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Black Consumers' Lifestyles and Entertainment - US - January 2017

Published By :

Mintel

Published Date : Jan 2017

Category :

Lifestyle

No. of Pages : N/A

Black consumers are optimistic about life in general, their purpose in life, and how they spend their time. They rely on family and faith to keep them grounded and emotionally fulfilled while living out their passions. Their passions and the trends they follow tend to collide in their leisure time, particularly in regards to media connectivity, whether user-generated or disseminated among the masses. Income and age are the great differentiators in how Blacks live their lives and make choices in the entertainment that feeds their interests.

Table of Content

OVERVIEW

What you need to know
Definition

EXECUTIVE SUMMARY
What we’ve seen
The issues
Family is at the center of Blacks’ choice of leisure and entertainment activities
Figure 1: Blacks’ outlook on life – leisure choices, November 2016
Less access to green space, parks, other recreational spaces in Black neighborhoods impact participation
Figure 2: Out-of-home activities with lowest participation, November 2016
If you build it, they will come
Figure 3: Top 10 TV programs Black consumers viewed in the past seven days, July 2015-August 2016
Budgetary constraints impact entertainment choices and outlook
Figure 4: Attitudes toward lifestyles and entertainment, by household income, November 2016
The opportunities
Showcase all forms of family in entertainment messaging
Figure 5: Family groups, by Black vs total, 2015
Demonstrate low-cost examples of having fun outside of the usual suspects
Sponsor up-and-coming content producers to directly reach specific audiences
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Most Black adults are single
Black households include more family-related adults
In-home devices and platforms dominate entertainment spending

THE BLACK POPULATION BY THE NUMBERS
Black population expected to remain steady at about 13% of total US
Figure 6: Total US and Black population estimates, 2012-22
Almost one third of Blacks fall within the two youngest generations
Figure 7: Distribution of generations by race, 2017
Black adults are the least likely to be married
Figure 8: Married share of population, by race and Hispanic origin, 2015

MARKET PERSPECTIVE
One third of Black households are raising children
Figure 9: Households with related children, by race and Hispanic origin of householder, 2016
and are more likely to live with relatives
Figure 10: Family groups, by race and Hispanic origin, 2015

MARKET FACTORS
Community- and spiritual-based activities drive leisure time spent outside the home
Figure 11: Time spent per day in primary activities, by race and Hispanic origin, 2015
Figure 12: Time spent per day in leisure and sports activities, by race and Hispanic origin, 2015
Leisure spending driven by home-based activities
Figure 13: Annual entertainment expenditures – Means and shares, by segment, 2015

KEY TRENDS – WHAT YOU NEED TO KNOW
Younger Blacks seek full life experiences across their favorite trends
Television remains Blacks’ favorite entertainment source, especially cable
Black producers take content creation into their own hands

WHAT’S WORKING?
Increased TV programming options showcasing Black culture
Digital platforms linking music enthusiasts with live entertainment events

WHAT’S STRUGGLING?
Black consumer participation at recreational venues
Affordable out-of-home entertainment options for lower-income Black households

WHAT’S NEXT?
More culturally relevant, independently distributed content

THE CONSUMER – WHAT YOU NEED TO KNOW
Blacks’ leisure time is primarily driven by family time
Blacks’ leisure time includes obligations outside of work
Media activities, primarily television, dominate Blacks’ in-home entertainment
Most Blacks follow media-related trends, especially social connectivity

BLACKS’ ATTITUDES TOWARD LIFESTYLES AND ENTERTAINMENT
Social ties and a positive attitude drive Blacks’ outlook on life
Figure 14: Attitudes toward lifestyles and entertainment – Agree, November 2016
Black women have greater balance between social connection and solitude
Figure 15: Attitudes toward lifestyles and entertainment – Agree, by gender, November 2016
Time mellows attitudes toward life and the pursuit of happiness
Figure 16: Attitudes toward lifestyles and entertainment – Agree, by generation, November 2016
Household income not a driver of most attitudes on life
Figure 17: Attitudes toward lifestyles and entertainment – Agree, by household income, November 2016

BLACKS’ OUTLOOK ON LIFE
Black consumers live life to the fullest
Figure 18: Blacks’ outlook on life – satisfaction and social life, November 2016
Black lives are centered on family and friends
Figure 19: Blacks’ outlook on life – leisure choices, November 2016
Contentment with life increases as Blacks age
Figure 20: Blacks’ outlook on life – satisfaction, social life, and leisure choices, by generation, November 2016
More Black married men report satisfaction with life
Figure 21: Black men’s outlook on life – satisfaction, social life, and leisure choices, by marital status, November 2016
Black women sacrifice their personal time for their children
Figure 22: Black women’s outlook on life – satisfaction, social life, and leisure choices, by marital status, November 2016

FACTORS AFFECTING BLACKS’ LIFESTYLES AND ENTERTAINMENT
Blacks are pulled between wanting more leisure vs entertainment
Figure 23: Opinions about lifestyles and entertainment, November 2016
Black women’s hectic lives prompt them to seek greater peace
Figure 24: Opinions about lifestyles, by all and female, November 2016
Black iGens/Millennials crave more experiences vs older generations
Figure 25: Opinions about lifestyles and entertainment, by generation, November 2016
More affluent Blacks are time-strapped leisure wise, but find fulfilment in their careers
Figure 26: Opinions about lifestyles, by household income, November 2016

PREFERRED AT-HOME ACTIVITIES
Blacks gravitate toward digital media more than the general market
Figure 27: Preferred at-home activities, by Blacks indexed to all, November 2016-December 2016
Television is the number one at-home activity for Blacks
Figure 28: Top 10 TV programs Black consumers viewed in the past seven days, July 2015-August 2016
Cable television delivers culturally relevant programming for Blacks
Figure 29: Top 15 cable TV networks Black consumers viewed in the past seven days, July 2015-August 2016
Figure 30: Attitudes toward video content, by Black consumers and indexed to all, May 2016
Music and radio personalities are a part of the community
Figure 31: Top 10 radio formats Black consumers listened to within a 24-hour period, July 2015-August 2016
Figure 32: Use of digital music services in the last 30 days and top services used, July 2015-August 2016
Black women drive communal activities at home
Figure 33: Preferred at-home activities – communal activities, by gender, November 2016
Even with hectic lives, Black parents have a more active home life vs non parents
Figure 34: Preferred at-home activities, by parental status, November 2016

PREFERRED OUT-OF-HOME ACTIVITIES
Church and spiritual fellowship more important to Blacks
Figure 35: Preferred out-of-home activities, by Blacks indexed to all, November 2016-December 2016
Food is love… even when dining out
Figure 36: Visits family and sit-down restaurants and with whom: any meal, July 2015-August 2016
Black women more likely than men to do activities outside the home
Figure 37: Preferred out-of-home activities, by gender, November 2016
Black iGens/Millennials are out and about with their family and friends
Figure 38: Preferred out-of-home activities, by generation, November 2016
Married Blacks are active with family, single Blacks mingle with other singles
Figure 39: Preferred out-of-home activities, by marital status, November 2016
Black urbanites take advantage of proximity to entertainment venues, events
Figure 40: Preferred out-of-home activities, by area, November 2016

BLACKS’ INTEREST IN TRENDS
Content and connection is the primary trend among Black consumers
Figure 41: Blacks’ interest in trends, November 2016
Black women more likely to keep up with most trends
Figure 42: Blacks’ interest in trends, by gender, November 2016
Black iGens/Millennials are super connected
Figure 43: Blacks’ interest in trends, by generation, November 2016
Middle-income Blacks gravitate to trends that impact their standard of living
Figure 44: Blacks’ interest in trends, by household income, November 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

APPENDIX – CONSUMER TABLES
Figure 45: Top 10 TV programs Black consumers viewed in the past seven days, July 2015-August 2016
Figure 46: Top 15 cable TV networks Black consumers viewed in the past seven days, July 2015-August 2016
Figure 47: Top 10 radio formats Black consumers listened to within a 24-hour period, July 2015-August 2016
Figure 48: Use of digital music services in the last 30 days and top services used, July 2015-August 2016
Figure 49: Visits family and sit-down restaurants and with whom: any meal, July 2015-August 2016

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