usa demographic shifts
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USA Demographic Shifts. The average age of the African American/Black population is 41 years. The average age of the general market is 38. -65+ 45-64 25-44 18-24TRANSCRIPT
USA Demographic Shifts
• The average age of the African American/Black populationis 41 years.– The average age of the general
market is 38.
2007 U.S. Race and Ethnicity -W/in Age Groups
-65+
45-64
25-44
18-24
<18
81% White
74% White
62% White
61% White
57% White
09% Black
11% Black
18% Hispanic
17% Hispanic
21% Hispanic
07% Hispanic
10% Hispanic
13% Black
15% Black
15% Black
• There are over 41 million African Americans in the USA!
• African Americans/Blacks currently represent 13%of the U.S. population.
• More than 12% of foreign born African Americans are between the ages of 18-25.
• 41% of African American population is under 25
• The projected growth of African Americans is 35.3%
• 48.2% of AA households are headed by women
• AA women bring in almost half (48.9%) of total income in AA pop. vs.1/3 of the total income for other racial/ethnic groups
• African American disposable income is over $836 Billion and expected to exceed the $1 Trillion mark in 2012
• Top % expenditures include: Housing ($203.8 Billion) , Food ($65.2 Billion) , Cara/Trucks $29.1 Billion), Clothing & Healthcare ($23.6 Billion)
• African Americans make up a significant percentage of the U.S. urban population
• Over 50% of the African American population is located in the south.
• The West experienced the highest percentage growth. (10%)
• 9 out of the top 10 states with AA/B population are located in the south.
– However, the top five Black metropolitan areas are New York-New Jersey, Washington-Baltimore, Chicago-Gary, Los Angeles and Philadelphia
• African American culture has seen much crossover into the mainstream. • Hip-Hop acts such as Will.I.Am making appearances
on Sesame Street• In turn Justin Bieber being nominated for a BET
(Black Entertainment Television) award.• Success of children television shows such as Yo
Gabba Gabba, • Beyonce Knowles acclaimed as top female artist of
the decade.
Today’s role models have changed from athletes to Hip-Hop stars and they promote many products.
• The Gap – LLCool J, Missy Elliot• Right Guard – Method Man, Redman
• Heineken – Jay-Z• Coors Light – Dr. Dre
• Reebok – Jay-Z, Fifty Cent• Cadillac – Snoop Dogg
• Coca Cola – Common Sense, Mya• Twix – Usher
• Verizon – Tweet• Lugz – Funkmaster Flex
• Cover Girl – Queen Latifah• Got Milk? – Nelly
• Pepsi – Beyonce Knowles• Dr. Pepper – LL Cool J, B2K
Communicating andMarketing to African Americans
Culture
Internet penetration• According to comScore,
African American online population reached a record 21.7 million
• The growth of online users is projected to grow to 56% of the African American population.
• African Americans are projected to make up 11.8% of all US Internet users in 2011, up from 10.8% in 2006.
Internet usage among African Americans
Average time spent online : 18 hours per week (15 hours/week on TV)Internet access via PC : 93%Internet access via mobile phone : 76%Social Networkers : 50%Avid downloads of digital content : 66%
• But, despite the fact that the costs of computer equipment and Internet access have fallen over the last few years, there continues to be a significant digital divide between White and Black America.
Major Factors Affecting African AmericanInternet Usage
Education –> completion of H.S., college degree• As of 2003, 78.6% of African Americans using the Internet have a High School
diploma or higher– 45% have a Bachelor’s degree or higher.
Younger African American demographic• 56% of African Americans age 18-34 use the internet
• About 53% of online blacks have a child under the age of 18 at home, Users often perceive gaining access to the Internet as an investment in the future and this seems especially true in African-American families
SOURCE: Pew (December 2009)
Major Factors Affecting African AmericanInternet Usage
Socioeconomic status –> income Of the African-Americans who use the Internet: • 43% live in households with incomes under $40,000 a year. • 25% live in households with incomes between $40,000 and $75,000 • 15% are in households earning more than $75,000. • 62% of blacks who entered the online world in the past year have incomes of
under $40,000 a year
Social Media Facts
• Ethnic minorities visit social networking site more often than non-Hispanic whites.
• Younger people are more likely to adopt new technologies, especially those encouraging social connectivity.
• Hispanics tend to hold more collectivistic values and look to one another for help in making decisions
• 71% of African Americans cited as having profiles in online networking sites
Social Media Facts
13 hours: The average amount of time spent consuming any kind of media by Black and Hispanic Americans 8- to 18-years-old.
64: Percentage of Black teenagers between the ages of 12 and 17 who have a cell phone.
29: Percentage of Black and Hispanic Americans who on a typical day go online with a handheld device.
21 minutes Average number of minutes spent on social networking sites by Black Americans.
71: Percentage of Black Millennials who have created a profile on a social networking site..
66: Percentage of Black Millennials who connect to the internet wirelessly when away from work.
53:Percentage of Black Americans who use Facebook at least weekly.
40: Percentage of Black Americans who use YouTube at least weekly.
26: Percentage of Black Americans who use Myspace at least weekly.
24: Percentage of the 17 million American Twitter users who are Black.
12: Percentage of U.S. bloggers who are Black.