AA Presentation Public Deck 3
Transcript of AA Presentation Public Deck 3
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The Future, The Past, The Present
Radio One
June, 2008
Black America Today
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Black America Today - Contents
•Background & Scope
•Black Future•Black Past
•Black Today
•Media & Technology
•Advertising •Segments
•Methodology
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Top Line - Background and Scope
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Black America - Why We Did This Study
• In this digital age, there is a growing beliefthat all customer types can be subdivided -into tiny niches - that allow targeting basedsolely on what someone wants to buy.
• This has lead some researchers to overlookthe importance of what motivates behavior -the why - especially the emotional andcultural aspects - and how they provide thebasis for deeper understanding.
• We did this study for 2 reasons - 1) to learnmore about these motivators - to segment our large and growing Black and African-
American audience - so that we couldilluminate the diversity that exists in Black America and 2) to help Radio One to identifynew opportunities to serve the African-
American community.
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Black America - Research
• Big and Accurate. This is a hugestudy - the sample of 3400 is thebiggest ever used for segmentationof Black and African Americans.
• Complete. Full picture - age 13 to74. Only known study to includeboth teens and 55+.
• Comprehensive. Media, attitudes,plans, race, future.
• Reliable. Researched by topexperts at Yankelovich -one of themost respected researchcompanies in America - a leader inconsumer research for 50 years.
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Research Specifications -
Who We Interviewed
• Black/African Americans age13-74.
• Very detailed questionnaire - over100% longer than most nationalsurveys - 58 minutes on the phone.
• Multi-level mathematical analysesincluding segmentation usinglatent-class analysis.
• Segments profiled withYankelovich Multi-Cultural Studywhich added a lot of extra product
category data.
• Surveyed by phone and internet toassure very high degree ofstatistical accuracy.
• Consistent with African-AmericanUS Census.
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Black America Today - Scope
• We gathered over 300,000 important
pieces of data - each one a valuable
insight - generated by over 6000pages of answers to hundreds ofquestions.
• This gave us both a 30,000 foot view and it let us drill down.
• This summary presents the 30,000foot view.
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Top Line - The Future and The Past
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We Saw Black People ...
• Dreaming . Their future. Theirplans. Together. And as individuals.
• Living . Jobs, school, home,famil ies, among Blacks and among
non-Blacks.
• Buying . Cars, iPods, homes,clothes, HD TVs, insurance, banking,computers and more.
• Connecting . Online. Radio. TV.Print. In the community. At church.
• Thinking . Voting. Trusting andmistrusting. Teaming up andworking alone.
• Hurting . S ick, stressed, worr iedabout money, worried about theirk ids.
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Black Future
• Most Blacks and African Americans(70%) have a plan for their future -even teens.
• A majority (60%) say ‘things aregetting better for me’.
• They are ‘confident to do their ownthing’ (73%) and trust God to takecare of things (79%).
• They agree that education is
important - 82% consider it a key tosuccess.
• A majority (54%) are optimistic
about the future of Blacks.
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Black Past
• Most (75%) say it’s important to take
advantage of the gains won by
previous generations of African- Americans.
• A majority think things got better
since the Civil Rights struggles ofthe 60s. And, 1/3 don’t.
• About 2/3 think the history of
slavery makes Blacks different.
• So, most (79%) preserve
traditions associated with music,
culture and food.
• Almost everyone (88%) has
enormous respect for theopinions and desires of older
family members.
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Top Line - Black Today
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Black Today - Demographics - Households
• The average household has just over 3 people living in it.
• Just over 60% are parents and1/2 of these are single parents.
• Over half live in a single family
home and 30% live in anapartment.
• About 1/3 live in the suburbsand 1/2 in the city.
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Black Today - Education and Income
• Among 18+, 34% have at leastsome college or a 2 year degree.
• An additional 21% have a BA orhigher.
• Almost 1/3 of all Blacks makemore than $50,000 a year.
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Black Today - Solidarity
• Most (71%) think it’s important
‘to stick together to achieve
gains for their community’.
• Many (64%) prefer businessesthat give back to the Black
community.
• And, 6 in 10 believe that, withvery few exceptions, problems inthe Black community can be
solved by Blacks themselves.
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Black Today - Individuality
• Even though many believe in solidarity,
84% think ‘Blacks need to be more
responsible for themselves as
individuals’.
• Just under half (46%) strongly agree that
‘the only person I can count on is
myself’.
• And, most (73%) strongly agree that ‘I
have the confidence to do my own
thing’.
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Black Today - Diversity
• About half of all Blacks are likely to havemostly Black friends or interact mostly withBlacks at school and work.
• And, about half strongly agree that ‘Black
children should have Black role models’.
• More than half (60%) say it is important tobe accepted by other races and
ethnicities.
• Only 3 in 10 prefer being around people ofthe same race.
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13-17 29-4218-28 43-62 63-74
39% 26%28%30%35%
% who Say at least Half of their Close Friends are NOT Black
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Black Life - Discrimination
• Even though a minority (24%) have
been personally discriminated against in the past 3 months...
• ... Most (82%) believe it is ‘important for
parents to prepare their children for
prejudice’.
• There are more who agree that ‘too
much focus is put on the oppression
of Blacks’ (44%), than those who don’t
agree (34%).
• Among teens, 52% think there is toomuch focus on the oppression ofBlacks.
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Acting Black
• Most Blacks are comfortable being
Black - only 10% feel the need to hidetheir Black identity.
• But they don’t need to ‘act Black’either.
• Barely 1 in 4 act differently with eachother compared to when they are withother ethnic groups.
• Almost half (48%) say Black slang should be avoided since it puts
Blacks at a disadvantage (teens areless likely to agree).
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Black Life - Money and Finances
• Even though 8 in 10 pay their bills
each month, only 3 in 10 feelfinancially secure.
• Many (72%) want to learn moreabout how to invest.
• Yet, nearly 50% say banks and
other financial institutions don’t
understand their needs.
• And, only 8% trust credit card
companies.
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Black Life - Health
• About 1/2 say they have ahealthy lifestyle - yet under 30%play sports or work out.
• Most have health insurance ofsome sort (83%).
• Many have a family doctor -
including 66% of women and52% of men.
• And, 40% of all online Blackssearch the internet forinformation about health andmedicine.
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Black Life - Stress
• The biggest cause of stress is
money (53% say it’s a big cause).
• Kids are a cause of stress
including - well-being of kids (49%of parents are stressed worryingabout it) and planning for their
future (41%).
• Health (40%) is high on the list ofstressors.
• Among 13-17s, 55% are very
stressed by school and 40% by
their parents.
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Black Life - Faith
• Most Blacks describe themselvesas Christian (83%) although only41% go to church at least once aweek.
• 1 in 10 say they have no religion or that they are atheists oragnostic.
• Among men, 47% strongly agreethey are not as religious as their
parents(36% of women alsostrongly agree).
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Black Life - Trust in Institutions - Fairness
• The education system and Black
media get the highest level of ‘trust
to treat you and your family fairly”.
(around 30% agree they trust them).
• The Health care system and Banks
and financial institutions are tied for
#2 (24%).
• Police, Government, Mainstream
media and the Criminal justice system range between 12-16%.
• Credit card companies get the
lowest (8%).
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Black Life - Social Responsibility
• Be a Role Model. Most (66%)agree that ‘someone who becomessuccessful or famous has aresponsibility to be a good role
model’.
• Money isn’t Success. Very few(14%) agree that the only meaningfulmeasure of success is money.
• Accept Other Lifestyles. Only 50% agree that people of the same sexshould not be allowed to marry.
• Teens are more accepting - only36% agree they should not marry.
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Top Line - Media & Technology
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Black Media - Trust in Media
• African Americans aremore than twice as likelyto trust Black media as
they are to trustMainstream media.
• Nearly 30% really trust
Black media and only13% really don’t.
• Only 13% really trustMainstream media and30% really don’t.
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Black Media - Understand Me Better
• Black media is perceived as different fromMainstream media.
• Only 1 in 3 strongly agree that Blacks are
portrayed the same way by Black and
Mainstream media. In other words, Blackmedia is different.
• Most suggest that Mainstream media still
reinforces Black stereotypes and thatMainstream media aren’t doing a good job
of portraying Blacks in a positive light.
• But, Black media isn’t off the hook - half
(50%) don’t relate to the way Blacks areportrayed on most Black TV shows.
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Time with Media - Weekly
• 80% of all weekly Blackmedia time is spent with TV,
Radio or Internet.
• Time with TV - 45 hours aweek on average.
• Time with Internet - 31 hoursa week on average.
• TIme with radio - 22 hours aweek on average.
20%
18%
26%
36%
TV Internet
AM/FM Radio Others
‘Others’ includes: all reading, listening to music,
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Media Consumption - Share of Hours
3026%
How to read: Of all the
time Blacks spend with
media, 36% is spent
with TV
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Black Media - Radio
• Almost everyone listens to radio (87%) ina typical week, including teens (91%).
• The most listened to formats are R&B,followed by Gospel and then Hip Hop.
• Women listen to R&B (39%) more thanmen (24%).
• Women favor Gospel (27% listen)compared to men (17%). Over half ofthose aged 62+ listen to Gospel.
• Hip Hop is heavily concentrated amongteens (52% listen) and 18-24 (33%).
• Smooth Jazz is mostly concentratedamong those 43+ (16% listen).
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Black Media - TV
• Most households have cable or
satellite - 84%.
• Among all households, 81%watch Black TV channels
weekly (at least 1 of 5 ‘select’Black channels*).
• Of all TV time, 1/3 is spent on
‘select’ Black channels.
• And, 40% named at least one
Black TV channel in their top 5most-watched.
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*Select Channels - BET, BETJ, TVOne, CW/UPN,VH1Soul
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Black Media - Extended TV
• When they watch TV, many havea computer handy - 48% are
online or on a computer at leastonce a week when watching TV.
• Computer multitasking goesdown with age.
• Almost 1 in 3 timeshifts - 28%
watch a show at least once aweek that has been recorded ona DVR.
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Black Media - Internet
• The Digital Divide doesn’t exist
anymore.
• Among all Americans, 71%* areonline.
• Among African Americans age13-74, 68% are online.
• Among Black teens, over 90% areonline.
• African Americans caught up in
the past year. 0
20
40
60
80
All Americans
African Americans
* PEW March 2007
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20 million
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Black Media - Internet Activities - Monthly
• E- mail is still tops - 18 million aree-mailing.
• And 14 million are researching products - with 12 million shopping.
• Over 11 million visit Black Websites or Social Networking sites.
• Over 10 million enter Contests orvisit Music sites.
• 9 million visit job search sites.
• 6 million listen to a local radio
stations.
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Black Media - Print
• More than 60% read a magazineduring a typical week.
• Among those making over $50ka year, 70% read a magazine.
• Nearly 9 in 10 spend more thanan hour reading magazinesevery week.
• In general, magazine readers are
older (over 50) and lowerincome.
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Technology - Closing the Gap
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How To Read: Right now, 22% of 43-62 year olds have a laptop. Nextyear, another 20% will buy one (either a new one or for the first time).
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Top Line - Advertising
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Advertising Sources - Top 3
• To learn about products, peopleuse many sources.
• 3 sources almost tie for #1 with
women - TV advertising, friendsand church (around 40% each).
• 2 sources almost tie for #1 with
men - TV advertising and friends(around 40% each).
• Friends are #1 among 13-28s.
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Advertising Persuasiveness - Top 2
The 2 most powerful persuaders
are...
1. Ads that show the benefit of aproduct.
2. Ads that send a positive
message to the Black
community.
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Top Line - Segments
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Black Today - Measuring and Understanding
• Like any large group of people, African- Americans share some things in commonand are distinguished by their ‘differences’.
• They often have different outlooks and
different needs.
• As a group, they have usually been
measured by age, gender or income and
then understood by this simplistic metric -for example, a 40 year old woman who
makes $75,000 annually is a measurement.
• But, people are best understood by using a
tool called segmentation. It is a richer,more robust way of understanding any largegroup of people.
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What is Segmentation
• Until recently, most people have been‘understood’ by simple measurement - howold is my viewer, how much money does mylistener make, where does a voter live etc?
• Today, that’s not enough. That’s why this studyuses segmentation. Because not all Blacks are
the same.
• Segmentation is a deeper, more robust way ofunderstanding and differentiating people.
• Segmentation looks for underlying patterns in
consumer attitudes, opinions and behaviors
- that are revealing, differentiating, strategic,interesting and provocative.
• These patterns reveal people in a richer light -
which helps serve them more effectively -and allows more efficient targeting ofproducts and services.
• Yankelovich found 11 distinct Segmentsamong almost 30 million Black Americans.
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Segment Details
• The 11 segments are profiled on thefollowing pages.
• The ‘name’ of each segment isdesigned to reflect the core‘differentiators’ for that segment.
• Some segments are bigger thanothers.
• The % number in each circle is thesize of the segment as a % of Black
Americans aged 13-74.
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Segments and Segment Sizes - 11 Segments
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6% of ALL Blacks
are Boomer Blacks
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Top Line - Segment DetailsStarting with the youngest and moving to the oldest
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Segment Sizes
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Connected Black Teens • Tech savvy, heavily social, music-oriented,
higher stress with teenage issues.
• Brand conscious, impetuous in theirspending, and heavier spenders onclothing.
• Nearly 1/2 of their TV time is spentwatching Black-focused TV.
• They visit Black websites more frequentlythan other segments.
• Nearly 1/2 say that when it comes tochoosing what they buy, Black mediainfluences them more than mainstreammedia.
12% Mean Age: 19
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3.4 million
12% of ALL Blacks
are Connected Black Teens
There are 3.4 million
Connected Black Teens
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Connected Black Teens
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Segment Sizes
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Digital Networkers • The majority are in their 20s, 1/2 are
students, and 7 out of 10 are men.
• This segment is completely online and areheavy users of social networking sites andinstant messaging.
• They are less in touch with Blacksolidarity, history, and culture than anyother segments.
• But they have not turned their back ontheir race: 43% strongly believe thatBlacks need to stick together to achievegains in their community.
• Nearly 1/2 of this segment aresuburbanites and 1/3 have very few Blackfriends.
Mean Age: 237%
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1.9 million
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Digital Networkers
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Segment Sizes
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Black Onliners
• All are online and they use the internet manyways: Email, social networking, IM, YouTube,Black websites, and music websites.
• They are more engaged in Black media (TVand internet) than many other segments.
• They are more brand conscious and nearly1/3 admit that if they see something theylike, they have to have it, even if it costsmore than they would like to spend.
• In sharp contrast with Digital Networkers,this segment places greater importance onbeing with other Blacks
• For 1/2 of this segment, all or nearly allof their close friends are Black.
• 4 in 10 say they prefer being aroundother Blacks (highest segment).
Mean Age: 277%
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2.1 million
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Black Onliners
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Segment Sizes
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Stretched Black Straddlers
• They are more stressed than other segments- and lots of things stress them - from schoolto work to relationships to money.
• 1/2 strongly agree that they often feelstressed (highest of any segment)
• Nearly 1/2 have been recently raciallydiscriminated against (highest of anysegment).
• This segment has a high degree of mistrust
for different institutions (except BlackMedia).
Mean Age: 277%
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2 million
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Stretched Black Straddlers
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Segment Sizes
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New Middle Class
• This is the most affluent of all segments: 3 in 4earn $50K+ and a quarter earn $100K+.
• They spend more than other segments oninternet purchases and going out to eat. Theyare also more likely to travel for pleasure.
• Well over half don’t relate to the portrayal ofBlacks on TV and believe that Black mediareinforces negative Black stereotypes (highestsegment).
• Many in this segment place importance on“Buying Black.”
• For example: 1/2 prefer to shop at businessthat give back to the Black community and 4 in10 feel it is important to shop at places thatcarry Black products.
Mean Age: 365%
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1.6 million
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New Middle Class
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Segment Sizes
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Family Struggles
• This segment is predominately women (86%)who are struggling.
• 2/3 of them are mothers, with the majoritybeing single-mothers.
• Finances: more than 1/2 have incomes ofunder $25K and 6 in 10 live paycheck topaycheck. Groceries eat away, on average,$285/month, the highest of any segment.
• Stress: Comparatively, this segment hashigher levels of stress in many facets of life(especially in relation to their children).
• They are the heaviest watchers of TV of anysegment.
Mean Age: 3910%
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2.8 million
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Family Struggles
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Segment Sizes
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Black is Better
• The majority are 35 or older and 2/3 areonline.
• They have a strong connection to their
“African-Americanness” (preferred over“Black”).
• They are strong believers in Black solidarity,history and traditions, and in “Buying Black.”
• Their positive feelings for their race are carriedover in their media preferences.
• 95% watch Black TV channels in a typicalweek.
• Nearly 1/2 say that Black media influencestheir purchases more than mainstream media.
Mean Age: 4211%
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3.2 million
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Black Is Better
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Segment Sizes
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Sick and Stressed
• This segment is more pessimistic in theirview of their life and future.
• Health: Only 17% believe they have a
healthy lifestyle and 49% are stressedabout their health.
• Finances: 4 in 10 earn less than $25K ayear and nearly a quarter are unemployed.
• It is not surprising that 65% are stressedabout their financial situation.
• Future: Only 20% believe things aregetting better for them (by far, the lowestsegment).
Mean Age: 468%
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2.3 million
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Sick and Stressed
70
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Segment Sizes
71
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Faith Fulfills
• Faith and volunteering is the focal point ofthis segment’s life.
• 91% trust God to take care of things.
• They are more likely to donate to andvolunteer for religious or non-profit groups.
• They are more likely to listen to Gospelmusic than most other segments.
• They have lower levels of stress and highertrust in institutions - 50% trust the police(trust levels are are below 30% among
most other segments ).
• They tend to watch Black TV less thanother segments, opting instead for themajor networks.
Mean Age: 4810%
72
3 million
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Faith Fulfills
73
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Segment Sizes
74
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Broadcast Blacks
• Only 4% are “online,” and they are the leasttech savvy.
• They are avid TV watchers and Radiolisteners (Gospel most often).
• Similar to other segments, particularly oldersegments, the majority feel a strongconnection to Black solidarity, history, andtraditions.
• In terms of purchasing decisions, they placestrong importance on “Buying Black.”
• For example: 8 in 10 prefer business that give
back to Black community.
• Additionally, 2/3 want to see more productsspecifically for Blacks.
Mean Age: 4917%
75
5.1 million
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Broadcast Blacks
76
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Segment Sizes
77
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Boomer Blacks
• Despite being the oldest segment, 90% ofthis segment are online (mostly for emailand news).
• Similar to Black is Better , this segment isstrongly inclined to “Buy Black” and has a
strong interest in Black history andtraditions.
• They are the least likely to say that Blacksare portrayed the same way on MainstreamMedia as on Black media.
• They are almost 5 times more likely totrust Black media than Mainstreammedia.
• 75% say they are persuaded by ads theirreflect their culture and heritage.
• This segment is among the most religious.
Mean Age: 526%
78
1.7 million
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Boomer Blacks
79
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Segment Sizes
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Additional Details
81
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More Segment Details
• The following pages contain a lotmore detail about each segment.
• You will find details ondemographics, media use,technology, education, householdsize and much more.
• If you want even more details,please download the reports
available atwww.BlackAmericaStudy.com
82
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Black America - What the Colors Mean
83
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Black America - Indexes on Media
84
To read: Among Faith Fulfills, there is an overindexing
on newspapers. Average is 100 and among Faith
Fulfils, it’s 163.
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Black America - Media Use and Purchases
85 ! "#$%&'()*+,-./$+0.1223!"#$%#&'#()*)+,($-,'.*(/ !"#$%$&$'("')"*!(+,-'%$./
0#1+*$23#$4$5678"*3#3
! "# $% "# &' ( ! ")*+ #&'(" !",(+ #&'(
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!"##$% !"&$% !'$% !'$% !'$% !($% !"#$% !""$% !)$% !"#$% !"'$% !*$%
D.4"5&6&-./"E&+'$"F'1$(+'("&*"-<'"DD" )GH I)H IJH KLH K,H ,IH
5$*'".-"M'.4-"N''3/@O
+,-./0.123.456789-:;<29-:2-9.19.9=-.
>16-./?6-IPH PJH PJH L,H PPH GLH )H QKH
@19A=.1.B-A5:3-3./0.>=5C )PH G)H ,LH KRH KQH
@19A=.D5E?-,.F2.G-6123;HH0 )JH ,)H K)H GKH K)H KJH K)H
@19A=.1./0.,=5C.F2.G-6123;HH0 KRH ,JH K)H G,H K)H KJH KKH
I8J.1.65E?-.52.1.G0G GLH QQH LQH QQH ILH IQH IIH
B-29.1.G0G ,QH QRH ILH G)H KLH
I8J.9-K-E?,?52.,=5C,.52.1.G0G ))H ,)H PRH K,H RH GH RH
5$*'".-"M'.4-"=$*-</@O
To read: Among Digital Networkers, 70%
use TV and the Computer/Internet at the
same time at least once a week
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Demographics
86
Read down.
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Demographics
87
Read down.
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Demographics
88
Read down.
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Black America - Computer Use
89 ! "#$%&'()*+,-./$+0.1223!"#$%#&'#()*)+,($-,'.*(/!"#$%$&$'("')"*!(+,-'%$./
!#0"(,1,&/$23#$4$5670"*3#$8()#()$9-,'.6)#7:;#1*)#<=
4. 56#7.8(9&:.*$;*+#<&.<,#<.<,&.:#=>'&.:*?&:.#6&.<((.:=#''.<(.6&>(6<0
!"#$%"#&' ( !")*+ #&'(" !",(+ #&'(
!!!!!!!! !"-."/'01."20/3 !!!!!!!!!!!! !"-."/'01.","&*"4!!!!!!!!!!!! !"-."/'01."5"&*"4 !!!!!!!! !"-."/'01."20/3 !!!!!!!! !"-."/'01."20/3 !!!!!!!!!!!! !"-."/'01.","&*"4!!!!!!!!!!!! !"-."/'01.","&*"4!!!!!!!!!!!! !"-."/'01."5"&*"4!!!!!!!!!!!! !"-."/'01."5"&*"4!!!!!!!!!!!! !"-."/'01."5"&*"4
#$.0/
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8/079"
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@.(F;;/'1
8/079"&1"
8'..'(
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CF/3&//1
8($0+701.
8/0791
8$$D'("
8/0791
!"##$% !"&$% !'$% !'$% !'$% !($% !"#$% !""$% !)$% !"#$% !"'$% !*$%
:'19.$%"6$D%F.'(
+,-./012311456 HIJ !! !!! !! !! !!! !! !! !! !! !!!
7892+,-:2;<92=>41562982?<62>-271@92AB ))J ,5J 5KJ ,,J HJ 4KJ 5KJ2&;A"@%''+"L*.'(*'."6$**'7.&$*
CDE12D92C8F1 HHJ !! !!! ! !! ! !! ! !! !! !! !! !! !!!
G8-H92CDE1:2;<92=>41562982I19271@92AB" 4,J M5J NKJ ,5J ,)J
O&('/'11"L*.'(*'."-77'11
CDE1./012311456 ,MJ ! !! !! !! !! ! ! ! ! !
G8-H92CDE1:2;<92=>41562982I192>-271@92AB 5PJ 55J )NJ ,)J 5KJ
Q0%.$%"6$D%F.'(
+,-./012311456 ,)J ! !! !! !! !! ! ! ! !
7892+,-:2;<92=>41562982?<62>-271@92AB ))J ,5J ,5J ,)J ,HJ ,4J 5)J 5)J
:$>*/$0+"BF1&7
G82311456 ))J ! !! !! ! !
7892G8>-J:2;<92=>41562982K9DB92>-271@92AB 5,J )KJ )KJ ,KJ
To read: Among Black is Better, at least half
have a high speed connection (noted
with .. ) and 70% who don’t have it plan to
get one within the next year.
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Black America - Other Technology
90 ! "#$%&'()*+,-./$+0.1223!"#$%#&'#()*)+,($-,'.*(/ !"#$%$&$'("')"*!(+,-'%$./
!#0"(,1,&/$23#$4$5670"*3#$8()#()
!"#$%"#&' ( !")*+ #&'(" !",(+ #&'(
!!!!!!!! !"-."/'01."20/3 !!!!!!!!!!!! !"-."/'01.","&*"4!!!!!!!!!!!! !"-."/'01."5"&*"4 !!!!!!!! !"-."/'01."20/3 !!!!!!!! !"-."/'01."20/3 !!!!!!!!!!!! !"-."/'01.","&*"4!!!!!!!!!!!! !"-."/'01.","&*"4!!!!!!!!!!!! !"-."/'01."5"&*"4!!!!!!!!!!!! !"-."/'01."5"&*"4!!!!!!!!!!!! !"-."/'01."5"&*"4
#$.0/
6$**'7.'+"
8/079"
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8/079"
?*/&*'(1
@.('.7A'+"
8/079"
@.(0++/'(1
<'>"
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6/011
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@.(F;;/'1
8/079"&1"
8'..'(
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@.('11'+
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CF/3&//1
8($0+701.
8/0791
8$$D'("
8/0791
!"##$% !"&$% !'$% !'$% !'$% !($% !"#$% !""$% !)$% !"#$% !"'$% !*$%
6'//"HA$*'">&.A"B$*.A/E"H/0*
+,-./012311456 I5J !! !!! !! !!! !!! !! !!! ! !! ! !!
7892+,-:2;<92=>41562982?<62>-271@92AB ),J ,KJ ,KJ ,LJ 55J 5)J
#'M."D'110;'"$*"0"6'//"HA$*'
C82311456 44J !! !! ! ! !!! !! ! ! ! ! ! !
7892C8>-D:2;<92=>41562982E9FB92>-271@92AB 54J ),J )5J )NJ IJ OJ
&H$+PBH,"H/0E'(
+,-./012311456 )OJ !! !! !! !! !
7892+,-:2;<92=>41562982?<62>-271@92AB 54J ,5J )OJ OJ OJ
H/01D0"$("Q6:"#'/'R&1&$*
+,-./012311456 )OJ ! ! !! ! ! ! !
7892+,-:2;<92=>41562982?<62>-271@92AB
)5J5)J ,5J ,NJ 5)J 5)J
:&;&.0/"60D'(0
+,-./012311456 )IJ ! ! !! ! !! ! !
7892+,-:2;<92=>41562982?<62>-271@92AB )IJ 4OJ 45J ,LJ 5IJ
To read: Among Black is Better, at
least 3 in 4 own a cell phone (noted
with ... ) and 39% who don’t have one
plan to get one within the next year.
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Black America - Internet Activities (Social)
91 ! "#$%&'()*+,-./$+.0112!"#$%#&'#()*)+,($-,'.*(/ !"#$%$&$'("')"*!(+,-'%$./
0()#1(#)$23)+4+)+#5$6-,''7(+3*)+,(58%,3+*9:
!"#$%
&"''()#(*+
,%$)-+
!(('.
/010#$%+2(#3
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,%$)-+
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,%$)-+0.+
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70)-+>+
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,5"$*)$.#
,%$)-.
,"";(5+
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!"##$% !"&$% !'$% !'$% !'$% !($% !"#$% !""$% !)$% !"#$% !"'$% !*$%
&";;='0)$#0"'.@7")0$%
+,-./01/2,3./,45-67 ABC !! !!! !!! !!! !!! !! !! !!! !! !!!
86269/20:6-7/3,9;01<63=/269,2/ BDC !! !!! !!! !! !! ! ! ! !
>2,/?329-39/5,22-=63= BDC ! !! !!! !! !! ! ! ! !
@6=3/AB/90/1,:,6C,/03763,/3,;27,99,12 BEC ! !! ! !! ! ! ! ! !!
+,-./-/D70= EFC ! !! !!! ! !! ! !
@,3./=1,,963=2/01/63C69-96032 EEC ! !! ! ! ! !
E-196:6B-9,/63/-3/?39,13,9/:F-9/1005 GAC ! !! !
G169,/-/D70= GAC ! !! ! !
@,-1:F/H01/-/1,7-96032F6B/01/-/.-9, GEC !!
H2!IJ2I!+K&!HLH!HI7+/62I+
K!+MIK7!+962!NMO
!!!!!!!! P+K#+%($.#+N$%? !!!!!!!!!!!! P+K#+%($.#+B+0'+Q!!!!!!!!!!!! P+K#+%($.#+G+0'+Q !!!!!!!! P+K#+%($.#+N$%? !!!!!!!! P+K#+%($.#+N$%? !!!!!!!!!!!! P+K#+%($.#+B+0'+Q!!!!!!!!!!!! P+K#+%($.#+B+0'+Q!!!!!!!!!!!! P+K#+%($.#+G+0'+Q!!!!!!!!!!!! P+K#+%($.#+G+0'+Q!!!!!!!!!!!! P+K#+%($.#+G+0'+Q
To read: Among Stretched Black
Straddlers, at least 3 in 4 read or send e-
mail (noted with ... ) compared to 63% of
ALL Blacks 13-74. Read down.
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Black America - Websites and Entertainment
92 ! "#$%&'()*+,-./$+.0112!"#$%#&'#()*)+,($-,'.*(/ !"#$%$&$'("')"*!(+,-'%$./
0()#1(#)$23)+4+)+#5$67+5+)$8#95+)#5:;()#1)*+('#()<
!!!!!!!! !"#$"%&'($")'%* !!!!!!!!!!!! !"#$"%&'($"+",-".!!!!!!!!!!!! !"#$"%&'($"/",-". !!!!!!!! !"#$"%&'($")'%* !!!!!!!! !"#$"%&'($")'%* !!!!!!!!!!!! !"#$"%&'($"+",-".!!!!!!!!!!!! !"#$"%&'($"+",-".!!!!!!!!!!!! !"#$"%&'($"/",-".!!!!!!!!!!!! !"#$"%&'($"/",-".!!!!!!!!!!!! !"#$"%&'($"/",-".
01$'%
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7,8,$'%"9&$:
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=-%,-&<(
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>$<'44%&<(
9&;"
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5&$$&<
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>$<&((&4
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5%'36(
!"##$% !"&$% !'$% !'$% !'$% !($% !"#$% !""$% !)$% !"#$% !"'$% !*$%
F,(,$"G&H(,$&(IJ-$&<$',-B&-$
+,-,./01234/567-,.6- +KL ! ! !!! !! !! ! ! ! !!
+,-,./89:;:76/9</9.=6</>,?69/-,.6- +ML !! !!! !!! !! !! ! ! ! !
@=634/9:./A:-,3//567-,.6- +NL !! !! !!! !! !! ! ! ! !
BC.6</39C.6-.- +NL ! ! !! !! !! ! ! !! ! !!
D12E/2CE/F2A6-/6G36H./>,?69/F2A6- ++L ! !! !! !! ! ! ! ! !
+,-,./.=6/567-,.6/9I/2/I2>9<,.6/;+/-=95 +OL ! ! !!! !! !! ! ! ! !
D12E/>,?69/F2A6- +PL ! !! !! ! ! ! ! !
J2.3=/9</?95C192?/;+/-=95- O+L ! !! !! ! !
+,-,./I2,.=K72-6?/567-,.6- OOL !! ! ! ! ! !
L,-.6C/.9/2/19321/<2?,9/-.2.,9C/9C1,C6 OOL! !! ! !
M2A716 QL !
R90JS9J0"#20RFR0RJ>"7=9J"
#0"TJ#>0"@=90)TU
To read: Among Black Onliners, at
least 3 in 4 visit Black websites (noted
with ... ) compared to 39% of ALL
Blacks 13-74. Read down.
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Black America - Productivity
93 ! "#$%&'()*+,-./$+.0112!"#$%#&'#()*)+,($-,'.*(/ !"#$%$&$'("')"*!(+,-'%$./
0()#1(#)$23)+4+)+#5$671,893)+4+)/$:$%",..+(&;
!!!!!!!! !"#$"%&'($")'%* !!!!!!!!!!!! !"#$"%&'($"+",-".!!!!!!!!!!!! !"#$"%&'($"/",-". !!!!!!!! !"#$"%&'($")'%* !!!!!!!! !"#$"%&'($")'%* !!!!!!!!!!!! !"#$"%&'($"+",-".!!!!!!!!!!!! !"#$"%&'($"+",-".!!!!!!!!!!!! !"#$"%&'($"/",-".!!!!!!!!!!!! !"#$"%&'($"/",-".!!!!!!!!!!!! !"#$"%&'($"/",-".
01$'%
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7,8,$'%"9&$:
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9&;"
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!"##$% !"&$% !'$% !'$% !'$% !($% !"#$% !""$% !)$% !"#$% !"'$% !*$%
F&<(1-'%"F<14D3$,G,$C"E">?1HH,-8
+,-,./0123/45607-2.852-,/9:0,-2 .IJ ! !!! !!! !!! !!! ! ! !! ! !!!
;,72<:/,07:48-2 .KJ ! !! ! !! !!! !!! ! ! !! !! !!
=.>2?:@@- ./J !! !! !! !!! ! ! !! ! !!
A143 ./J ! !! !!! !! !!! ! ! ! ! !!
A1./,24/2-74/,231474- +LJ ! !! !!! !! !! ! ! ! ! !
B44C2D4/2.2E4F +/J ! ! !! !! ! ! ! ! ! !
?44C27/.9,@GH.C,2/,-,/9.7:48- M+J !! ! !! ! !
I.C,[email protected],- /.J !! ! !
N90OP9O0"#20NQN0NO>"7=9O"
#0"RO#>0"@=90)RS
To read: Among Black Onliners, at least
3 in 4 get directions (noted with ... )
compared to 47% of ALL Blacks 13-74.
Read down.
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Methodology
94
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95
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96
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Black America - Weighting
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The Future, The Past, The Present
Radio One
June, 2008
Black America Today