic origin, October 2009-December 2010
                                                                                                                        • Black teens
                                                                                                                          • Figure 39: Black teens’ attitudes toward magazines, by gender, October 2009-December 2010
                                                                                                                      • Radio

                                                                                                                        • Key points
                                                                                                                          • Adults’ attitudes
                                                                                                                            • By race/Hispanic origin
                                                                                                                              • Figure 40: Attitudes toward the radio, by race/Hispanic origin, October 2009-December 2010
                                                                                                                            • The Black consumer
                                                                                                                              • Figure 41: Blacks’ attitudes toward the radio, by age and gender, October 2009-December 2010
                                                                                                                            • Teens’ attitudes
                                                                                                                              • Attitudes toward radio listenership
                                                                                                                                • Figure 42: Teens’ attitudes toward radio, by race/Hispanic origin, October 2009-December 2010
                                                                                                                              • Listening to the radio online
                                                                                                                                • Figure 43: Teens’ likelihood on listening to the radio online, by race/Hispanic origin, October 2009-December 2010
                                                                                                                            • Marketing Strategies

                                                                                                                              • Key points
                                                                                                                                • Television
                                                                                                                                  • Verizon
                                                                                                                                    • Figure 44: Verizon Wireless, Television ad, July 2010
                                                                                                                                    • Figure 45: Verizon Wireless, Television ad, February 2011
                                                                                                                                  • BET
                                                                                                                                    • Figure 46: BET (Black Entertainment Television), Television ad, September 2010
                                                                                                                                  • Time Warner
                                                                                                                                    • Figure 47: Time Warner Cable, Television ad, November 2010
                                                                                                                                  • Radio One
                                                                                                                                    • Figure 48: Radio One, Television ad, December 2010
                                                                                                                                  • Online
                                                                                                                                    • Clutch
                                                                                                                                      • Figure 49: Clutch, Website homepage
                                                                                                                                    • The Urban Daily
                                                                                                                                      • Figure 50: The Urban Daily, Website homepage
                                                                                                                                    • Magazines
                                                                                                                                      • Ebony
                                                                                                                                        • Figure 51: Ebony, July 2011 Magazine Covers
                                                                                                                                        • Figure 52: Ebonyjet.com, Website homepage
                                                                                                                                    • Cluster Analysis

                                                                                                                                        • Nonspecifically Black
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunities
                                                                                                                                                • Positively Black
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunities
                                                                                                                                                        • Information-Seeking Identifiers
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunities
                                                                                                                                                                • Characteristic tables
                                                                                                                                                                  • Figure 53: Black media consumption clusters, April 2011
                                                                                                                                                                  • Figure 54: From where Black consumers connect to the internet, by Black media consumption clusters, April 2011
                                                                                                                                                                  • Figure 55: Preferred method of communication, by Black media consumption clusters, April 2011
                                                                                                                                                                  • Figure 56: Level to which African-Americans identify with their culture, by Black media consumption clusters, April 2011
                                                                                                                                                                  • Figure 57: Attitudes toward the portrayal of Blacks in the media, by Black media consumption clusters, April 2011
                                                                                                                                                                  • Figure 58: Type of information consumers would like to see more of in the media, by Black media consumption clusters, April 2011
                                                                                                                                                                • Demographic tables
                                                                                                                                                                  • Figure 59: Black media consumption clusters, by gender, April 2011
                                                                                                                                                                  • Figure 60: Black media consumption clusters, by age, April 2011
                                                                                                                                                                  • Figure 61: Black media consumption clusters, by household income, April 2011
                                                                                                                                                                  • Figure 62: Black media consumption clusters, by education, April 2011
                                                                                                                                                                  • Figure 63: Black media consumption clusters, by region, April 2011
                                                                                                                                                                • Cluster methodology
                                                                                                                                                                • U.S. Black Population

                                                                                                                                                                    • Key points
                                                                                                                                                                      • U.S. population by race/Hispanic origin
                                                                                                                                                                        • Figure 64: Population, by race and Hispanic origin, 2000-15
                                                                                                                                                                        • Figure 65: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                        • Figure 66: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                      • U.S. Black population
                                                                                                                                                                        • Black population by age
                                                                                                                                                                          • Figure 67: U.S. Black population, by age, 2005-15
                                                                                                                                                                        • U.S. Black geographic concentration
                                                                                                                                                                          • Figure 68: Black geographic concentration, by region, 2007
                                                                                                                                                                        • Black population by state
                                                                                                                                                                          • Figure 69: States with largest Black population, 2008
                                                                                                                                                                          • Figure 70: States with the highest share of Black residents, 2008
                                                                                                                                                                        • Black metros
                                                                                                                                                                            • Figure 71: Metropolitan status of Black households, 2001 and 2007
                                                                                                                                                                            • Figure 72: Top 10 metropolitan areas with the largest number of Black residents, 2006-08
                                                                                                                                                                          • Black purchasing power
                                                                                                                                                                            • Black income
                                                                                                                                                                              • Figure 73: Household income distribution for all households and Black households, 2008
                                                                                                                                                                            • Income of Black households versus total U.S. households
                                                                                                                                                                              • Figure 74: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
                                                                                                                                                                            • Purchasing power by race/Hispanic origin
                                                                                                                                                                              • Figure 75: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                              • Figure 76: Top 10 states with the largest share of Black buying power, 2008
                                                                                                                                                                              • Figure 77: Top 10 states, by rate of growth of Black buying power, 1990-2008
                                                                                                                                                                            • Black households
                                                                                                                                                                              • Figure 78: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                            • Country of origin/heritage
                                                                                                                                                                              • African immigrants
                                                                                                                                                                                  • Figure 79: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000
                                                                                                                                                                                • Caribbean immigrants
                                                                                                                                                                                  • Top five countries of origin
                                                                                                                                                                                    • Geographic location
                                                                                                                                                                                      • Neighborhood characteristics
                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • American Marketing Association (AMA)
                                                                                                                                                                                        • Association of National Advertisers (ANA)
                                                                                                                                                                                        • National Association of Black Journalists
                                                                                                                                                                                        • National Association of Broadcasters
                                                                                                                                                                                        • Newspaper Association of America
                                                                                                                                                                                        • Target Market News Inc
                                                                                                                                                                                        • US Department of Commerce

                                                                                                                                                                                        Media Consumption by the Black Consumer - US - July 2011

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