Nielsen Report: African-Americans are projected to spend $1.1 trillion annually by 2015

Key findings in the report include: download full report here


  • The number of African-American households earning $75,000 or higher grew by almost 64%, a rate close to 12% greater than the change in the overall population’s earning between 2000 and 2009.
  • The percentage of African-Americans attending college or earning a degree has increased to 45% for men and 53% for women (adults 25+).


  • The average African-American household spends about seven hours, 12 minutes daily watching TV – 213 hours a month – which is 40% more viewing time spent than the overall population.
  • 12.5 million African-American households helped make last year’s Super Bowl XLV the most watched Super Bowl ever.


  • African-Americans use more than double the amount of mobile phone voice minutes compared to Whites – 1,298 minutes a month vs. 606.
  • African-Americans send/receive on average 907 text messages.
  • 33% of all African-Americans own a smart phone


  • African-Americans may spend less on each shopping trip, but they make the most trips – 167 – annually of any other group.
  • African-Americans in higher income brackets, spend 300% more in higher-end retail grocers, more than any other high income household.
  • African-Americans over-index on purchases of health and beauty products, household cleaning items, clothes, food and electronics to name a few.


  • During July 2011, there were 23.9 million active African-American internet users.
  • African-Americans are 30% more likely to visit Twitter.
  • Top online purchases for African-Americans in the last six months included:
    • Airline tickets/reservations
    • Hotel reservations
    • Any clothes/shoes/accessories
    • Women’s clothes/shoes/accessories
    • Men’s clothes/shoes/accessories

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