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Black Consumers Attitudes toward Advertising - US - July 2014

Published By :

Mintel

Published Date : Aug 2014

Category :

Apparel

No. of Pages : 205 Pages

Many marketers are shifting their dollars away from the Black consumer segment, while others are moving their initiatives away from traditional to digital. Since Blacks are receptive to advertising and want to see more targeted to them, they are paying attention to which companies demonstrate a sincere commitment and understand the cultural nuances. For now, marketers may not feel the pinch, but what are the long-term effects?
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

The US Black population
The consumer
General attitudes toward advertising
Figure 1: Attitudes and receptivity to targeted advertising, by generation, May 2014
Figure 2: Attitudes and receptivity to targeted advertising, by generation, May 2014
Effectiveness of media on the purchase funnel
Figure 3: Effectiveness of TV ads, sponsorships, billboards, magazine ads, and direct mail/circulars, May 2014
Effective advertising styles
Figure 4: Reactions toward different types of ad styles, May 2014
Impact of television ads on the purchase funnel
Receptivity to brand integration and movie theater ads
Receptivity to radio ads
Receptivity to print ads
Receptivity to outdoor ads
Receptivity to online ads
Effectiveness of sponsorships
Receptivity to mobile ads
Effectiveness of social media advertising
Industry leaders
What we think

Issues and Insights

Is targeted advertising still relevant?
The issues
The implications
Which advertising media are most effective at reaching Black consumers?
The issues
The implications
What will marketers need to do to attract Black Millennials and men?
The issues
The implications

Trend Application

Mintel Trend: The Real Thing
Mintel Trend: Moral Brands
Figure 5: Converse – “Highways Color Reclaim,” 2013
Mintel Futures: Generation Next

Profile of the US Black Population

Key points
Buying power
Figure 6: Buying power trends among Black consumers, 1990-2018 (projections)
Black buying power is growing at a faster rate than that of White consumers
Figure 7: Changes in buying power, by race, June 2013
Black buying power more than $1 trillion
Figure 8: Top 10 states or areas ranked by share of Black buying power, 2013
Top 10 states with highest buying power represent two thirds of buying power
Figure 9: Top 10 states ranked by value of Black buying power, 2013
Population statistics
Black population growing at a faster rate than Whites
Figure 10: Population by race and Hispanic origin, 2009-19
Black population growth slows
Figure 11: Asian, Black, and Hispanic populations, 1970-2020
Children <18 years old account for 27% of Black population
Figure 12: Black population, by age, 2009-19
Geographic concentration
Majority of Blacks reside in South; a different marketing approach may be needed
Figure 13: Black geographic concentration, by region, 2010
Population grows in the South, reverse migration may be occurring
Figure 14: Top 20 states or areas with highest Black population and percent change from 2000-10, 2010
NY, Chicago, Philadelphia, Detroit, and Houston top Black metros
Figure 15: Top 10 cities with the largest number of Blacks, 2010
More than 80% of Detroit’s and Jackson’s population is Black
Figure 16: Top 10 cities with the highest percentage of Blacks, 2010
Gender
Figure 17: Men by race and Hispanic origin, 2009-19
Figure 18: Women by race and Hispanic origin, 2009-19
Generations
iGeneration and Millennials represent nearly half of Black population
Figure 19: Population of generations, by race/Hispanic origin, 2014
Figure 20: Distribution of population by race and generation, 2014
Marital status
Only one third of Blacks are married, compared to 50% or more of others
Figure 21: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
Blacks twice as likely never to marry
Figure 22: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
Figure 23: Marital status of Blacks, by age, 2013
Figure 24: Marital status of Black adults, by gender, 2013
Parental status
One third of Black households are headed by women
Figure 25: Households type, by race of householder, 2013
More Black children born to unmarried women in 2012
Figure 26: Fertility rate, by race and Hispanic origin of mother, 2002-12
Figure 27: Percent of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
Figure 28: Households with own children, by race and Hispanic origin of householder, 2013
Figure 29: Who children live with, by race and Hispanic origin, 2012
Figure 30: Black households, by presence and ages of own children, 2013
Education
Majority of Blacks seek college, while others may be relying on entrepreneurship
Figure 31: Educational attainment of Blacks aged 25 or older, by age, 2012
Income
Blacks have lower household incomes, attributed to several factors besides occupation
Figure 32: Median household income, by race and Hispanic origin of householder, 2012
Figure 33: Household income distribution by race and Hispanic origin of householder, 2012

General Attitudes towards Advertising

Key points
Blacks are much more receptive to advertising than Whites are
Figure 34: Attitudes toward advertising, by race/Hispanic origin, January 2013 -March 2014
More than a third of Blacks say ads with Whites in them signal brand is not for them
Figure 35: Attitudes toward the relevance of general market advertising, by household income, May 2014
Nearly half of Blacks say targeted ads today are stereotypical
Figure 36: Attitudes toward how Blacks are depicted in ads, by household income, May 2014
Blacks say targeted advertising has come a long way, backlash suggests there’s still work to do
Figure 37: Examples of recent ads that were perceived as stereotypical or racist, 2006-12
Advertisers may be missing the mark when it comes to Millennials and Gen Xers
Figure 38: Attitudes toward how Blacks are depicted in ads, by generation, May 2014
Vast majority of Blacks want more ads that reflect their culture and a wide array of Blacks
Figure 39: Attitudes and receptivity to targeted advertising, by generation, May 2014
Middle-income earners want to see more targeted advertising
Figure 40: Attitudes toward brands that are not involved in the Black community, by household income, May 2014
Targeted efforts can pay off for marketers, if the messages are culturally relevant
Millennials are twice as likely to avoid brands that don’t support the Black community
Figure 41: Attitudes and receptivity to targeted advertising, by generation, May 2014
Middle-income Blacks more likely to support companies that support the Black community
Figure 42: Attitudes toward brands that are not involved in the Black community, by household income, May 2014

Effectiveness of Media on the Purchase Funnel

Key points
Traditional is more effective than digital advertising on getting attention
Figure 43: Effectiveness of advertising medium on capturing Black consumers’ attention, May 2014
Sponsorships are twice as effective as mobile at driving ad recall
Figure 44: Effectiveness of advertising medium on ad recall, May 2014
Marketers need a multimedia approach to get on consideration set
Figure 45: Effectiveness of advertising medium on consideration, May 2014
Marketers need engagement, on TV or at events, to drive sales
Figure 46: Effectiveness of advertising media on driving sales, May 2014

Effective Advertising Styles

Key points
Most impactful ads are entertaining, believable, creative, relatable
Figure 47: Reactions toward different types of ads, May 2014
Women want ads that reflect them – savvy shopper, real situations and people
Figure 48: Reactions toward different types of ads – Makes me strongly consider buying the product, by gender, May 2014
Age plays a role in the style of advertising that drives consideration
Figure 49: Reactions toward different types of ads – Makes me strongly consider buying the product, by age, May 2014

Impact of Television Ads on the Purchase Funnel

Key points
TV is STILL the king of advertising
Figure 50: Effectiveness of TV advertising on the purchase funnel, by gender, May 2014
TV ads more likely to capture attention of young Millennials, recall higher
Figure 51: Effectiveness of TV advertising on the purchase funnel, by age, May 2014

Receptivity to Brand Integration and Theater Ads

Key points
TV shows
Brand integration on TV shows is an effective way to promote products
Figure 52: Trend in level of receptivity to brand integration in TV shows, February 2007-March 2014
Brand integration can drive sales and set apart from competition
Figure 53: Trend in impact brand integration on TV shows has on consideration, February 2007-March 2014
Movies
Movies are a good way to raise awareness of brands
Figure 54: Trend in level of receptivity to brand integration in movies, February 2007-March 2014
Movie integration can drive sales and combat competition among some Blacks
Figure 55: Trend of appeal of brand integration in movies February 2007-March 2014
Movie theaters
Blacks significantly more receptive to ads at the theater
Figure 56: Effectiveness of ads placed in movie theaters, by race/Hispanic origin, January 2013 -March 2014

Receptivity to Radio Ads

Key points
Radio can reach half of Blacks even though they tune in less than Whites
Figure 57: Radio listening habits, by race/Hispanic origin, January 2013 -March 2014
Radio ads get attention, but more integrated approach is imperative
Figure 58: Effectiveness of radio ads on the purchase funnel, by gender, May 2014
People 18-24 years old are more receptive to radio ads
Figure 59: Effectiveness of radio ads on the purchase funnel, by age, May 2014

Receptivity to Print Ads

Key points
Magazines
Blacks twice as likely as Whites to enjoy magazine ads
Figure 60: Magazine viewing habits, by race/Hispanic origin, January 2013 -March 2014
Magazines drive awareness and ad recall
Figure 61: Effectiveness of magazine ads on the purchase funnel, by gender, May 2014
Magazine ads get attention, but age impacts consideration and purchases
Figure 62: Effectiveness of magazine ads on the purchase funnel, by age, May 2014
Newspaper
Local news is a huge draw to newspaper readership
Figure 63: Newspaper viewing habits, by race/Hispanic origin, January 2013 -March 2014
Newspaper ads attract some, but fewer say they impact consideration and sales
Figure 64: Effectiveness of newspaper ads on the purchase funnel, by gender, May 2014
Newspapers may be less effective than other ad media on purchase funnel
Figure 65: Effectiveness of newspaper ads on the purchase funnel, by age, May 2014
Direct mail
Blacks less likely to opt out of mailing lists, targeted approach can be effective
Figure 66: Effectiveness of direct mail/circulars on the purchase funnel, by gender, May 2014
Direct mail more likely to capture attention of people aged 55+
Figure 67: Effectiveness of direct mail/circulars on the purchase funnel, by age, May 2014

Receptivity to Outdoor Ads

Key point
Women are much more likely to notice outdoor ads
Figure 68: Effectiveness of outdoor ads on purchase funnel, by gender, May 2014
Response to outdoor ads varies by age, older more receptive but younger impacted more
Figure 69: Effectiveness of outdoor ads on purchase funnel, by age, May 2014

Receptivity to Online Ads

Key points
The Internet has changed how Blacks consume other media
Figure 70: How the internet has impacted use of traditional media, February 2007-March 2014
Blacks listen to more non-internet radio than Whites because of internet
Figure 71: Impact the internet has on traditional media, by race/Hispanic origin, January 2013 -March 2014
Many admit the Internet has changed their lifestyle
Figure 72: Trends in the role the internet plays in Black consumers’ lives, February 2007-March 2014
Figure 73: role the internet plays in Black consumers’ lives, by race/Hispanic origin, January 2013 -March 2014
Blacks more likely to visit news websites and social networks daily
Figure 74: Websites and apps used and frequency of use, May 2014
Black men and people 18-34 years old are far more engaged online
Figure 75: Websites and apps used and daily use, by gender, May 2014
Figure 76: Websites and apps used and daily use, by age, May 2014
Women notice online ads, but men say ads impact what they consider
Figure 77: Effectiveness of online ads on the purchase funnel, by gender, May 2014
Young people more likely to notice online ads, consideration and sales also higher among them
Figure 78: Effectiveness of online ads on the purchase funnel, by age, May 2014
Effectiveness of Sponsorships

Key point
Sponsorships can pay off for marketers looking to attract Blacks
Figure 79: Effectiveness of sponsorships on the purchase funnel, by gender, May 2014
Figure 80: Effectiveness of sponsorships on the purchase funnel, by age, May 2014

Receptivity to Mobile Ads

Key points
Mobile has changed the way Blacks access the internet
Figure 81: Trends in attitudes toward convenience and accessibility of the internet, January 2012-March 2014
Blacks want access 24/7, even if it means carrying more than one device
Figure 82: Attitudes toward convenience and accessibility of the internet, by race/Hispanic origin, January 2013 -March 2014
Mobile advertising is perhaps the least effective medium…for now
Figure 83: Effectiveness of mobile ads on the purchase funnel, by gender, May 2014
Younger consumers (aged 18-34) are more receptive to mobile ads
Figure 84: Effectiveness of mobile ads on the purchase funnel, by age, May 2014
Barriers to mobile ads are fear of viruses and size of screen
Figure 85: Attitudes toward mobile advertising, by gender, May 2014

Effectiveness of Social Media Advertising

Key points
Ads on social networks may be more effective among younger people
Figure 86: Impact of advertising on social networks on the purchase funnel, by gender, May 2014
Figure 87: Impact of advertising on social networks on the purchase funnel, by age, May 2014
Blacks are highly engaged in social media; they talk about brands and buy them
Figure 88: Social media/networking website impact of brands, by gender, November 2012-December 2013
Blacks are receptive to ad messages, as long as they’re not overwhelming
Figure 89: Attitudes toward privacy and advertising on social networks among Black consumers, February 2014
Nearly two out of 10 have bought a product after seeing an ad on social media
Figure 90: Reactions to brand advertising on social media, February 2014

Industry Leaders

Key points
Ad recall
Food/beverage, beauty/personal care, and clothing among top industries in ad recall
Figure 91: Recall of inclusive ads by industry, by gender, May 2014
Positive portrayal of Blacks
Alcohol, tobacco lag other industries in positive portrayals of Blacks
Figure 92: Industries that portray Blacks positively in their ads, May 2014
Figure 93: Industries that portray Blacks positively in their ads, by gender, May 2014

Consumer Segmentation

Figure 94: Black advertising receptivity segments, May 2014
Cluster 1: Cultural Activists
Demographics
Characteristics
Opportunity
Cluster 2: Cultural-listics
Demographics
Characteristics
Opportunity
Cluster 3: Cultural Advocates
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 95: Websites and apps used and daily use, by Black advertising receptivity segments, May 2014
Figure 96: Social networking site belong to and frequency of visiting – among daily users, by Black advertising receptivity segments, May 2014
Figure 97: Agreement with attitudes toward targeted advertising, by Black advertising receptivity segments, May 2014
Figure 98: Reactions toward different types of ads – Gets my attention, by Black advertising receptivity segments, May 2014
Figure 99: Reactions toward different types of ads – Makes me remember them, by Black advertising receptivity segments, May 2014
Figure 100: Reactions toward different types of ads – Makes me tell others about it, by Black advertising receptivity segments, May 2014
Figure 101: Reactions toward different types of ads – Makes me strongly consider buying the product, by Black advertising receptivity segments, May 2014
Figure 102: Recall of targeted ads by industry, by Black advertising receptivity segment, May 2014
Figure 103: Industries that portray Blacks positively in their ads, by Black advertising receptivity segment, May 2014
Figure 104: Effectiveness of advertising media on purchase funnel – Gets my attention, by Black advertising receptivity segment, May 2014
Figure 105: Effectiveness of advertising media on purchase funnel – Makes me remember them, by Black advertising receptivity segment, May 2014
Figure 106: Effectiveness of advertising media on purchase funnel – Makes me strongly consider the product/service, by Black advertising receptivity segment, May 2014
Figure 107: Effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, by Black advertising receptivity segment, May 2014
Figure 108: Attitudes toward mobile advertising, by Black advertising receptivity segment, May 2014
Cluster demographic tables
Figure 109: Black advertising receptivity segments, by demographics, May 2014

Marketing Strategies

Overview of the advertising landscape
Brand analysis: Toyota
Figure 110: Toyota Black advertising campaigns, 2014
Brand analysis: Walmart
Figure 111: Walmart, 2013
Brand analysis: Verizon
Figure 112: Verizon, 2014
Brand analysis: McDonald’s, New Addition
Figure 113: McDonald’s
Brand analysis: Home Depot, Retool Your School
Figure 114: Home Depot, 2014
Brand analysis: Amtrak, myblackjourney.com
Figure 115: Amtrak, 2014

Appendix – Other Useful Consumer Tables

General attitudes toward advertising
Figure 116: Attitudes toward targeted advertising, May 2014
Figure 117: Agreement with attitudes toward targeted advertising, by gender, May 2014
Figure 118: Agreement with attitudes toward targeted advertising, by age, May 2014
Figure 119: Agreement with attitudes toward targeted advertising, by region, May 2014
Effectiveness of advertising media on purchase funnel
Figure 120: Effectiveness of advertising media on purchase funnel – Gets my attention, by household income, May 2014
Figure 121: Effectiveness of advertising media on purchase funnel – Gets my attention, by region, May 2014
Figure 122: Effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, by household income, May 2014
Figure 123: Effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, by generation, May 2014
Figure 124: Effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, by region, May 2014
Figure 125: Effectiveness of advertising media on purchase funnel – Makes me remember them, by household income, May 2014
Figure 126: Effectiveness of advertising media on purchase funnel – Makes me remember them, by generation, May 2014
Figure 127: Effectiveness of advertising media on purchase funnel – Makes me remember them, by region, May 2014
Figure 128: Effectiveness of advertising media on purchase funnel – Makes me strongly consider the product/service, by household income, May 2014
Figure 129: Effectiveness of advertising media on purchase funnel – Makes me strongly consider the product/service, by generation, May 2014
Figure 130: Effectiveness of advertising media on purchase funnel – Makes me strongly consider the product/service, by region, May 2014
Effective advertising styles
Figure 131: Reactions toward different types of ads – Gets my attention, by gender, May 2014
Figure 132: Reactions toward different types of ads – Gets my attention, by age, May 2014
Figure 133: Reactions toward different types of ads – Gets my attention, by household income, May 2014
Figure 134: Reactions toward different types of ads – Gets my attention, by generation, May 2014
Figure 135: Reactions toward different types of ads – Gets my attention, by region, May 2014
Figure 136: Reactions toward different types of ads – Makes me remember them, by gender, May 2014
Figure 137: Reactions toward different types of ads – Makes me remember them, by age, May 2014
Figure 138: Reactions toward different types of ads – Makes me remember them, by household income, May 2014
Figure 139: Reactions toward different types of ads – Makes me remember them, by generation, May 2014
Figure 140: Reactions toward different types of ads – Makes me remember them, by region, May 2014
Figure 141: Reactions toward different types of ads – Makes me tell others about it, by gender, May 2014
Figure 142: Reactions toward different types of ads – Makes me tell others about it, by age, May 2014
Figure 143: Reactions toward different types of ads – Makes me tell others about it, by household income, May 2014
Figure 144: Reactions toward different types of ads – Makes me tell others about it, by generation, May 2014
Figure 145: Reactions toward different types of ads – Makes me tell others about it, by region, May 2014
Figure 146: Reactions toward different types of ads – Makes me strongly consider buying the product, by household income, May 2014
Figure 147: Reactions toward different types of ads – Makes me strongly consider buying the product, by generation, May 2014
Figure 148: Reactions toward different types of ads – Makes me strongly consider buying the product, by recall of targeted ads by industry – part I, May 2014
Figure 149: Reactions toward different types of ads – Makes me strongly consider buying the product, by recall of targeted ads by industry – Part II, May 2014
Figure 150: Reactions toward different types of ads – Makes me strongly consider buying the product, by recall of targeted ads by industry – Part III, May 2014
Figure 151: Reactions toward different types of ads – Makes me strongly consider buying the product, by industries that portray Blacks positively in their ads – Part I, May 2014
Figure 152: Reactions toward different types of ads – Makes me strongly consider buying the product, by industries that portray Blacks positively in their ads – Part II, May 2014
Figure 153: Reactions toward different types of ads – Makes me strongly consider buying the product, by industries that portray Blacks positively in their ads – Part III, May 2014
Figure 154: Reactions toward different types of ads – Makes me strongly consider buying the product, by effectiveness of advertising media on purchase funnel – Makes me strongly consider buying the product – Part I, May 2014
Figure 155: Reactions toward different types of ads – Makes me strongly consider buying the product, by effectiveness of advertising media on purchase funnel – Makes me strongly consider buying the product – Part II, May 2014
Figure 156: Reactions toward different types of ads – Makes me strongly consider buying the product, by effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, May 2014
Figure 157: Reactions toward different types of ads – Makes me strongly consider buying the product, by effectiveness of advertising media on purchase funnel – Gets me to buy the product/service – Part II, May 2014
Receptivity to mobile ads
Figure 158: Attitudes toward mobile advertising, by age, May 2014
Figure 159: Attitudes toward mobile advertising, by household income, May 2014
Figure 160: Attitudes toward mobile advertising, by region, May 2014
Figure 161: Attitudes toward mobile advertising, by effectiveness of advertising medium, May 2014
Industry leaders
Figure 162: Recall of inclusive ads by industry, by age, May 2014
Figure 163: Recall of inclusive ads by industry, by household income, May 2014
Figure 164: Recall of inclusive ads by industry, by generation, May 2014
Figure 165: Recall of inclusive ads by industry, by region, May 2014
Figure 166: Industries that portray Blacks positively in their ads, by age, May 2014
Figure 167: Industries that portray Blacks positively in their ads, by household income, May 2014
Figure 168: Industries that portray Blacks positively in their ads, by generation, May 2014
Figure 169: Industries that portray Blacks positively in their ads, by region, May 2014

Appendix – Top Black Advertising Firms

Appendix – Trade Associations

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