More recently, the U.S. Census Bureau’s Public Information Officer, Robert Bernstein, reported that the African-American population had “increased 1.3% between 2004 and 2005” (Berstein). Population projections by the U.S. Census Bureau show a “middle-series” growth rate of “almost 10 million by 2010, and over 20 million by 2030” (Day).
The average number of individuals residing in African-American-identified homes in the United States is 2.63 persons, .82 of whom are under 18 years of age, and 1.18 of whom are over 18 years of age (U.S. Census Bureau. “America’s Families). Of these persons, 76.1% of those between 18 and 65 years of age have at least a high school level of education or higher, and in the same group, 14.9% hold a Bachelor’s degree or higher (U.S. Census Bureau. “Educational Attainment – Black Only”).
The median per capita household income of the African-American community in 2005 was $30,858 (DeNavas-Walt). “African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment, and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products”.
The 2004 purchasing habits of this Community show the following specific expenditures: 110.2 billion dollars on housing and related charges, 14 billion dollars on telephone services, 10.7 billion dollars on household furnishings and equipment, and 3.7 billion dollars on consumer electronics.
Media methods to target the African-American community vary based on the audience, but in all but the youth/teen category, brand loyalty is tied to race representation in advertising and overall consumer satisfaction during in-person shopping experiences. (Youths and teens tend to be trend shoppers regardless of representation and/or in-person shopping experiences.) (African-American Market Profile).
The sixth edition of African-American Market Profile highlights a variety of marketing-related facts: the best general media advertising source is Black-themed magazines and the internet; African-American men can best be reached through cable television’s Black Entertainment Channel (BET); African-American women can be reached via cable television’s Lifetime channel and the radio (Brown, R. & Washton, R. Chapter 1: Executive Summary – Media Usage).
The opportunity to successfully market to the African-American Community depends on reliable information, and Target Market News: The Black Consumer Market Authority provides extensive, relevant details to assist in outlining the proper strategies for target marketing to this group of consumers who “had $679 billion in earned income in 2004, an increase of 3.5% over the $656 earned in 2003” (“Black Stats.”).
Target Market News: The Black Consumer Market Authority includes a variety of Departments boasting informative details relevant to the marketer in categories such as “The Black U.S. Population,” “The Top Five Black Cities” in the United States, and “The Top Five Expenditures” of the African-American Community; this Web site is filled with details to make any marketer more successful.
During the 2000 U.S. Census, 10,242,998 persons (i.e. 3% of the population of the United States) identified as Asian-American (U.S. Census Bureau. Census 2000, Summary File 1). More recently, the U.S. Census Bureau’s Public Information Officer, Robert Bernstein, reported that the Asian-American population had “increased 3% between 2004 and 2005” (Berstein). Population projections by the U.S. Census Bureau show that by 2010 the Asian-American population will be over 14 million, and over 22 million by 2030” (U.S. Census Bureau. Summary Tables (1a)).
The average number of individuals residing in Asian-American-identified homes in the United States is 2.95 persons, .73 of whom are under 18 years of age, and 2.23 of whom are over 18 years of age (U.S. Census Bureau. “America’s Families). Of these persons, 86.8% of those over 18 years of age have at least a high school level of education or higher, and in the same group, 45.6% hold a Bachelor’s degree or higher (U.S. Census Bureau. Educational Attainment – Asian Only).
The median per capita household income of the Asian-American community in 2005 was $61,094 (DeNavas-Walt). Asian-Americans view investing and saving as high priorities, and insist on the greatest value for their dollars. The items most commonly purchased by this consumer group are automobiles and consumer electronics; in addition, Asian-American are healthy-food conscious and a more commonly vegetarians. (Brown, R. & Washton, R. Chapter 1: Executive Summary – Highlights).
Media methods to target the Asian-American community vary based on the audience segment (e.g. South Asian vs. Chinese vs. Filipino), but in all cases, native-language-based advertising campaigns show greater success (Brown, R. & Washton, R. Chapter 11).
Securities Industry Association states, “Newspapers have usually been the dominate media forces in the Asian-American market, but the growth of electronic media had begun to change this and, in some instances, surpass traditional print” (Securities Industries Association: Diversity Resources).
The opportunity to successfully market to the Asian-American Community depends on reliable information, and MarketResearch.com provides extensive, relevant details to assist in outlining the proper strategies for marketing to this group of consumers (MarketResearch.com). This group of consumers is reported to “wield more than $400 billion in total buying power and can boast a per capita income 85% higher than non-Hispanic whites ($25,786 vs. $14,007)” a Brandweek.com article from August 3, 2006 (Study).
MarketResearch.com includes a variety of research categories boasting informative details relevant to the marketer in areas such as “Consumer Goods and Retailing,” “Marketing and Market Research,” and “Demographics”; this Web site is filled with details to make any marketer more successful.
During the 2000 U.S. Census, 35,305,818 persons (i.e. 12.5% of the population of the United States) identified as Hispanic-American (U.S. Census Bureau. Census 2000, Summary File 1). More recently, the U.S. Census Bureau’s Public Information Officer, Robert Bernstein, reported that “Hispanic-American population had increased “3.3% [. . .] from July 1, 2004 to July 1, 2005” (Berstein). Population projections by the U.S. Census Bureau show that by 2010 the Hispanic-American population will be over 47 million, and over 73 million by 2030” (U.S. Census Bureau. Summary Tables (1a)).
The average number of individuals residing in Hispanic-American-identified homes in the United States is 3.32 persons, 1.1 of whom are under 18 years of age, and 2.22 of whom are over 18 years of age (U.S. Census Bureau. “America’s Families). Of these persons, 58.9% of those over 18 years of age have at least a high school level of education or higher, and in the same group, 10.3% hold a Bachelor’s degree or higher (U.S. Census Bureau. Educational Attainment – Hispanic Only).
The median per capita household income of the Hispanic-American community in 2005 was $35,967 (DeNavas-Walt). In her article titled “Marketing to Diverse U.S. Hispanics,” Lauren Romero points to the cultural emphasis placed on gender, language, and tradition, and to the need for those who wish to market to the Hispanic-American Community to be aware of the importance of these consumer areas (Romero). Television, print media, and radio are all viable marketing strategies as long as marketers target their audience in Spanish and English (Brown, R. & Washton, R. The Hispanic Market).
The fastest growing consumer area is in the automobile industry, and efforts to market to this community should include strategies that feature Hispanic-Americans in their campaigns (Brown, R. & Washton, R. The Hispanic Market).
The opportunity to successfully market to the Hispanic-American Community depends on reliable information, and AllBusiness.com provides extensive, relevant details to assist in outlining the proper strategies for marketing to this group of consumers (AllBusiness.com).
AllBusiness.com includes a variety of categories with full-text articles available in areas relevant to the marketer such as “Advertising,” “Branding and Brand Development,” and “Strategic Marketing”; this Web site can be used to make any marketer or marketing campaign more successful.
References
- African-American Market Profile. Magazine Publishers of America. New York. 2004. Retrieved September 1, 2006, from the World Wide Web: <http://www.magazine.org/content/files/market_profile_black.pdf>
- AllBusiness.com. <http://www.allbusiness.com>
- Bernstein, R. U.S. Census Bureau. Public Information Office. (May 10, 2006). Nation’s Population One-Third Minority. U.S. Census Bureau Press Release. Retrieved August 31, 2006, from the World Wide Web: <http://www.census.gov/Press-Release/www/releases/archives/population/006808.html >
- Brown, R. & Washton, R. Chapter 1: Executive Summary – Highlights of Asian American Consumer Behavior. [Electronic version]. Asian Americans in the U.S. MarketResearch.com. 2006.
- Brown, R. & Washton, R. Chapter 1: Executive Summary – Media Usage. [Electronic version]. The U.S. African-American Market, 6th ed. MarketResearch.com. 2006.
- Brown, R. & Washton, R. Chapter 11: Size and Growth of the Asian-American Market – Overview of Key Subgroups within the Asian American Market. [Electronic version]. Asian Americans in the U.S. MarketResearch.com. 2006.
- Brown, R. & Washton, R. The Hispanic Market. [Electronic version]. MarketResearch.com. 2006.
- Day, J. Cheeseman. U.S. Census Bureau. Population Division and Housing and Household Economic Statistics Division. (January 18, 2001). National Population Projections. Retrieved August 31, 2006, from the World Wide Web: <http://www.census.gov/population/www/pop-profile/natproj.html>
- DeNavas-Walt, C., Proctor, B., & Hill Lee, C. U.s. Census Bureau. Income, Poverty, and Health Insurance Coverage in the United States: 2005. (August 2006). Retrieved August 31, 2006, from the World Wide Web: <http://www.census.gov/prod/2005pubs/p60-229.pdf>
