Our Demographics
Engage & Empower
The unique opportunity for engaging African-American consumers lies in a company’s ability to make that consumer feel connected, respected and reflect them as a viable consumer of a product. While African Americans are voracious consumers of media such as television, radio, and print, many companies assume that because there are no language barriers, there is no need to advertise to Black audiences through African-American media outlets. This is a missed opportunity for companies, who can use such outlets to reach Black consumers in trusted environments where Blacks see themselves most often reflected. Consider the following facts on Blacks perceptions on advertising.
"We as Blacks have to be responsible for deciding, ‘How do I want to spend my money and do I want to spend it with brands that are paying attention to me?"
-Cheryl Grace, co-creator of the Diverse Intelligence Series Report
the urban trendsetters audience
This is a great place to add a tagline.
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91% believe that Black media is more relevant to them
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81% believe that products advertised on Black media are more relevant to them
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77% believe that Black media has a better understanding of the needs and issues that affect them
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78% would like to see more Black models/actors used in ads, and over half (51%) would purchase a product if the advertising portrayed Blacks positively
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73% believe that Black media keeps them in touch with their heritage
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68% want to see more commercials directed specifically to Black audiences
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67% want to see more advertising targeting Black consumers
AGE & GENDER
Gender
Female 60%
Male 40%
Age
4% 18 and Under
16% 19-25
45% 26-35
35% 36-45
10% 46 and Older ‘
Median Age 32
With Children 4 & under 22%
14-18 35%
HOUSEHOLD & INCOME
Income
10% under $24,000
20% $25,000-$35,000
22% $36,000-$49,000
35% $50,000-$74,000
13% over $75,000.00
Avg. Household Income $65,000
Household
52% 2 or more persons employed in household
Real Estate Primary Residence 77% Own Other Real Estate 33& Apartment 38%
BUSINESS & WORK
Income Description
Business Owner / Entrepreneur
35% Own a business
Employment
47% White Collar
32% Blue Collar
EDUCATION
Level of Completion
5% High School Students
95% High School Grads
28% Some College
47% College Degree
19% Graduate School
LIFESTYLE
Auto
Owns or Leases Two
or More Vehicles 63%
Owns or Leases Three
or More Vehicles 28%
Plans to Buy or Lease a
Vehicle in Next 12 Months 32%
Travel
Average Domestic Round-Trips Via Commercial Airline in Past Year 7 Average Foreign Round-Trips Via Commercial Airline in Past Year 5
One or More Vacation Round-Trips Via Commercial Airline in Past Year 75%
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TECH &
MEDIA
African Americans are avid TV viewers, spending over 50 hours per week watching TV, and content providers are recognizing the importance of providing relevant content to them.
Smartphone 98%
Tablet 64%
Internet-Connected Device 50%
Video Game Console 65%
Desktop Computer 74%
