Life
New Nielsen report confirms that African Americans upending stereotypes in Income, Media and Education
– Income growth rates:
African American income growth rates outpaced those of non-Hispanic Whites at every annual household income level above US$60,000. The largest increase for African American households occurred in the number of households earning over US$200,000, with an increase of 138 percent, compared with a total population increase of 74 percent.
– Media and Technology use:
2015 represented a tipping point as avid media consumption, powerful cultural influence and burgeoning population statistics created an unprecedented African American impact on a broad range of industries, particularly in television, music and social media, as well as on social issues.
‘Black Twitter’ is an influential cluster of users on the platform that consistently drives global trending topics and conversation. Popular hashtags discussed include:
#BLACKLIVESMATTER – 4,756,536; #SANDRABLAND – 3,642,898; #FERGUSON – 2,421,801; #FREDDIEGRAY – 2,087,080 and #ASKRACHEL – 994,065
– Purchasing power:
The average dollar amount spent per household annually for African Americans with household incomes of US$100,000 surpasses that of other groups at higher percentage rates with the following top five retail channels:
– Convenience stores – 123 percent
– Toy stores – 40 percent
– Book stores – 32 percent
– Automotive stores – 15 percent
– Department stores – 14 percent
– Immigration impact:
By 2060, one of out of every six U.S. Blacks will be immigrants. Metropolitan areas that are home to some of the nation’s largest Black populations are where the impact of immigration is most apparent. Black immigrants comprise the following percentages for the Black population in these metro areas:
– Miami – 34 percent
– New York – 28 percent
– Washington, D.C. – 15 percent
About Nielsen’s Diverse Intelligence Series: In 2011, Nielsen’s first award-winning African American report launched what is now the Diverse Intelligence Series, a robust portfolio of comprehensive reports which focus solely on multicultural consumers’ (including Asian-American and Hispanic/Latino) unique consumption and purchasing habits. To learn more about Nielsen’s Diverse Intelligence research series, visit www.nielsen.com/africanamerican.
About Nielsen: Nielsen is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content – video, audio and text – is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.
Source: Nielsen
