Why Target the African American Market

Over the past two decades the buying power of African American households has more than doubled and has grown 50% faster than that of the U.S. population as a whole. Other key social and economic indicators—such as homeownership and college enrollment—are also improving at above-average rates for African Americans. Another factor in the rising affluence of African Americans is a noticeable increase in the number of high-income, married-couple African American families. As a result of these long-term trends, more and more African American households are achieving middle- and upper-income status.

• By the year 2011, African Americans will account for 61% of all minority combined spending power in the Unites states, or $1.1 trillion.
• In 2006 the number of black-owned business increased by 45%, a rate that is about four and one-half times faster than the 10 percent increase in the number of all U.S. businesses.
• From 1990 to 2011, the nation’s African American  population is estimated to grow by 33.7% compared to 18.5% for the Caucasian population and 25.4 % for the total population.
• African Americans continue to prefer well-known brands, and show stronger brand loyalty than Caucasians.
• 43% of African Americans are homeowners.
• 58% of African American consumers said their purchase decisions depended primarily on newspaper advertising.
• According to national research, African Americans prefer community newspapers over other types of media including television and radio.
• African-Americans tend to be on the cutting-edge of and are early to adopt new trends.
• 87 percent of African-Americans agree, “I would be more likely to buy products from a company that I felt gave back to the African-American community.”
• Believing that general market advertising that simply add black images to advertising will encourage African Americans to respond is wrong. This belief leads to many missed opportunities in generating sales among African Americans.
• The Inland Valley News is the only African American Consumer Market targeted newspaper between Southeastern Los Angeles and San Bernardino Counties.