It can be a task powering through Nielsen's 2013 African-American Consumer Report with 32 pages chock-full of "insights, data, trends and perspectives that better prepare marketers and brands to connect with this audience segment." Yada, yada, yada.
Despite the lengthy read, there are actually quite a few interesting gems to note about the AA consumer that are not to be glossed over. We sifted through the data round-up to present ten interesting tidbits that caught our eyes.
From the annual report released Sept. 19:
- No group watches more television than African-Americans (37 percent more) who lean heavily toward programming that includes diverse characters and casts. AA women watch more television than their male counterparts.
- Of the $75 billion spent on television, magazine, internet, and radio advertising, only $2.24 billion of it was spent with media focused on AA audience. AA businesses, agencies and media continue to wrestle with this disparity as it is not reflective of the overall, high consumption patterns and behavioral trends of the AA consumer.
- While African-American men continue to dominate as the financial providers for Black households, companies seeking to connect with African-American consumers may want to pay close attention to women who comprise 54 percent of the adult AA population. [...] Women control 43 percent of the annual spending power of the AA population.
- Contrary to popular belief, African Americans' unemployment today is not significantly different than it has been historically. In spite of these numbers, AA have demonstrated a resiliency in coping with tough economic times.
- The top ten primetime programs among African-Americans include: VH1's Love & Hip Hop Atlanta (1), ABC's Scandal (2), BET's Real Husbands of Hollywood (3), Bravo's Real Housewives of Atlanta (4), VH1's T.I. and Tiny (5), BET's The Game (6), VH1's Love & Hip Hop 3 (7), VH1's Hit The Floor (8), Fox's American Idol - Wednesday (9) and VH1's Black Ink Crew (10).
- African-Americans spend 44 percent more time on education and career sites than the total market.
- African-Americans read financial magazines 28 percent more than other consumers and spend an average of 87 minutes online looking at websites related to finance and investment, which is 12 percent higher than the overall market.
- Facebook is the most heavily used social networking site based on both the number of unique visits and time spent per person. There are interesting variances between age groups for the most time spent on social media platforms such as: 45-64 year-olds spend the most time on Facebook; 35-44 year-olds are more likely to spend more time on Tumblr; 18-34 year-olds spend 11 percent more time on Twitter thn those 35-44 and 45-64 combined.
- The top African-Amerian movies with AA casts include: Django Unchained (1), 42 (2), Flight (3), Tyler Perry's Temptation (4), The Call (5), Snitch (6), A Haunted House (7), Alex Cross (8), Tyler Perry's Peeples (9).
- The top movies appealing to African-Americans include: Tyler Perry's Temptation (1), Flight (2), Resident Evil Retribution (3), Taken 2 (4), A Good Day to Die Hard (5), Gangster Squad (6), Oblivion (7), Man of Steel (8), Django Unchained (9).
Check out the full consumer report here!