African-American TV Usage and Buying Power Highlighted

The Nielsen Company today released insights into shopping preferences and television-viewing behavior among African-American consumers (with a total buying power expected to reach $1.1 trillion by 2012). The information comes via a new online publication, Consumer Insight.

Nielsen data on African-Americans’ shopping activity:

• There are few differences among African-American and non-African-American households when it comes to shopping at grocery, mass merchandisers and warehouse club stores
• A much higher proportion of African-American consumers shop at convenience-oriented formats, such as drug, dollar and convenience/gas stores.

• Nearly half (46%) of African-American households shop beauty supply stores - almost three times the rate for non-African-American households.
• Automotive supply stores and electronic stores follow beauty stores as the most popular alternative shopping channels for African-American consumers.
• African-American shoppers make more shopping trips each year compared with the average household (175 versus 165) but spend less per trip ($39 versus $44). 

Nielsen data on African-Americans’ television viewing:

• The top market for African-American TV viewing is New York, which is followed by Atlanta and Chicago.

• During the 2006-2007 television season, seven shows placed among the top 10 primetime programs among both African-American and white viewers.
• The top 3 shows last season (American Idol - Wednesday, American Idol - Tuesday and Dancing With the Stars) ranked in the same position for both groups of viewers.

• In contrast, 10 years ago, during the 1996-1997 season, African-American and white viewers had only one top 10 show in common: Monday Night Football.