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African-American TV Usage and Buying Power Highlighted »
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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).Â
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.
