Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The fourth wave of the Black Consumer Project explores explores media consumption, behaviors and the power of creators.
Black Consumer Project Wave 1 - Identity + ValuesThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The first wave of the Black Consumer Project explores core values, personal goals, layers of identity and definitions of success
Black Consumer Project Wave 2 - Finance + BankingThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The second wave of the Black Consumer Project explores banking behaviors, financial perceptions and aspirations for the future.
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
The african-american audience has increasingly changed with being much more affluent, Educated and Diverse. Read out more about the African-American Consumers and their purchasing power in this document.
ThinkNow Social is a nationwide survey that looks at Americans' social media attitudes. Insights include:
# Addiction to Social Media
# Importance of Social Media Influncers
# Social Media Presence of Brands
And More...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
Our detailed report explores the impact of Asian culture on the Millennial consumption of media, technology, and entertainment.
Some of the topics covered are:
# How social media heavily influences entertainment consumption
# How new technology & wearables are making inroads
# What is the key to pay TV services
African-American Millennials cemented their position as trendsetters in the media and technology space in 2016. But this cohort has been setting the tone for the conversations feeding social media and the web at large with an influence that vastly outweighs its user base for some time now.
How Millennials Use Technology to Get News: Differences by Race and EthnicityJonathan Blum
This study from the Media Insight Project, a collaboration between the American Press Institute and the AP-NORC Center, highlights similarities and differences by race and ethnicity in the technology use and news habits of Millennials.
One of the distinctions of the digital age is that it gives consumers more control over the information they consume, the sources they seek out, and the pathways they use to get it. As the news industry tries to understand the news habits of Millennials, who make up the first digital generation, one important question is whether changing technologies are extending or blurring differences between races and ethnic groups in how news is consumed.
Courtesy of: Associated Press and the American Press Institute
Black Consumer Project Wave 1 - Identity + ValuesThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The first wave of the Black Consumer Project explores core values, personal goals, layers of identity and definitions of success
Black Consumer Project Wave 2 - Finance + BankingThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The second wave of the Black Consumer Project explores banking behaviors, financial perceptions and aspirations for the future.
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
The african-american audience has increasingly changed with being much more affluent, Educated and Diverse. Read out more about the African-American Consumers and their purchasing power in this document.
ThinkNow Social is a nationwide survey that looks at Americans' social media attitudes. Insights include:
# Addiction to Social Media
# Importance of Social Media Influncers
# Social Media Presence of Brands
And More...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
Our detailed report explores the impact of Asian culture on the Millennial consumption of media, technology, and entertainment.
Some of the topics covered are:
# How social media heavily influences entertainment consumption
# How new technology & wearables are making inroads
# What is the key to pay TV services
African-American Millennials cemented their position as trendsetters in the media and technology space in 2016. But this cohort has been setting the tone for the conversations feeding social media and the web at large with an influence that vastly outweighs its user base for some time now.
How Millennials Use Technology to Get News: Differences by Race and EthnicityJonathan Blum
This study from the Media Insight Project, a collaboration between the American Press Institute and the AP-NORC Center, highlights similarities and differences by race and ethnicity in the technology use and news habits of Millennials.
One of the distinctions of the digital age is that it gives consumers more control over the information they consume, the sources they seek out, and the pathways they use to get it. As the news industry tries to understand the news habits of Millennials, who make up the first digital generation, one important question is whether changing technologies are extending or blurring differences between races and ethnic groups in how news is consumed.
Courtesy of: Associated Press and the American Press Institute
Thinknow Defining Moments Report 2019 - Insights Into Culture and AuthenticityThinkNow
This year-end report highlights trends in consumer sentiment, purchase behavior, and digital media use over the last 12 months, and explores the impact culture has had on these trends. The report also includes marketing predictions for 2020.
An AHAA Cultural Orientation-Generational Study
Sponsored by AARP and data partners Scarborough & GfK MRI
Discover NEW Hispanic opportunities by exploring specific category and cultural benefits among Hispanic Millennials, Gen X and Boomers
As the lines between the ‘Mainstream’ and the Hispanic market continue to blur, it is more important than ever for marketers to not only understand what makes Hispanics different / similar to non-Hispanics, but to examine the cultural differences between Hispanics, as well.
With underwriting from AARP, AHAA: The Voice of Hispanic Marketing recently commissioned the first study to examine the buying habits and Cultural Orientation of Hispanics and non-Hispanics across three generational groups—Millennials (18-29), Generation X (30-44), and Boomers (45-65).
The results were surprising on many levels, validating that the once popular ‘one size fits all’ Hispanic marketing approach will need to change to fully address the diversity of the Hispanic consumer, moving forward.
What You'll Learn:
• Identify the “best” Hispanic customer for key product categories
• Understand the cultural orientation differences across three Hispanic generational segments
• Increase marketing effectiveness by understanding the cultural diversity within U.S. Hispanics
Moderator: Gaby Alcantara-Diaz – AHAA Education Committee Chair, President, G ADMarketing Communications, Inc.
Panelists:
*Carlos Santiago – AHAA Research Committee Chair, President & Chief Strategist, Santiago Solutions Group
*Dr. Jake Beniflah – Study Academic Counsel, Exec Dir, Center for Multicultural Science
*Scott Willoth –SVP Methods & Analytics, Scarborough Research
Session sponsor: AARP. Study underwriter: AARP. Research Partner: Scarborough.
Slide 4 WestCal Political Science 1 - US Government 2015-2016WestCal Academy
American Leadership Policy Studies (ALPS) is a for-college credit certificate program that teaches the fundamentals of American government. ALPS includes a custom tailored Political Science 1 – US Government course taught in partnership with accredited colleges to assure students receive college credit. The class is taught from the perspective of industry professionals who work in local/state/federal bureaucracies and/or political/union campaigns. This course program may operate at the site of a partnering college or instructor of record who licenses ALPS course materials from WestCal Academy or at WestCal Academy’s main campus in partnership with an accredited college. WestCal Academy
This slide covers the following:
1. Condition Of America’s Masses
2. Attitudes Of America’s Masses
3. Intolerance Toward Unpopular Groups
4. Elite – Mass Communication
5. Political Functions Of Mass Media
As participants in the racial justice movement, my team and I feel compelled to democratize and build upon the work that we have done over time for philanthropy engagements.
NYC felt like a good place to start. It's my home, an epicenter of covid-19, and certainly no stranger to systemic racism.
Attached analysis, the first of many I hope, is not designed to be comprehensive, nor is it new information. It’s a snapshot; a reminder; an imperfect effort to play a part, however small, in advancing the anti-racism movement. It's built upon publicly available information and it belongs to the public. Feel free to use any of the data in your work. Meanwhile I welcome your thoughts, direction, content, ideas, resources, collaboration, all of the above. #justice #antiracism
Black Consumer Project Wave 3 - Health + WellnessThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The third wave of the Black Consumer Project explores the intersections of health, wellness and lifestyle from a mindset and behavioral lens.
Here's your change to learn more about how to reach a highly educated, high income, very active multicultural market. PoliticsInColor.com is a broadband video network and internet portal, offering political news, features, commentary and analysis from a multicultural perspective.
SMO and SMM implementations of Obama's election Campaign on the Internet. This PPT shows the powerful usage of search media optimization and social media marketing to reach millions of people accross the globe.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
ThinkNow recently conducted a nationally representative quantitative survey revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.
More Related Content
Similar to Black Consumer Project Wave 4 - Media + Entertainment
Thinknow Defining Moments Report 2019 - Insights Into Culture and AuthenticityThinkNow
This year-end report highlights trends in consumer sentiment, purchase behavior, and digital media use over the last 12 months, and explores the impact culture has had on these trends. The report also includes marketing predictions for 2020.
An AHAA Cultural Orientation-Generational Study
Sponsored by AARP and data partners Scarborough & GfK MRI
Discover NEW Hispanic opportunities by exploring specific category and cultural benefits among Hispanic Millennials, Gen X and Boomers
As the lines between the ‘Mainstream’ and the Hispanic market continue to blur, it is more important than ever for marketers to not only understand what makes Hispanics different / similar to non-Hispanics, but to examine the cultural differences between Hispanics, as well.
With underwriting from AARP, AHAA: The Voice of Hispanic Marketing recently commissioned the first study to examine the buying habits and Cultural Orientation of Hispanics and non-Hispanics across three generational groups—Millennials (18-29), Generation X (30-44), and Boomers (45-65).
The results were surprising on many levels, validating that the once popular ‘one size fits all’ Hispanic marketing approach will need to change to fully address the diversity of the Hispanic consumer, moving forward.
What You'll Learn:
• Identify the “best” Hispanic customer for key product categories
• Understand the cultural orientation differences across three Hispanic generational segments
• Increase marketing effectiveness by understanding the cultural diversity within U.S. Hispanics
Moderator: Gaby Alcantara-Diaz – AHAA Education Committee Chair, President, G ADMarketing Communications, Inc.
Panelists:
*Carlos Santiago – AHAA Research Committee Chair, President & Chief Strategist, Santiago Solutions Group
*Dr. Jake Beniflah – Study Academic Counsel, Exec Dir, Center for Multicultural Science
*Scott Willoth –SVP Methods & Analytics, Scarborough Research
Session sponsor: AARP. Study underwriter: AARP. Research Partner: Scarborough.
Slide 4 WestCal Political Science 1 - US Government 2015-2016WestCal Academy
American Leadership Policy Studies (ALPS) is a for-college credit certificate program that teaches the fundamentals of American government. ALPS includes a custom tailored Political Science 1 – US Government course taught in partnership with accredited colleges to assure students receive college credit. The class is taught from the perspective of industry professionals who work in local/state/federal bureaucracies and/or political/union campaigns. This course program may operate at the site of a partnering college or instructor of record who licenses ALPS course materials from WestCal Academy or at WestCal Academy’s main campus in partnership with an accredited college. WestCal Academy
This slide covers the following:
1. Condition Of America’s Masses
2. Attitudes Of America’s Masses
3. Intolerance Toward Unpopular Groups
4. Elite – Mass Communication
5. Political Functions Of Mass Media
As participants in the racial justice movement, my team and I feel compelled to democratize and build upon the work that we have done over time for philanthropy engagements.
NYC felt like a good place to start. It's my home, an epicenter of covid-19, and certainly no stranger to systemic racism.
Attached analysis, the first of many I hope, is not designed to be comprehensive, nor is it new information. It’s a snapshot; a reminder; an imperfect effort to play a part, however small, in advancing the anti-racism movement. It's built upon publicly available information and it belongs to the public. Feel free to use any of the data in your work. Meanwhile I welcome your thoughts, direction, content, ideas, resources, collaboration, all of the above. #justice #antiracism
Black Consumer Project Wave 3 - Health + WellnessThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The third wave of the Black Consumer Project explores the intersections of health, wellness and lifestyle from a mindset and behavioral lens.
Here's your change to learn more about how to reach a highly educated, high income, very active multicultural market. PoliticsInColor.com is a broadband video network and internet portal, offering political news, features, commentary and analysis from a multicultural perspective.
SMO and SMM implementations of Obama's election Campaign on the Internet. This PPT shows the powerful usage of search media optimization and social media marketing to reach millions of people accross the globe.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
ThinkNow recently conducted a nationally representative quantitative survey revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
The beauty industry has transformed in recent years driven by consumer demands for products that align with their cultural values and personal beliefs. While the top cosmetic brands continue to be L’Oreal and Estee Lauder, they are being challenged by younger, edgier brands like Selena Gomez’s Rare Beauty, Rihanna’s Fenty and e.l.f. Cosmetics. Consumer opinion, however, is not homogeneous. There are significant differences in preferences based on ethnicity, age, income and gender. ThinkNow uncovered some of those differences in our recent Inclusive Beauty Report based on a nationally representative online survey of 2,800 respondents.
We surveyed a nationally representative sample of LGBTQ+ Americans on their views of the current social climate, corporate support for LGBTQ+ causes, personal pronouns, and mental health care.
Our report findings highlight the persistent challenges faced by the LGBTQ+ community and emphasize the role that acceptance, advocacy and allyship play in fostering their well-being and advancement.
The earth isn’t having a good 21st century. In terms of environmental health, the planet is deteriorating across all metrics, and most governments worldwide have failed to address this issue adequately. Politicians may be more willing to push for substantive policies on issues like climate change if they feel their constituents would support them, but they need the data. So, to commemorate Earth Day and Arbor Day, ThinkNow conducted a nationally representative quantitative consumer research study to identify sustainability policies that Americans support and to highlight their views on environmental concerns.
How America Celebrates Holidays & Traditions: Black AmericansThinkNow
Celebrations are positive ways for communities to connect and families to bond. How we celebrate differs by ethnicity, values, traditions, and even geography. In honor of Black History Month, ThinkNow conducted a national study of U.S. adults to understand Black Americans’ attitudes and behaviors toward holiday celebrations and traditions and how they compare to other demographic groups. This report is one in a series of reports examining how Americans celebrate popular holidays throughout the calendar year.
ThinkNow teamed up with Venci Group to create The Digital Media Buyer's Guide to Zero-Party Data – a complete guide for advertisers who want to get the most out of their campaigns using zero-party data. Inside our guidebook, you will:
# Understand why zero-party data is different
# Get a refresher on the different types of data
# Learn why ZPD has become so effective when targeting multicultural audiences
America is at a critical crossroads regarding guns. With growing gun violence being normalized in American culture, we felt as researchers and communicators that we needed to understand the hard facts.
How do gun owners feel about gun control? How about Republican voters? Are there gun control measures that Republicans, Democrats, and Independents would all support?
In a collaborative research project, Team Friday and ThinkNow asked 1,200 Americans their opinions and attitudes toward gun laws.
In a time when U.S. viewership of international sporting events like the Olympics is declining, more attention will be placed on the expanding World Cup audience. Americans will be tuning in, or more precisely, logging on. Brands that care about staying relevant need to be there with them.
ThinkNow conducted a nationwide online survey of U.S. adults to understand how people will be engaging with the 2022 World Cup.
Multicultural consumers are often motivated by a desire to represent their culture in how they identify their race and ethnicity. In 2020, ThinkNow conducted a nationwide online survey among Hispanics, African Americans, and Asian Americans ages 18 to 64 to understand how they prefer to identify themselves among peers and in marketing and media. This year, we conducted a follow-up study in which we found that the needle hadn’t moved much, with a few exceptions.
ThinkNow partnered with Klick Health to address the insight gaps in healthcare marketing geared toward Hispanic communities. To honor the nuances of Hispanic health within the community versus continuing to center the non-Hispanic experience as the baseline for analysis, we looked at the intricacies of Hispanic health attitudes and behaviors through Hispanic identity, age and acculturation, and gender and sexuality.
ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent ReportThinkNow
America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These "mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, and use their influence to support or disapprove of brands’ diversity and inclusion efforts.
In our first report on diversity and inclusion last year, we analyzed consumer reactions to companies' public declarations of support for social justice in 2020. In our latest wave of ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent, we find differences in perceptions and expectations among key demographic groups compared to last year’s report.
ThinkNow Web 3.0 Cryptocurrency Report 2022ThinkNow
Mobile apps like Apple Pay have made online and offline purchases more convenient for consumers, liberating them from having to pull out their wallets, credit cards, and wads of dollar bills and loose change. But the innovations of Web 2.0 are in the rearview, as consumers explore Web 3.0 where digital currency is just a fraction of what the virtual experience has to offer.
For enthusiasts, Web 3.0, or Web3, is a way of democratizing the internet, shifting power away from the behemoths dominating search, sales, and social and giving it back to consumers. The blockchain has made bitcoin, non-fungible tokens (NFTs), and other forms of cryptocurrency ubiquitous among devotees, and the metaverse has become a virtual utopia for consumers and brands.
In our second look at cryptocurrency, ThinkNow conducted a nationwide online survey of adults ages 18 to 64 to understand their familiarity, usage, and interest in cryptocurrency and other Web3 technologies.
Two years ago, the global shutdown sent the economy reeling, and many Americans, especially lower-income households, experienced a seismic shift in their financial security. Consumers reported worsening personal finances and a feeling that the economy was weakening. Their outlook for 2021 was equally as dim, with fewer Americans feeling optimistic about improvements in personal finances for the coming year. Uncertainty about the pandemic, unemployment, and higher prices threatened to thwart the comeback story of the American consumer. But with the mass distribution of COVID-19 vaccines, better protocols and treatments, and the distribution of trillions of dollars in federal stimulus, consumer sentiment has returned to pre-pandemic levels. In our seventh annual ThinkNow Pulse™ Report, Americans say their income has improved in the past year, and their outlook on personal finances and the U.S. economy is just as strong as it was in 2019 or stronger. Download the report here.
ThinkNow Smart Fitness: The Rise of Connected Fitness and CommunityThinkNow
The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go.
For our 2021 ThinkNow Smart Fitness Report, ThinkNow conducted a nationwide online survey of American adults ages 18 to 64 to understand consumer usage of internet-connected fitness equipment and perceptions of connected fitness brands.
Room To Grow
Twenty-five percent of respondents report owning connected fitness equipment. Ownership is highest among Non-Hispanic Whites and African Americans. Within the Total Market, ownership is highest among Millennials and increases drastically with income, and men are twice as likely as women to own smart exercise equipment.
It’s important to reiterate that only one out of four respondents report owning connected fitness equipment, and 20% of those who do not currently own it are at least somewhat interested in purchasing it. This data suggests a tremendous opportunity for brands innovating in or entering the connected fitness space.
Most Popular Connected Fitness Equipment
However, differences emerge when we take a closer look at the types of connected fitness equipment consumers own. Exercise bikes and treadmills, artifacts of the 1970s and 80s fitness movement, have maintained their appeal over the years, getting “smarter” with each passing year. Traditional resistance weight machines, reminiscent of the bodybuilding craze, appear to be losing some ground to, more minimalistic forms of strength training, like resistance bands.
Of the most popular brands of connected fitness equipment available, Peloton, Mirror, and NordicTrack are favored by respondents, while CLMBR, Tonal, and SoulCycle, rank in the bottom few. However, competition within this space is heated, with only a slim margin separating one brand from the next, especially as lines start to blur on product offerings.
Mirror, for example, offers a variety of workouts, from cardio and strength training to Pilates and Tai Chi. Accessories include fitness bands and yoga blocks but no weights. They likely pride themselves on their minimal impact on home life. Tempo and Tonal, however, both positioning themselves as “smart gyms,” offers accessories like weights and smart handles to maximize workouts. NordicTrack has a suite of products, including exercise bikes and an interactive “mirror” similar to Tempo, with a vault of weights and accessories inside. And while Peloton is probably more known for its bikes, the company also offers boot camp style workouts, yoga, barre, among others, with no equipment required.
The most significant threat to the success and continued adoption of connected fitness equipment is forward-thinking gyms innovating to stay competitive.
Entrepreneurship Report 2021: Black Business Ownership In America
Pioneers of scrappy start-ups have fueled the American dream for generations, transforming how we live, work, and play. From the Ford Model T to Apple’s PC, Amazon, Facebook, and everything in between, the founders of today’s most iconic brands have turned their passions into enterprises that have spurred economic growth and provided jobs for millions.
Yet, for the past 40 years, new business formation in the U.S. has been declining. Various factors are at play here, among them lack of funding, entrepreneurial experience, and uncertainty, according to the ThinkNow Entrepreneurship Report released 2018.
State of Entrepreneurship
In that study, nearly half of adults expressed interest in owning a business, with that desire being highest among African Americans and Hispanics. White consumers were most likely to be business owners already. Interest was highest among younger Americans and less popular with older, particularly Boomers, whose generation, ironically, produced some of our most beloved brands.
Across ethnicities, aspiring business owners leaned toward opening businesses in the restaurant, food and beverage, and retail sectors, as well as professional services. They were motivated by a strong desire for personal growth, greater independence, and better work/life balance. But barriers to entry and low awareness of small business support services like the Small Business Administration (SBA) and Women’s Business Centers (WBC) have hurt new business formation and the growth of existing businesses.
Fast forward to 2021. The world is still grappling with the COVID-19 pandemic, struggling to recover from one of the darkest economic periods on record. In 2020, shelter-in-place orders enacted to curb the spread of coronavirus had a devastating effect on businesses, especially micro-businesses run by multicultural consumers. A study by H&R Block found that 53% of Black business owners saw their revenue drop by half, compared to 37% of White owners, since the pandemic started. Latinos, like most minorities, were already at risk at the onset of the pandemic as the majority are most likely start-ups with higher credit risks, impacting their ability to get funding when needed, especially during the surge. And since Blacks and Hispanics are most likely to be unbanked or underbanked, applying for Paycheck Protection Program (PPP) funds through banks last year was challenging. Asian American businesses, heavily concentrated in restaurants, stores, nail salons, and other service industries, were hit particularly hard. Many were forced to close because they serve customers in-store. That, coupled with the rise in hate crimes against the AAPI community, compounded the devastation.
It’s Pride Month! Every year, in June, LGBTQIA+ communities worldwide celebrate the freedom to be authentically and unapologetically who they are. City streets erupt in festive expressions of Pride as enthusiastic, and often costumed patrons attend parades, concerts, and festivals decorated with brightly colored rainbow flags, streamers, and confetti. But the celebration doesn’t just bring people together for a good party. Instead, it shines a light on an underrepresented community, like other minority groups, who have struggled to be seen, heard, and included for generations.
Over the past few months, America has been taken to task for its treatment of minority groups. Be it the inexcusable deaths of unarmed black men at the hands of white police officers, unfair and restrictive voting practices that target minority voters, or stereotypical representations of underrepresented groups in advertising. The latter is where we’ll focus. Companies en masse stepped up in 2020 decrying racism in America. But have those public declarations resulted in systemic changes in their diversity and inclusion practices, and how are consumers responding to those changes?
To answer that question, ThinkNow conducted a nationally representative survey of Americans to understand the impact of companies that demonstrate a commitment to diversity and inclusion. The insights are presented in the 2021 ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent report, now available for download.
Companies en masse stepped up in 2020 decrying racism in America. But have those public declarations resulted in systemic changes in their diversity and inclusion practices, and how are consumers responding to those changes? To answer that question, ThinkNow conducted a nationally representative survey of Americans to understand the impact of companies that demonstrate a commitment to diversity and inclusion and how consumers voice their approval or disapproval of those companies with their wallets. We’ve captured a few highlights from the report in an infographic.
March 2021 marks the one-year anniversary of the official declaration of COVID-19 as a pandemic by the World Health Organization. The first case of coronavirus was reported in the U.S. in January 2020. Two months later, the infection rate was accelerating, prompting former President Trump to declare novel coronavirus a national emergency, unlocking billions of dollars in federal funding to mitigate the spread. What ensued was unprecedented.
Worldwide quarantines shuttered businesses, churches, and schools, bringing life as we knew it to a screeching halt. Sports arenas were silent. Streets were vacant, and grocery store shelves bare. But hospitals and healthcare workers were stretched to the brink treating patients succumbing to the effects of the virus while fearing for their own family’s safety and well-being. In the U.S., to date, 30 million people have been infected with COVID-19, and over five hundred thousand have died.
The turning point came in December 2020 when the Pfizer, BioNTech and Moderna vaccines were approved by the CDC for emergency use and started distribution. The Johnson & Johnson vaccine recently came online, also approved for emergency use n the U.S.
While the COVID-19 vaccines brought hope to many, the speed at which they were developed caused skepticism of the vaccines’ efficacy and safety, especially in minority communities, although the coronavirus has disproportionately impacted them.
To better understand Americans’ sentiment toward vaccines, ThinkNow conducted a nationwide online survey of adults ages 18-64. The study gauges public perception about vaccines, particularly the COVID-19 vaccine. It also measures Americans’ willingness to get the vaccine when made available to them. The findings are eye-opening:
Most adults believe that vaccines, in general, are at least “somewhat safe.” This sentiment increases with age. Among minorities, however, there is a clear divide. African Americans are least likely to say vaccines as safe, while Asian Americans are most likely to consider them safe.
African Americans’ apprehension is not unfounded. The Tuskegee study on Black men was conducted from 1932 to 1972 by the U.S. Public Health Service and the Centers for Disease Control and resulted in many deaths or severe health issues. Henrietta Lacks’s cancer cells were used for medical research without her or her family’s knowledge. There is an obvious distrust of the government within this community based on experience, which has hindered vaccination efforts.
Vaccination Important To Most Americans
Most adults (73%) believe it’s “very” or “somewhat” important that people get the COVID-19 vaccine. Similarly, 7 out of 10 Americans surveyed have either received the vaccine or are likely to get it.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Old Oak - Press Kit - Cannes Film Festival 2023
Black Consumer Project Wave 4 - Media + Entertainment
1. BLACK CONSUMER SURVEY
WAVE 4 - MEDIA + ENTERTAINMENT
WINTER 2023
B L A C K C O N S U M E R P R OJ E C T 1
2. Background
The Black Consumer Project
About the Creators
Methodology
Black America At a Glance
Executive Summary
Time Spent
Sports Fandom
Black Gamers
Creator Story
Smart Marketing Moves
Appendix
2
TABLE OF CONTENTS_
3
4
5
6
7
8
14
21
28
35
39
2
3. Black Consumer Project is an in-depth, multi-wave study of the
economic and cultural contributions of Black Americans. This
community has more buying power than ever, and our goal is to
uncover the unique perspectives, behaviors, and preferences of Black
and African-American consumers.
PROJECT OVERVIEW_
3
Wave 1
The
fi
rst wave explored core values, personal goals, layers of
identity and de
fi
nitions of success.
Wave 2
The second wave explored banking behaviors,
fi
nancial
perceptions and aspirations for the future.
Wave 3
The third wave explored the intersections of health, wellness and
lifestyle from a mindset and behavioral lens.
Wave 4
This fourth and
fi
nal wave explores media consumption, behaviors
and the power of creators.
WAVE 4 - MEDIA + ENTERTAINMENT
4. Quantasy + Associates is a full-service marketing agency that
builds brands by pushing culture in the right direction. We
operate at the intersection of Advertising + Content, Solutions +
Strategies, Platforms + Technology, and In
fl
uence + Talent. For
over a decade, our work has driven incremental revenue, equity,
and in
fl
uence for some of the world’s most iconic brands.
ThinkNow is a technology-driven consumer market research
company that focuses on uncovering Hispanic, Asian, and
African-American consumer insights as well as Total Market
insights that require multicultural expertise. We’re focused on
culturally diverse consumers because half the children born in the
U.S. each year are multicultural, and this trend will accelerate.
4
ABOUT US_
WAVE 4 - MEDIA + ENTERTAINMENT 4
5. FIELD DATE
SURVEY METHOD
SCREENING CRITERIA
BASE SIZES
11/7/2022 - 11/20/2022
Online
Blacks n=1,066
Non-Blacks n=509
18+ years of age
Self-identi
fi
ed as Black/
African American
METHODOLOGY_
WAVE 4 - MEDIA + ENTERTAINMENT 5
6. INCREASING INFLUENCE
GEOGRAPHIC DISTRIBUTION
The median age of Black Americans is 32 —
six years younger than the national median
age. More than 1 out of every 3 Black
Americans is under the age of 22. As they
enter their peak earning years, they’ll play a
key role in reshaping our economy, forcing
companies to reexamine how they do
business.
2020 U.S. Census; Pew Research Center, 2019 American Community Survey; Nielsen, The Power of the Black Community, 2020; Selig Center for Economic Growth, June 2021
HOUSEHOLD INCOME
Gen Alpha
Gen Z
Millennial
Gen X
Baby Boomer
Silent / Greatest
6M 9M 12M
3M
10%
25%
23%
19%
18%
5%
10%
56%
17%
17%
GENERATIONAL DISTRIBUTION
Although the majority are descendants of
slavery, there is an increasing number of
foreign-born and descendants of immigrants.
The Black population has risen in the U.S., but
there has been a more dramatic increase
among the foreign-born. As of 2019, they make
up 10% of the Black population, which is a 90%
increase since 2000. Most foreign-born are
Caribbean, and over 1M identify as Afro-Latino.
MEDIAN AGE
COUNTRY OF ORIGIN
According to the 2020 Census, the Black
population has increased by 5.6% over the past
decade. Those who identify as Black in
combination with another race group increased
by 88.7%. With a population of 46.9 million, Black
Americans also wield an impressive $1.4T in
buying power.
The median HHI for Black Americans was
$44,000 in 2019, meaning just under half of all
households (46%) were earning more than
$50,000 a year. Those earning more than
$100,000 represent 18% of the overall Black
population. Education has increased signi
fi
cantly
as well with the population of those with a
bachelor’s degree (23%), doubling since 2010.
BLACK AMERICA AT A GLANCE
SNAPSHOT_
WAVE 4 - MEDIA + ENTERTAINMENT 6
7. When we launched the Black Consumer Project in the fall of
2021, we set out to tell the story of Black Americans. This is a
story rooted in a legacy of Black excellence and fueled by a new
generation of innovators, entrepreneurs and thought-leaders.
What we uncovered was an incredibly diverse set of interests,
experiences and beliefs that not only shift and shape the Black
community, but also have a ripple e
ff
ect on all communities.
EXECUTIVE SUMMARY_
Despite centuries of challenges and setbacks, Black Americans
continue to rise, thrive and evolve. In our Wave 1 report, we
explored their deep connections to ethnicity & culture. In Wave 2,
their outlook on money and personal
fi
nance. In Wave 3, their
beliefs and behaviors on health and wellness. As each chapter of
this story unfolds, we learn more about a segment that is focused
on the future and fueled by their collective potential.
In this fourth and
fi
nal wave, we dig deeper into media —
exploring the unique mindsets, behaviors and aspirations that are
shaping the entertainment landscape for Black Americans.
This report features 5 key chapters:
1. Time Spent
2. Sports Fandom
3. Black Gamers
4. Creator Story
5. Smart Marketing Moves
WAVE 4 - MEDIA + ENTERTAINMENT 7
9. For decades, studies have shown that Black Americans over index
for content consumption when compared to other ethnic
segments. From television to music to gaming, entertainment
plays a major role in the lives of Black people across the nation.
What is important to keep in mind, however, is that it represents so
much more than an escape from the daily grind.
For Black Americans, media and entertainment provide
opportunities to stay informed, inspired, and connected to one
another. We travel to distant lands, learn new skills, dream about
our futures, cope with shared losses and celebrate our shared
victories through media platforms.
In this chapter, we’ll take a look at how Black Americans consume
media and entertainment content on a daily basis.
ENTERTAINMENT IS
EVERYTHING
9
TIME SPENT | EXECUTIVE SUMMARY_
WAVE 4 - MEDIA + ENTERTAINMENT
10. Non-
Black
Black
Watching Broadcast TV 3.4 hours 3.8. hours
Watching online streaming services 2.6 hours 3.6 hours
Playing a video game online or on a video game console 1.9 hours 2.6 hours
Viewing/engaging with others on social media 1.9 hours 2.9 hours
Listening to podcasts 1.0 hour 1.5 hours
Listening to broadcast radio 1.4 hours 1.8 hours
Watching videos online 1.9 hours 3.0 hours
Listening to music online 2.0 hours 3.0 hours
Q1. Thinking about a typical day, about how much time do you spend on each of the following activities?
TIME SPENT | DAILY LIVES
10
With the exception of Broadcast TV, Black Americans consume signi
fi
cantly more
media and entertainment content that non-Black Americans. While most of the
digital consumption is being driven by Millennials and Gen Z, Black Americans over
the age of 55 are still consuming over 5 hours of digital content on a daily basis.
ENTERTAINMENT IS A MAJOR PART OF BLACK AMERICANS’ DAILY LIVES
WAVE 4 - MEDIA + ENTERTAINMENT
18-24: 3.6 hours
25-39: 3.5 hours
40-54: 2.3 hours
55+: 1.2 hours
18-24: 4.1 hours
25-39: 3.9 hours
40-54: 3.0 hours
55+: 1.5 hours
Black Americans are
spending an additional
6 hours a day engaging
with entertainment
content compared to
non-Black Americans.
Black men spend 3
more hours a day
engaging with media
than Black women do.
11. CONTENT IS KING I FULLY ENGAGED
When consuming content, we’re not always fully engaged. Yet, when it comes to
listening to music and watching broadcast TV, Black Americans are much more likely
to be fully engaged compared to their non-Black counterparts.
PASSIVE VS. FULLY ENGAGED CONTENT CONSUMPTION
WAVE 4 - MEDIA + ENTERTAINMENT
Play a video game
online or on video
game console
Watch online
streaming services
Watch videos online
Watch broadcast TV
(cable/satellite/over-
the-air antenna)
Listen to music
online/streaming
Listen to podcasts
Listen to broadcast
radio 30%
48%
40%
42%
50%
54%
62%
32%
42%
49%
49%
53%
57%
59%
Blacks Non-Blacks
Q1a.9. How ‘engaged’ you usually are when doing this activity. (Fully Engaged Summary)
11
12. TIME SPENT | VIDEO CONTENT
12
More than 6 out of 10 Black Americans are watching TV programming via streaming
services. Despite the subscription costs associated with many of the most popular
streaming services, this is consistent across income levels as well as gender. Not
surprisingly, we do see a steep drop-o
ff
in streaming usage when we look at Black
Americans who are over the age of 55 versus those who are 54 and under.
THE MAJORITY OF TELEVISION CONTENT IS BEING CONSUMED ONLINE
WAVE 4 - MEDIA + ENTERTAINMENT
44% 13% 62%
CABLE TV SERVICE SATELLITE TV SERVICE STREAMING SERVICE OVER-THE-AIR ANTENNA OTHER / NONE
20% 7%
18-24: 79%
25-39: 74%
40-54: 69%
55+: 35%
56% of non-Black
Americans are using
streaming platforms
to watch TV
programming.
Q2. Which of the following do you use to watch TV programming?
12
13. https://upload.wikimedia.org/wikipedia/commons/0/08/Net
25-39: 26%
40-54: 19%
55+: 10%
LGBTQ+:
28%
Women: 77%
Men: 69%
BLACK AMERICANS ARE WATCHING ONLINE/STREAMING SERVICES AT ABOUT THE SAME RATE AS OTHER SEGMENTS
As with all Americans, Net
fl
ix and Amazon Prime are the two most cited sources of streaming content. Of the
subscription-based platforms, Peacock is used at a slightly higher rate, especially by Black Gen X. Black Millennials
drive the most ESPN+ use for the segment.
WAVE 4 - MEDIA + ENTERTAINMENT
18-24: 35%
25-39: 38%
40-54: 53%
55+: 38%
TIME SPENT | ONLINE/STREAMING
White: 44%
Asian: 56%
Hispanic: 52%
Q3. What online/streaming services do you use, if any?
13
15. 15
SPORTS | EXECUTIVE SUMMARY_
While Black Americans dominate representation in some sports
like football and basketball, they do not in most of all other
regulated sports. As we learned in Wave 1 of the Black Consumer
Project, representation drives viewership, social currency, and
cultural impact. In recent decades, cultural icons in less
traditionally “Black sports” like tennis, golf and gymnastics are
broadening the landscape for a new generation of fans.
Black Americans are not only watching, but engaging in a
multitude of di
ff
erent ways. In this chapter, we’ll explore which
sports the segment is following and how they interact with them.
BLACK FANS MAKE
OR BREAK SPORTS
WAVE 4 - MEDIA + ENTERTAINMENT
16. Gen Z is not following sports as closely as
Millennials or other previous generations.
1.
Black Non-Black 18-24 25-39 40-54 55+’
National Football League 48% 38% 32% 44% 53% 56%
College Football 31% 25% 22% 33% 30% 32%
National Basketball Association 42% 20% 34% 44% 45% 41%
College Basketball 28% 15% 22% 29% 27% 30%
Major League Baseball 21% 25% 13% 19% 22% 26%
College Baseball 12% 9% 18% 15% 11% 8%
International Soccer 7% 11% 5% 10% 10% 3%
NASCAR 9% 15% 8% 11% 9% 7%
Professional Boxing 20% 10% 12% 25% 21% 15%
Track & Field (Professional or College) 16% 5% 6% 15% 16% 21%
Professional Tennis 12% 9% 6% 12% 11% 17%
16
BLACK AMERICANS OVER INDEX FOR WATCHING OR CLOSELY FOLLOWING MOST SPORTS
SPORTS | SPECTATORS
WAVE 3 - HEALTH + WELLNESS
Black
Foreign-
Born: 19%
Q12. Which of the following sports do you watch/follow closely?
Football, Basketball and Boxing are some
of the top watched sports for Millennials.
2. Even college sports capture a signi
fi
cantly
higher share of Black fans than non-Black.
3.
16
17. SPORTS I FOOTBALL
17
WATCHING AND CHECKING HIGHLIGHTS ARE THE TOP INTERACTIONS FOR SPORTS
WAVE 4 - MEDIA + ENTERTAINMENT
18-24
25-39
40–54
55+ 92%
86%
85%
83%
18-24
25-39
40–54
55+ 14%
25%
26%
36%
18-24
25-39
40–54
55+ 24%
36%
41%
38%
18-24
25-39
40–54
55+ 12%
29%
45%
48%
18-24
25-39
40–54
55+ 40%
56%
59%
52%
Watch games on broadcast
TV or online/streaming
Attend games in person
Read online content about the sport
View/engage with others about
the sport on social media
Check scores/highlights online
Black 30%
Black
LGBTQ+
46%
Q13.1. How do you watch/follow/interact with the National Football League?
However, young Black Americans are more likely to be attending games in person and engaging over social.
18. SPORTS BASKETBALL
18
Those more a
ffl
uent are more likely to check the scores,
engage on social and read online about basketball.
MORE MONEY, MORE ENGAGEMENT
WAVE 4 - MEDIA + ENTERTAINMENT
Attend games in person
non-Black
41%
20%
Black
26%
Foreign-Born Black
Read online content about the sport
View/engage with others about the
sport on social media
Check scores/highlights online
<$30K
$30K-59K
$60K-99K
$100K+ 43%
47%
35%
23%
<$30K
$30K-59K
$60K-99K
$100K+ 57%
50%
37%
34% <$30K
$30K-59K
$60K-99K
$100K+ 61%
66%
52%
47%
Black Americans are slightly more likely to attend a basketball
game in person, but foreign born Blacks are the most likely.
Q13.3. How do you watch/follow/interact with the National Basketball Association?
19. GEOGRAPHY PLAYS A ROLE IN BOXING INTERACTIONS
Black Americans in the Northeast are most likely to watch
professional boxing on TV but those in the West are more likely to
attend a boxing match in person.
Foreign-born Blacks are the most likely to attend a professional
boxing match in person.
WAVE 3 - HEALTH & WELLNESS
SPORTS I BOXING
Watch matches on broadcast TV or online/streaming
West
Midwest
Northeast
South 84%
91%
69%
74%
Attend matches in person
West
Midwest
Northeast
South 21%
12%
15%
43%
19
Attend matches in person
50%
Black foreign-born
21%
Black U.S.- born
Q13.11. How do you watch/follow/interact with Professional Boxing?
20. SPORTSI GAMING
Video games are another way to experience and interact, and Black Americans are
more likely to be playing
fi
ghting or sports video games. Racing and driving video games
are played at a similar rate but more a
ffl
uent Blacks are playing at a higher rate.
BLACK AMERICANS SEEK A FULL 360 EXPERIENCE WHEN IT COMES TO SPORTS
WAVE 4 - MEDIA + ENTERTAINMENT
Fighting Sports Racing/Driving
25%
27%
25% 26%
35%
36%
Blacks Non-Blacks
<$30K: 23%
$30-59K: 24%
$60-99K: 34%
$100K+: 45%
Men: 53%
Women: 16%
18-24: 49%
25-39: 44%
40-54: 37%
55+: 10%
Q22. What types of video games do you usually play?
20
22. GAME ON
22
BLACK GAMERS | EXECUTIVE SUMMARY_
Games have been a core aspect of the Black cultural
fabric for generations. So it comes as no surprise that the
majority of Black Americans spend at least some of their
weekly time playing games on their phones, web
browsers, consoles and portable devices.
Unfortunately, the gaming industry is far from a safe and
equitable environment. While conversation volume
around representation of Black creators, Black characters,
Black eSport professionals, and even HBCU tournaments
has increased signi
fi
cantly in the past few years, there is
still a long way to go.
Despite these challenges, gaming continues to be a very
popular pastime for Black Americans. In this section, we’ll
explore more.
WAVE 4 - MEDIA + ENTERTAINMENT
23. Console systems
23
While Gen Z and Millennials spend the most time gaming, Black Americans
across all ages and income levels frequently turn to video games for
entertainment. Mobile games are the most commonly played.
Q20.7. Thinking about a typical 7-day week, about how many hours do you
spend on any of these video-game related activities?
THE MAJORITY OF BLACK AMERICANS ARE PLAYING
VIDEO GAMES ON A WEEKLY BASIS
Video Game Consoles take the
2nd spot, with Black Americans
spending 2.7 hours gaming
on them.
On average, Black Americans
spend 1.9 hours gaming on a
Laptop, Desktop or Steam Deck.
1. 2. 3.
TIME SPENT | BLACK GAMERS
With the highest household
penetration, it’s no surprise that
smartphones take the top spot with
3.2 weekly gaming hours.
66% of all Black
Americans are
gaming every week.
Gen Z spends the
most time at 16.5
weekly hours.
WAVE 4 - MEDIA + ENTERTAINMENT
25-29: 14.9 hours
40-54: 11.3 hours
55+: 5.1 hours
24. 24
Q21. Which of the following best describes you when it comes to playing video games?
YET THEY CONSIDER THEMSELVES CASUAL GAMERS
TIME SPENT | BLACK GAMERS
Non-Player
Casual Player
Core Player
Hardcore Player
Professional Player 6%
14%
26%
43%
11%
Even though Black Americans are playing on a weekly basis, they
do not consider themselves hardcore or professional players. This
was consistent with self-perceptions of other ethnic groups, with
the exception of Hispanics, who were more likely to consider
themselves casual players.
WAVE 4 - MEDIA + ENTERTAINMENT
25. CONTENT IS KING I PLAYING VIDEO GAMES
25
WAVE 4 - MEDIA + ENTERTAINMENT
1 out of 3 Black
Gen Z and Millennial
gamers are most likely
to be playing with
friends in person.
By Myself Friends In Person Friends Online Family In Person Family Online Random Gamers Online
18%
20%
16%
35%
18%
46%
17%
19%
27%
28%
25%
49%
Blacks Non-Blacks
Q23. Who are you most likely to play video games with?
Like many other forms of content, Black Americans enjoy
experiencing it together. When compared to non-Black audiences,
Black gamers who spend at least an hour a week playing video games
are signi
fi
cantly more likely to be playing in person with family or friends.
VIDEO GAMES ARE BETTER IN PERSON
26. Q20. Thinking about a typical 7-day week, about how many hours do you spend on any of these
video-game-related activities? Watching others (experts, competitors) play video games either
online (Twitch or YouTube) or in person at events/gatherings.
26
Black Americans are more likely than any other ethnic group to be
watching others play video games (either online or in person) on a
weekly basis. On average, Black Americans spend more than 90 minutes
watching gaming content each week.
VIDEO GAMES ARE ENTERTAINING EVEN WHEN YOU’RE NOT PLAYING
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Black Non-Black
I spend at least one hour
a week watching others
play video games
All Ages 18-24 25-39 40-54 55+
Black 38% 63% 54% 36% 12%
Non-Black 32% 52% 60% 37% 3%
Black Gen Z spends
an average of 2.8 hours
a week watching
others play games
compared to 1.7 hours
for non-Black Gen Z.
CONTENT IS KING I WATCHING VIDEO GAMES
58% of Black LGBTQ
spend at least one
hour a week
watching others
play video games.
27. Q20a. Thinking about watching others play video games, please indicate where you
spend the majority of your time watching people play games.
27
YouTube and Twitch are the most popular destinations for Black Americans
watching video games. While they’re less likely than non-Black Americans to
be watching via Twitch, they’re more likely to be watching via YouTube.
YOUTUBE IS THE TOP SPOT FOR WATCHING
GAMERS PLAY ONLINE
CONTENT IS KING I YOUTUBE REIGNS SUPREME
Black Non-Black
Watches Gamers
Play on YouTube
61%
71%
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Watches Gamers
Play on Twitch
19%
14%
29. BLACK CREATORS
MATTER
THE CREATOR STORY | EXECUTIVE SUMMARY_
While content creators are not new, the economy that
encompasses them continues to grow at an
exponential rate. Black Americans are a driving force
for social media, not only consuming at high rates, but
creating at high rates and constantly setting new
trends into motion. The unfortunate reality is we are
not always given credit where it’s due.
In this chapter, we’ll learn more about how Black
creators are navigating and monetizing in today’s
creator economy, and we’ll learn more about the
subsegment of the Black community that’s leading
the way.
WAVE 4 - MEDIA + ENTERTAINMENT 29
30. Q3. What online/streaming services do you use, if any?
Q4. If you listen to music online/streaming, what services/platforms do you use?
30
From
fi
nancial guidance to health tips and hilarious shorts to the latest music, YouTube
is a highly-relevant platform for Black Americans. It outperforms every other streaming
music provider including Spotify, Apple Music and Pandora. YouTube also outperforms
all streaming video platforms with the exception of Net
fl
ix and Amazon Prime.
YOUTUBE IS A GO-TO SOURCE FOR BLACK AMERICANS
SEEKING ENTERTAINMENT CONTENT
YouTube is the #3 streaming
video platform and #1 music
streaming platform for all
Black Americans - including
those earning more than
$100K annually.
Watches video
content on
YouTube (free)
46%
55%
Listens to YouTube
Music for streaming
music content
32%
44%
THE CREATOR STORY I YOUTUBE REIGNS SUPREME
Black
Non-Black
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31. Non-Black Black LGBTQ+
Facebook 69% 70% 65%
YouTube 54% 68% 70%
Instagram 41% 50% 52%
TikTok 33% 40% 55%
Snapchat 23% 27% 40%
Pinterest 23% 22% 31%
Reddit 14% 14% 20%
Twitter 28% 32% 42%
LinkedIn 19% 17% 13%
Discord 10% 8% 16%
Q5. What social media platforms do you use, if any?
THE CREATOR STORY I SOCIAL MEDIA USE
31
While young Black Americans tend to drive more social media use, Black LGBTQ+ are the most
likely to be using social media than Black Americans overall. YouTube, Instagram and TikTok
are a few platforms more often used by Black LGBTQ+ and Black Americans overall.
SOCIAL MEDIA IS ALSO A TOP SOURCE OF ENTERTAINMENT
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18-24: 58%
25-39: 39%
40-54: 22%
55+: 4%
18-24: 83%
25-39: 74%
40-54: 70%
55+: 53%
18-24: 48%
25-39: 41%
40-54: 29%
55+: 19%
32. Non-Black LGBTQ+ Black
Facebook 70% 58% 64%
YouTube 28% 42% 39%
Instagram 48% 49% 47%
TikTok 34% 39% 34%
Snapchat 23% 27% 24%
Pinterest 11% 18% 10%
LinkedIn 9% 24% 10%
Q7. Have you created or posted any original content of your own on social media in the past 30 days? (Yes)
Q7a. On which online platforms have you created content in the past 30 days?
THE CREATOR STORY I CONTENT CREATION
32
Black LGBTQ+ are also more likely to have created content in the past 30 days. Instagram and
LinkedIn are a couple of the more popular platforms for Black LGBTQ+ to create content for.
BLACK MILLENNIALS ARE THE MOST LIKELY TO HAVE CREATED CONTENT IN THE PAST 30 DAYS
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Yes I’ve created social content in the past 30 days.
64%
Black LGBTQ+
50%
Black
Yes I’ve created social
content in the past 30 days.
23%
18-24
62%
25-39
66%
55+
50%
40-54
33. Q8. Do you consider yourself a social media influencer? (Yes)
THE CREATOR STORY I INFLUENCER
33
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BLACK MEN AND
LGBTQ+ ARE MORE
LIKELY TO CONSIDER
THEMSELVES SOCIAL
MEDIA INFLUENCERS
64%
44%
LGBTQ+ BLACK
49%
BLACK MEN BLACK
WOMEN
38%
NON-BLACK
41%
34. Q8a. Are you monetizing your content?
THE CREATOR STORY | MONETIZATION
34
While Black and non-Black Americans are monetizing and not monetizing at
similar rates, Black LGBTQ+ remain outliers and are even more likely to be cashing
in on content. Black Gen Z are also more likely than non-Black Gen Z, and Black
men also claim to be monetizing more often than Black women.
BLACK LGBTQ+ LEAD THE CHARGE ON CONTENT MONETIZATION
30%
Women
41%
Men
Black Non-Black
Yes, I am monetizing
LGBTQ+
36% 35% 49% 65% 52% 50%
No / No, I am not monetizing
but I’m planning to
18-24: 44% 18-24: 21%
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Black Non-Black LGBTQ+
36. 36
Q10. Do you actively seek out entertainment (TV, online content,
social media, movies) that is culturally relevant to you? (Any Yes)
83%
77%
66%
BLACK ASIAN HISPANIC
CULTURALLY RELEVANT
CONTENT IS CRITICAL
Across the board, Black Americans are
always on the hunt for content that is
relevant to their cultural and ethnic identity.
• Black <$30K: 81%
• Black $30-59K: 83%
• Black $60-99K: 89%
• Black $100K+: 88%
SMART MARKETING MOVES | CULTURALLY RELEVANT CONTENT
18-24: 85%
25-39: 86%
40-54: 84%
55+: 80%
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37. SMART MARKETING MOVES | BRAND VALUE ALIGNMENT
37
Q11. How important is it to follow brands/companies on social media that align with your values? (Very Important or Somewhat Important)
50%
Black
< $30K $30-$59K $60-$99K $100K+
42% 55% 59% 64%
BLACK AMERICANS ARE MORE LIKELY TO CONSIDER
A BRAND’S VALUES BEFORE THEY HIT THE FOLLOW BUTTON.
THE IMPORTANCE INCREASES WITH HOUSEHOLD INCOME
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40%
Non-Black
38. FOCUS ON WOMEN CREATORS SPORTS IRL
Across the board, we’re seeing Black men claim
they’re monetizing on content more often than
Black women, yet Black women are usually behind
the calls for proper credit and compensation of
Black content creators. Elevate Black women
content creators by partnering with them more
often and crediting them whenever appropriate.
PEACOCK VS. DISNEY+
Black Americans are
more likely than other
segments to be
streaming Peacock vs.
Disney+ where they’re
least likely. Peacock
launched with a slew of
great, dedicated
representations for
Black audiences, like
“Bel-Air” and “The
Amber Ru
ffi
n Show.”
Black representation is
key, but it also needs to
be consistently showing
up in a variety of
options.
YOUTUBE
Black Americans are
more engaged when
watching videos online
or listening to music
online and YouTube is
one of the top go-to
destinations for both
of those activities.
Consider going
beyond using it as a
media outlet, and
viewing YouTube as a
space to co-create
your brand in fresh
and relevant ways.
Younger generations are more likely to attend sporting events in person and
culturally relevant content is critical - which is why sports like basketball and
football rank so highly for Black Americans. NASCAR, for example, is continuing to
make strides in its e
ff
ort to diversify through programs and big-name talent. An
additional solution to consider are enter-to-win or other types of opportunities that
physically get young people to the tracks to watch in real time. They’ll organically
promote their experience and the sport at the same time.
38
SMART MARKETING MOVES | TOP 4_
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40. WILL CAMPBELL MELANIE WILLIAMS ROY EDUARDO KOKOYACHUK
Co-Founder and CEO
Quantasy + Associates
40
CARLOS YANEZ
EVP, Head of Strategy
Quantasy + Associates
Co-Founder and Principal
ThinkNow
CSVP, Custom Research
ThinkNow
OUR LEADERS_
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41. 41
Blacks (A) Non-Blacks (B)
Gender
Male 49% 46%
Female 51% 52%
Age
18-24 12%B 6%
25-39 34% 34%
40-54 26% 20%
55+ 29% 39% A
Born in U.S 90% 89%
Race/Ethnicity
Black, African American 100% --
Asian/Pacific Islander 0% 7% A
American Indian or Alaska
Native
2% 4% A
White 2% 82% A
Hispanic 8% 21% A
(n=1066) (n=509)
LGBTQ+ 10% 10%
People w/ Disability 22% 20%
Blacks (A) Non-Blacks (B)
Region
Northeast 18% 19%
Midwest 17% 21%
South 56% B 34%
West 10% 26% A
Marital Status
Single 48%B 25%
Married or living with partner 28% 45% A
Separated/divorced/widowed 10% 13%
Employment
Employed (net) 59% 55%
Retired 15% 26%A
Household income
Mean (in thousands) $43,299 $53,397
DEMOGRAPHICS_
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