AfricAn-AmericAn consumers: still vitAl, still growing 2012 report the Black population is not a homogeneous group. a deeper understanding of the unique lifestyles, viewing habits and shopping patterns can help companies create better connectivity with Black consumers. Here we show how behavior and shopping patterns differ by generations.. AfriCAn-AMeriCAn generATionAl TV usAge
AfriCAn-AMeriCAn generATionAl Age Dispersion % of AA Population
Gen-Y
Baby Boomers
Live TV
5:12
7:53
DVR Playback
0:18
0:21
DVD Playback
0:13
0:12
Video Games
0:20
0:03
Total use of TV
6:03
8:29
Viewing Source
64 5– 4 –3
Greatest G ener atio n6 Genera 5+ tion X3 5–4 Bab 4 yB oo Gen me era tio n Y rs 4 18 Mi lle nn ia ls
17 0–
Daily in Hours:Minutes, May 2012
HoW BlACks spenT TiMe By generATion Generation Y
AnnuAl sHopping Trips ACross AfriCAn-AMeriCAn generATions
Baby Boomers
All AfricanAmerican Shoppers
MEDIA CONSUMPTION 91%
TV
163
96% 70% GAME 64% CONSOLE
RADIO
16% 7%
47% 60%
MOBILE
TABLET
OTHER DEVICE
43% 3% 4%
EBOOK
Greatest Generation
185
32%
47% COMPUTER
Baby Boomers
38%
Generation Y
128
175
Generation X
150
14% 28% 1% 1%
source: Usa touchpoints study, 2012.1
Copyright © 2012 the nielsen Company.
www.washingtoninformer.com
The Washington Informer
Oct. 4, 2012 - Oct. 10, 2012
23