Report Shines Light on Black, Affluent Consumers
In its latest report, Nielsen provides an inside look into affluent Black consumers.
The report, Increasingly Affluent, Educated and Diverse: African-American Consumers – the Untold Story, takes a look at consumers with annual household incomes of $75,000 and higher. The report upends outdated stereotypes about African-Americans, from education and income to media consumption and social engagement.
The report was released at a press conference during the Congressional Black Caucus Foundation’s 45th Annual Legislative Conference in Washington, D.C.
“We believe this ‘untold story’ is both timely and critical to understanding African-Americans in 21st century America,” said Reverend Jacques Andre DeGraff, Nielsen External Advisory Council Co-Chair. “Nielsen has been successfully providing insights and data for its clients for nearly 100 years. Now with this fifth anniversary milestone African-American report, the launching pad for the Diverse Intelligence Series, multicultural communities can be confident that Nielsen captures the importance of every demographic.”
At 45.7 million strong, America’s Black population grew by 17.7 percent from 2000 to 2014. That’s 35 percent faster than the total population and twice the 8.2 percent growth rate of the white population, according to a press release sent to JET. The growth rate is in part attributed to the surge in Black immigration from the Caribbean, Africa and Europe, making the overall population incredibly diverse.
The number of foreign-born Blacks in the U.S. has quadrupled since 1980, accounting for 3.8 million of the nation’s Black population.
Foreign-born Blacks are also contributing to increased incomes in the African-American community. Their median household incomes are 30 percent higher than U.S-born Blacks.
African-American income growth rates outpaced those of non-Hispanic Whites at every annual household income level above $60,000.
2015 represented a tipping point as avid media consumption, powerful cultural influence and burgeoning population statistics created an unprecedented African-American impact on a broad range of industries, particularly in television, music and social media, as well as on social issues.
Click here for the full report.