o Represents 14 percent of the total U.S. population
o Large presence within the Southern states
o A third have average income of over $50,000 annually
o “WOW” factor: $1.1 trillion projected spending by 2011
o Five states account for 38 percent of the buying power: New York, Texas, Florida, Georgia, and California
African Americans are deeply rooted in America’s landscape. Like Hispanics, African Americans are proud of their heritage and embrace their family ties. They are heavy consumers of advertising.
The best marketing approach is to seek out targeted vehicles such as radio stations, Web sites, magazine, and newspapers that specially speak to them. One important point is that African Americans tend to be brand loyal to those who advertise to them in their advertising vehicles of choice.
While they do consume mainstream advertising such as national televisions stations, they have an affinity for getting their information from targeted vehicles. Remember that age and discretional income does play a part on whether this consumer is a “value” shopper or “premium” shopper.
African Americans’ purchasing power is substantial and only second to Hispanics in the United States. Consideration should be given to this group when deciding whom you want as a customer.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and soon to be published author of “Elements of Buying: An Advertising Reference Guide for Business Owners”. Contact: lassere@bellsouth.net.
