Sept. 21, 2012 13:00 UTC

Report Reveals African-American Consumer Opportunities for Businesses

Nielsen and the National Newspaper Publishers Association (NNPA)
collaborate for second installment of report on Black buying power,
consumer behavior and lifestyle trends

A consumer group which continues to experience population growth, has
unique generational behavioral trends and characteristics, and a
projected buying power of $1.1 trillion by 2015, African-Americans are
still a viable market segment full of business opportunities, according
to the African-American Consumers: Still Vital, Still Growing 2012
released by Nielsen and the NNPA today.

Released during the Congressional Black Caucus Foundation’s (CBCF) 42nd
Annual Legislative Conference, the report is the second of three annual
installments of a collaboration between Nielsen, a global provider of
information and insights into what consumers watch and buy, and the
National Newspaper Publishers Association (NNPA), a 72-year-old
federation of 200 Black community newspapers.

“Our collaboration with the NNPA has been successful,” said Susan
Whiting, vice chair, Nielsen. “NNPA’s insertion of the report into its
200 publications allows Nielsen access to millions of African-American
consumers, and allows us to share vital information that will help
increase the awareness of Blacks’ consumer power.”

The 2012 report highlights important subsectors of the population,
unique lifestyles, purchasing and viewing habits, and also sheds light
on the disparities in advertising dollars spent with African-American

“Marketers underestimate the opportunities missed by overlooking Black
consumers’ frustration of not having products that meet their needs in
their neighborhoods. And companies that don’t advertise using Black
media risk having African-Americans perceive them as being dismissive of
issues that matter to Black consumers,” said Cloves Campbell, chairman,
NNPA. “This report demonstrates what a sustainable and influential
economic force we are.”

The number of Blacks in America has reached almost 43 million. With a
healthy representation of today’s population, coupled with an attractive
collective buying power, businesses have opportunities to increase
market share with Black consumers.

Keeping the Black community informed and educated is one of the goals of
the Congressional Black Caucus Foundation.

“By providing a resource that demonstrates how we can use our collective
buying power, we are providing a service that is beneficial to the
individual consumer and our collective communities at the same time,”
said Elsie L. Scott, president and CEO of CBCF.

Collaborations with community organizations helps Nielsen establish a
corporate reputation that is valued and trusted among consumers.

“Nielsen’s collaborative efforts with organizations such as the NNPA and
the CBCF demonstrates unity and reinforces the company’s credibility
with Black consumers,” said Rev. Jacques DeGraff, co-chair, Nielsen’s
external African-American Advisory Council (AAAC). “By engaging
consumers in the conversation about economic power, the outcome can lead
to improved products, more penetrating marketing messages and enhanced
corporate/consumer partnerships in our communities,” said Victor
Bulluck, co-chair, AAAC.

Key insights from the report include:

  • Advertising spending in Black media totaled $2.10 billion in 2011,
    compared to $120 billion spent with general market media during the
    same time period.
  • 91% of Blacks believe that Black media is more relevant to them.
  • Brand name products represent 82% of Black households’ total purchases
    compared to 31% for private labels.
  • 81% of Blacks believe products advertised on Black media are more
    relevant to them.
  • 54% of African-Americans own a smartphone, a 21% increase from last
    year’s ownership.
  • 54% of the Black population is under 35; compared to 47% of the
    general population.
  • 48% of Black grandparents live with their grandchildren and serve as
    primary caregivers.
  • African-American Baby Boomers (45-64) spend more time at the stores or
    grocers, fast food restaurants and the gym, and they prefer television
    and print as primary media sources.
  • Generation Y (18-34) African-Americans are more likely to spend time
    at someone else’s home and select radio, mobile phones and gaming
    consoles as their media of choice.

To download a copy of the report, please visit www.nielsenwire.com
or www.nielsen.com/africanamerican.


Nielsen Holdings N.V. (NYSE: NLSN) is a global information and
measurement company with leading market positions in marketing and
consumer information, television and other media measurement, online
intelligence, mobile measurement, trade shows and related properties.
Nielsen has a presence in approximately 100 countries, with headquarters
in New York, USA and Diemen, the Netherlands. For more information,
visit www.nielsen.com.


The National Newspaper Publishers Association, also known as the Black
Press of America, is a 72-year-old federation of more than 200 Black
community newspapers from across the United States. Since World War II,
it has also served as the industry’s news service, a position that it
has held without peer or competitor since the Associated Negro Press
dissolved by 1970. In 2001, the NNPA, in association with the NNPA
Foundation, began building the BlackPressUSA
– the nation’s premier network of local Black community news
and information portals.


Rebecca Roussell, 312-315-8616

Source: Nielsen Holdings N.V.