As the largest racial minority group in the United States, the influence of African-Americans on the nation’s culture is pervasive. With a collective buying power estimated to reach $1.1 trillion by 2015, Black consumers remain at the forefront of social trends and media consumption, according to the new African-Americans: Still Vital, Still Growing 2012 Report—the second installment to The State of the African-American Consumer Report released last year, a collaboration with Nielsen and the National Newspaper Publishers Association (NNPA).
Nielsen has identified several factors that make the African-American consumer segment so uniquely diverse. Dynamic influencing factors–such as technology, social media and online connectivity– enable the Black consumer segment to leverage its collective power and influence. This segment, with its tremendous potential, holds a wealth of opportunities for businesses and advertisers, which makes understanding the Black consumer a critical need.