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Key points included

  • Time for leisure impacts activity choices, is elusive for some
  • Black consumers enjoy traditional experiences
  • Live TV rules, streaming is saved for anticipated programs

Covered in this report

This report highlights Black consumers’ lifestyles and attitudes, perceptions and behavior related to their leisure and entertainment. The analysis includes in-home and out-of-home leisure activities, video content consumption and drivers to trial of newer types of activities.

Expert analysis from a specialist in the field

Written by Toya Mitchell, a leading analyst in the Multicultural sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Black consumers spend more time, on average, each day engaged in leisure activities in comparison to all consumers but still experience challenges in maximizing their downtime due to money as well as work, personal and familial responsibilities. Time with family and friends is important, but their preference for spending their free time alone to either recharge or decompress leads to participation in familiar solo activities that always deliver on expectations. Toya Mitchell
Senior Analyst, Multicultural Reports

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Top takeaways
            • Key Takeaway Video
              • The insights
                • Time for leisure impacts activity choices, is elusive for some
                  • Figure 1: Black consumers’ lifestyle and entertainment segments, October 2019
                • Black consumers enjoy traditional experiences
                  • Figure 2: Top five ranked in-home and out-of-home leisure activities, October 2019
                • Live TV rules, streaming is saved for anticipated programs
                  • Figure 3: Video content consumption – Live TV, October 2019
                • New, elevated activities offer an opportunity to splurge, if of value
                  • Figure 4: Interest in leading newer types of activities, influences on leisure time activities and attitudes toward lifestyles and entertainment, October 2019
                • The opportunities
                  • Create ancillary experiences for time-strapped consumers
                    • Figure 5: Attitudes toward lifestyles and entertainment – Time-related questions, October 2019
                  • Incentivize trial and repeat participation in emerging experiences with detailed deliverables
                    • What it means
                    • The Market – What You Need to Know

                      • Most Black households are headed by a single person
                        • Black consumers enjoy spending time with family and friends, but less so than all consumers
                          • Content consumption tied to relevance
                            • Educational pursuits and community-based activities fulfilled in free time
                            • The Black Population by the Numbers

                              • Non-Hispanic Black population forecast estimates modest growth
                                • Figure 6: US Population, by race and Hispanic origin, 2019 and 2024
                              • Nearly six in 10 Black households are headed by a single adult
                                • Figure 7: US households – Detailed type, total vs Black, 2018
                            • Market Perspective

                              • Life responsibilities and family duties impact attitudes toward leisure time
                                • Figure 8: Attitudes toward social interaction, total vs Black, April 2018-June 2019
                              • Social media is a valued, yet secondary tool for Black consumers to connect with their circle
                                • Figure 9: Attitudes toward lifestyles and the internet, total vs Black, April 2018-June 2019
                              • “Traditional” activities are not appealing, especially among Black consumers
                                • Figure 10: Leisure activities and hobbies, total vs Black, April 2018-June 2019
                              • Movie viewing platform preferences on par with everyone else
                                • Figure 11: Movie viewing by platform type, total vs Black, April 2018-June 2019
                              • Going to the theater becomes an event – for certain genres
                                • Figure 12: Type of movie seen, by platform, total vs Black, April 2018-June 2019
                              • Live performances are a draw if they are relevant
                                • Figure 13: Live theater, concerts or dance performances attended the most within the last 12 months, total vs Black, April 2018-June 2019
                            • Market Factors

                              • Routines dominate how time is spent – Black consumers look for personal fulfillment
                                • Figure 14: Time spent in primary activities, by race and Hispanic origin, 2018
                              • Watching TV dominates leisure time
                                • Figure 15: Time spend in leisure and sports activities, by race and Hispanic origin, 2018
                              • Lower-than-average income impacts discretionary entertainment budget
                                • Figure 16: US household income distribution, by race and Hispanic origin, 2018
                            • Key Trends – What You Need to Know

                              • Movie theater advertising a key factor in viewership
                                • Innovative new experiences hold appeal among Black consumers
                                  • Mall transformation to entertainment centers attempt to maintain traffic
                                  • What’s Trending?

                                    • Movie trailer advertising translates to theater visits
                                      • Figure 17: Movie advertising spending, total and Black-targeted cable networks, October 2018-October 2018
                                    • Novel activities are of interest to Black consumers
                                      • Figure 18: Complex tweet of 2chainz’s pink trap house, July 2017
                                  • What to Watch

                                    • Malls changing offerings to be the new entertainment center
                                    • The Consumer – What You Need to Know

                                      • Lifestyle and entertainment segments shaped by desired experience
                                        • Black consumers watch most TV programs live, but young consumers embrace anytime, anywhere viewing
                                          • A movie and a meal reign supreme for out-of-home activities
                                            • Black consumers are interested in newer types of activities as long as the experience exceeds the cost
                                              • Money and time drive entertainment participation
                                              • Black Consumers’ Lifestyle and Entertainment Segments

                                                • Money and time drive Black consumers’ activities
                                                  • Figure 19: Black consumers’ lifestyle and entertainment segments, October 2019
                                                • The Socialite seeks to escape from the weight of responsibilities
                                                    • Figure 20: Profile of The Socialite, October 2019
                                                  • Home is the ultimate entertainment center for The Participator
                                                      • Figure 21: Profile of The Participator, October 2019
                                                    • The Homebody just wants to be left alone at home to rest
                                                        • Figure 22: Profile of The Homebody, October 2019
                                                    • In-Home Leisure Activities

                                                      • TV viewership rules alongside all electronic entertainment
                                                        • Figure 23: In-home leisure activities, total vs Black, October 2019
                                                      • Interest in movies hold as important as TV programs for some
                                                        • Figure 24: Top three ranked in-home leisure activities, October 2019
                                                      • Young Black men have the most diverse in-home entertainment preferences
                                                        • Figure 25: In-home leisure activities, by male gender and age group, October 2019
                                                        • Figure 26: In-home leisure activities percent differences, by male gender and age group, total vs Black, October 2019
                                                      • Older Black women more likely to entertain themselves throughout the home
                                                        • Figure 27: In-home leisure activities, by female gender and age group, October 2019
                                                        • Figure 28: In-home leisure activities percent differences, by female gender and age group, total vs Black, October 2019
                                                    • Out-of-home Leisure Activities

                                                      • Dinner and a movie top Black consumers’ out-of-home entertainment
                                                        • Figure 29: Out-of-home leisure activities, total vs Black, October 2019
                                                      • New mall configurations can accommodate Black consumers’ top-ranked activities
                                                        • Figure 30: Top three ranked out-of-home leisure activities, October 2019
                                                      • Dads may seek to connect with kids through his preferred interests
                                                        • Figure 31: Out-of-home leisure activities, by gender and parental status, October 2019
                                                        • Figure 32: Out-of-home leisure activities percent differences, by gender and parental status, total vs Black, October 2019
                                                      • Middle-income households enjoy more activities outside of the home
                                                        • Figure 33: Out-of-home leisure activities, by household income, October 2019
                                                        • Figure 34: Out-of-home leisure activities percent differences, by household income, total vs Black, October 2019
                                                    • Television and Video Content Consumption

                                                      • TV program viewership tied to variety across genres
                                                        • Figure 35: Television and video content consumption, October 2019
                                                      • Live TV rules entertainment, but active viewers also stream
                                                        • Figure 36: Television and video content consumption, by entertainment programs, October 2019
                                                      • Topical programming is consumed in the moment
                                                        • Figure 37: Television and video content consumption, by news and sports programs, October 2019
                                                      • Interactive programming is filler entertainment
                                                        • Figure 38: Television and video content consumption, by reality and home programming, October 2019
                                                    • Interest in Newer Types of Activities

                                                      • Black consumers are just as interested in new activities as all consumers
                                                        • Figure 39: Interest in newer types of activities, total vs Black, October 2019
                                                      • Fun-seeking segments ready to dive into newer types of activities
                                                        • Figure 40: Interest in newer types of activities, by segment groups, October 2019
                                                    • Influences on Leisure Time Activities

                                                      • Price and value drive leisure-time participation
                                                        • Figure 41: Influences on leisure time activities, total vs Black, October 2019
                                                      • More choice drives value and convenience considerations
                                                        • Figure 42: Influences on leisure time activities, by household income, October 2019
                                                        • Figure 43: Influences on leisure time activities, total vs Black, by household income, October 2019
                                                      • Affordability and value hold different meanings across segments
                                                        • Figure 44: Influences on leisure time activities, by segment, October 2019
                                                    • Attitudes toward Lifestyles and Entertainment

                                                      • Budget, then time drives entertainment activities for most
                                                        • Figure 45: Attitudes toward lifestyles and entertainment, October 2019
                                                      • Black consumers more willing to try novel activities
                                                        • Figure 46: Attitudes toward lifestyles and entertainment, total vs Black, October 2019
                                                      • For some, leisure time is for recharging; for others, it’s for work
                                                        • Figure 47: Attitudes toward lifestyles and entertainment, by segment, October 2019
                                                    • Appendix – Data Sources and Abbreviations

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

                                                                • Figure 48: Attitudes toward social interaction, total vs Black, April 2018-June 2019
                                                                • Figure 49: Attitudes toward lifestyles and the internet, total vs Black, April 2018-June 2019
                                                                • Figure 50: Leisure activities and hobbies, total vs Black, April 2018-June 2019
                                                                • Figure 51: Movie viewing by platform type, total vs Black, April 2018-June 2019
                                                                • Figure 52: Type of movie seen, by platform, total vs Black, April 2018-June 2019
                                                                • Figure 53: Live theater, concerts or dance performances attended the most within the last 12 months, total vs Black, April 2018-June 2019

                                                            About the report

                                                            This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                            • The Consumer

                                                              What They Want. Why They Want It.

                                                            • The Competitors

                                                              Who’s Winning. How To Stay Ahead.

                                                            • The Market

                                                              Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                            • The Innovations

                                                              New Ideas. New Products. New Potential.

                                                            • The Opportunities

                                                              Where The White Space Is. How To Make It Yours.

                                                            • The Trends

                                                              What’s Shaping Demand – Today And Tomorrow.

                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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