2023年美國非洲裔消費(fèi)者報告（英）

The

stateofBLACK

AMERICANCONSUMERS2023AnMRI-Simmons

ReportTheStateof

Black

AmericanConsumersin2023Savvymarketersunderstandthatasuccessfulmarketingstrategyisincumbentuponreachingamorediverse,tech-savvy,andyoungconsumeraudience.NotonlydoBlackconsumersrepresentthesecondlargestethnicgroupintheUnitedStates,buttheyhavethefastestgrowingyouthsegmentascomparedtoNon-Blacks.

Withayoungeraverageage,Blackconsumersaremorelikelytobe‘Tech-Savvy’andinvolvedinsocialmedia,makingthemmoreaccessibletomarketers.Inaddition,theytendtospendmoreonclothing,shoes,automotive,andentertainmentproductsthantheaverageAmerican,makingthemavaluablecohorttotarget.Tosumup,amarketingstrategyuniquelytargetingtheBlackconsumerisaninvestmentinfuturesuccess.

Thebenefitsofsuchanapproachincludeincreasedbrandloyalty,highercustomersatisfaction,andamorediversecustomerbase.ThisreporthighlightskeytrendsamongBlack/AfricanAmericanconsumersacrossdemographic,economic,attitudinal,andmediabehaviors.

InsightsaredrawnfromtheMRI-SimmonsUSAstudy,whichfeaturesanationallyrepresentativesampleofBlack/African-Americanrespondents,aswellastheMRI-SimmonssupplementalFocusStudies.1.

POPULATION

IS

YOUNG

AND

GROWING

SIZE2.

BLACK

CONSUMERS’

DIVERSE

ATTITUDES

&

BEHAVIORS3.

DISCRETIONARY

SPENDING

AND

FINANCIAL

OUTLOOK4.

MEDIA

HABITS

AND

ADVERTISING

ATTITUDES5.

ACTIVATING

BLACK

AUDIENCESw

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mPage2ThestateofBlackAmericanconsumers2023POPULATION

IS

YOUNGANDGROWINGIN

SIZEThenumberof

BlackAmericansisontherise,

asistheshareof

BlackAmericansinyoungeragegroups.BlackpopulationisgrowinginAmericaPopulationgrowthdrivenby

youngest

cohort

(18-34)Already

the

second

largest

ethnic

minority

group

in

the

United

States,

the

Black

populationis

growing.

In

2022,

this

group

is

younger

compared

to

non-Black

Americans,

with

nearly30%

in

the

18-34

age

bracket

(compared

to

24%

of

non-Black

Americans)

with

a

muchsmaller

proportion

of

older

individuals

(22%

of

Black

Americans

are

age

55+,

compared

to34%

of

non-Black).

A

growing

population

of

young

Black/African

Americans

within

the

18-34

age

bracket

suggests

this

group’s

continued

influence

on

the

population

in

the

years

tocome.PercentofAmericansage6+whoareBlack14.1%13.8%13.3%12.5%12.2%20052010201520202022Populationby

Age

GroupBlack10%11%29%28%22%Non-Black27%7%8%24%34%6-1112-1718-3435-5455+Source:

MRI-SimmonsUSA,Kids,Teens,12+Studies;Spring2017to2022.w

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mPage4ThestateofBlackAmericanconsumers2023BLACK

CONSUMERS’DIVERSEATTITUDES

ANDBEHAVIORSLike

any

group,America’sBlackpopulationisnotamonolith.Marketersshouldunderstandthevarietythatexist

withintheBlackpopulationandwhatattributesstandout.w

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mPage5Home&Family

Life

areahighpriorityNearly

three-quarters

of

Black

adults

fall

into

segments

that

embrace

family

and

home

life:

With

nearlyfour

in

10

Black

Americans

in

the

Knowledgeable

Nesters

segment

who

spend

quality

time

with

theirfamilies,

are

conscious

of

the

environment,

and

enjoy

the

arts

and

foreign

cultures.

Another

one-thirdhaveareligiousbentto

theirfamilyfocusintheFaith

&

Family

segment.In

contrast,

the

one

in

ten

Culturally

Connected

Black

consumers

are

29%

more

likely

than

the

generalpopulationto

beveryliberal

andshowlittleinterestinreligion.10%CulturallyConnected(129)Nearlythree-quartersof

BlackAmericansarefamily-focused35%Faith&Family18%StatusSeekers37%KnowledgeableNesters(123)Knowledgeable

Nesters:

Home

is

the

primary

focus

for

members

of

this

segment,

who

strive

to

have

dinner

with

their

familiesalmost

every

night.

Consumers

in

this

segment

value

order

but

seek

variety

in

their

everyday

lives.

They

are

environmentallyconsciousandgenuinelyinterestedintheartsandforeigncultures.Nestersfinditimportanttokeep

theirhomesneatandorganizedandenjoyshowingtheirhomestoguests.Faith

&

Family:

The

interests

of

consumers

in

this

segment

do

not

venture

far

beyond

their

families

and

their

faith.

Spending

timewith

family

is

a

top

priority,

they

try

to

eat

dinner

with

their

families

almost

every

night

and

believe

that

marriage

should

be

legalonly

between

aman

and

awoman.

Theyconsider

themselves

to

be

spiritual,

attend

religious

services

regularly

and

say

that

prayer

isa

partoftheirdailylives.Membersofthissegmentshowlittleinterestinenvironmental

causes,thearts,orforeigncultures.Status

Seekers:

For

members

of

this

segment,

family

and

faith

take

a

distant

second

place

to

social

or

career

advancement.

Theirlifestyles

are

admittedly

meant

to

impress

others

and

they

enjoy

being

the

center

of

attention.

Status

Seekers

relish

the

excitementassociated

with

risk-taking

and

showlittle

concern

for

the

environment.

Any

interest

they

may

have

in

the

arts

or

foreign

cultures

isdirectlyrelatedtotheirdriveforwhattheydefineassuccess.Culturally

Connected:

By

choice

or

by

life

stage,

respondents

in

this

segment

focus

less

on

family

than

other

consumer

segmentsand

more

on

the

things

of

this

world.

They

are

environmentally

conscious,

interested

in

the

fine

arts,

and

in

learning

about

foreigncultures.Theyshowlittleinterestinreligiousmattersandareveryliberalwhenitcomestoopinionsaboutmarriageequality.Source:

MRI-SimmonsUSA;Winter2023.Base:All

Black/AfricanAmerican

Adults18+.w

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mPage6ThevastmajorityofBlackAmericansaretechsavvyThough

the

technology

habits

of

Black

Americans

run

the

gamut,

there

is

a

clear

majority

in

thesegments

that

are

comfortable

with

the

latest

and

greatest

technologies.

While

the

biggest

segment,Tech

Pragmatists,

takea

measured

approachtotheir

purchases,

keeping

up

withtechinnovations

andresearchingproducts,theyusuallybuyproductsthatworkwithwhattheyalreadyhave.25%

20%TechIndifferent(66)TrueTechies(138)80%of

BlackAmericansaretechsavvy33%Tech22%ConnectedPlayers(144)Pragmatists(91)True

Techies:

The

techiest

of

the

techies,

adults

in

this

group

are

always

first

to

have

the

newest

and

shiniest

techtoys,

games,

andgadgets,hoping

for

the

WOW!

factor

from

those

aroundthem.

They

are

a

source

of

tech

informationforfriendsandfamilybecausetheyarealwaysontopofemergingtechnology.Connected

Players:

Technology

and

internet

connectivity

is

important

for

the

Connected

Players,

especially

as

itpertainstogaming.Theyareavidgamerswhoconsidergamingtheirprimaryformofentertainment,andtheygettheirinformationabouttechnologyfromfriendsandadvertising.Tech

Pragmatists:

Consumers

in

this

group

are

practical

about

their

technology

and

use

it

to

benefit

their

lives.

Theydo

pay

attention

to

innovations

in

technology

but

like

to

do

their

research

and

read

reviews

before

buying

anythingnew–andwhentheydobuy,theypreferdevicesthatworkwithwhattheyalreadyhave.Tech

Indifferent:

These

adults

see

technology

as

a

necessary

evil,

useful

at

times,

but

generally

more

complicatedthan

it

needs

to

be.

This

group

generally

needs

assistance

to

use

their

new

devices

but

may

embrace

new

products

iftheyaresimpleandeasytouseSource:

MRI-SimmonsUSA;Winter2023(indexvsAdults18+).w

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mPage7BlackAmericanshave

meaningfullyembracedsocialmediaAmong

social

media

users,

two-thirds

of

Black

Americans

fall

into

segments

that

rely

on

SocialMedia

and

significantly

over-index

for

the

two

most

engaged

social

segments.

These

consumersuseSocialMediatoimprovetheirlivesandtrustitasaprimarynewssource.30%

23%SocialMediaSuperstars(142)SocialMediaReluctant(109)BlackAmericansover-index

forthemost

passionateSocialMedia11%SocialMediaCynics25%SocialMediaGroup-ies(142)12%SocialMediaConnectors(65)segments(48)Social

Media

Superstars:This

group

lives

and

breathes

by

social

media.

They

create

content

to

share,

trust

social

media

forinformation,followinfluencers,andsay

that

socialmedia

is

their

primary

news

source.

They

interact

with

their

fellow

socialmedia

users,

commenting

on

posts,

supporting

issues

and

causes,

making

product

recommendations,

and

say

that

socialmediaimprovestheirlifeoverall.Social

Media

Connectors:This

segment

relies

on

social

media

to

stay

connected

with

friends

and

family.

They

post

updatesabout

their

lives,

comment

on

others’

posts,

and

share

memes,

photos,

and

other

content.

Social

media

content

also

helpsdrivetheirface-to-faceinteractions.Social

Media

Group-ies:

These

adults

follow

their

favorite

groups,

brands,

and

celebrities

on

social

media.

Posts,

brandcontent,

and

influencers

drive

their

purchases,

and

they

are

also

likely

to

share

their

opinions

of

brands

and

products

onsocial

media.

They

trust

social

media

content

and

are

more

likely

to

consider

it

one

of

their

primary

news

sources.Social

Media

Cynics:

While

active

on

social

media,

this

group

is

wary

of

what

they

read.

They

say

that

social

media

makesthem

anxious

and

sad

and

realize

that

it

is

hard

to

get

truly

balanced

information

from

these

platforms.

They

tend

to

lurkand

read

others’

posts

rather

than

interacting,

as

they

feel

that

social

media

discourages

genuine

interaction.Social

Media

Reluctant:Although

this

group

is

on

social

media,

they

tend

to

be

uninvolved

and

relatively

inactive

comparedwith

the

other

groups.Source:

MRI-SimmonsUSA;Winter2023(indexvsAdults18+).w

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mPage83outof

4BlackAmericansembracenewstylesandhighfashionBlack

Americans’

fashion

attitudes

and

behaviors

showcase

a

confident

and

fashion-forwardnature.

The

most

prominent

segment,

Fashionistas,

are

the

first

to

try

new

clothing

styles

amongtheir

friends.

Nearly

one-quarter

Dress

to

Impress,

as

they

aim

for

the

bar

set

by

celebrities,

andinfluencers.

Other

Fashion

Style

segments

have

a

sizable

portion

of

Black

Americans,

but

theyarelesslikelythantheaverageAmericantofallthere.9%No

Passion24%Fashionistasfor

Fashion(82)

17%75%of

BlackAmericansfallinsegmentsthatshowlove

for(187)Classic&Content

(65)11%BeautyExplorer(65)23%fashion&styleDresstoImpress

16%(160)DesignerDriven(86)Fashionistas:

Makinga

unique

andtrendyfashionstatementiscriticaltothisgroup’simage.Theylike

toexperimentwithnewstyles,mixandmatchlow-andhigh-endfashion,andarethefirstamongtheirfriendstotrynewclothingstyles.Theypayattentiontosocialmediainfluencersandliketospendmoneytogetthenewestandbeststyles.Beauty

Explorers:

Makeup,

hairstyles,

skin

care,

and

their

appearance

define

the

Beauty

Explorer

segment.

They

enjoyexperimenting

with

new

styles

and

are

careful

to

maintain

a

youthful

appearance.

They

often

shop

for

new

beautyproductsonlineandlooktosocialmediafornewideas.Dress

to

Impress:

Celebrities,

influencers,

fashion,

and

beauty

products

are

important

to

this

group.

It’s

all

about

theimage,

from

upscale

designer

labels

to

the

newest

trends,

this

group

is

out

to

impress

others

in

terms

of

style,

fashion,andmakeup.Classic

&

Content:

Timeless

and

classic

fashion

drive

consumers

in

this

segment.

They

dress

to

please

themselves

andfocus

on

comfort

rather

than

trends.

They

are

not

averse

to

shopping,

but

generally

only

shop

when

they

need

to

replaceanitemfromtheirwardrobe.Designer-Driven:

The

designer

label

matters

to

these

consumers,

as

does

their

appearance,

being

attractive

to

others,and

maintaining

a

youthful

look.

They

like

to

shop

and

spend,

and

their

budget

allows

them

to

buy

high-quality

designerfashion.No

Passion

for

Fashion:

Adults

in

this

group

have

no

interest

in

fashion.

They

see

clothing

as

a

utilitarian

necessity

andwillonlyshopforshoesandclotheswhentheyabsolutelyneedthem.Source:

MRI-SimmonsUSA;Winter2023(indexvsAdults18+).w

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mPage9Black

Americans

support

a

variety

of

social

and

political

issuesBlack

consumers

are

vocal

on

supporting

political

issues

surrounding

racial

justice,

genderissues,

and

public

safety.

Compared

to

the

average

American,

they

are

12%

more

likely

tobelieve

there

is

racial

bias

built

into

US

social

institutions,

and

84%

think

more

needs

to

bedonetoensure

equal

rightsforall

races.

Regardinggenderrights,

Blackconsumersare24%more

likely

to

agree

transgender

students

should

be

allowed

on

sports

teams

of

theirchosen

gender

and

13%

more

likely

to

agree

doctors

should

be

allowed

to

help

peopleunder18changetheirgender.20%39%morelikelytosupportracial14%morelikelytosupportgun

controlthan

Non-Blackconsumersmorelikelytosupportincome

equalitythan

Non-Blackconsumersjustice

than

Non-BlackconsumersPolitical

AttitudesMore

needs

to

be

done

to

ensure

equalrights

for

people

of

all

races84%75%All

forms

of

birth

control

should

beavailable

across

the

United

States81%79%I

am

taking

action

in

my

personal

life

to79%reduce

my

negative

impact

on

the

environment76%79%America

needs

more

gun

restrictions65%There

is

racial

bias

built

intosocial

institutions

(such

as77%veducation,

criminal

justice,

housing,

etc.)68%75%I

trust

women

to

make

theirown

decisions

about

abortion72%Teachers

should

be

allowed

to

discuss

racism

in

Americaeven

if

it

makes

some

students

uncomfortable71%67%63%55%58%Violence

against

LGBTQ

Americansis

fueled

by

discriminatory

states

lawsI

believeabortion

should

be

a

constitutional

right56%BlackNon-

BlackSource:

MRI-SimmonsTrendingTopicsStudy(Q22023);Top

2box

(anyagree)w

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mPage10ThestateofBlackAmericanconsumers2023DISCRETIONARYSPENDINGANDFINANCIALOUTLOOKMarketersshouldunderstandthespending

power,

purchasecategories,andeconomicattitudesamong

Blackconsumers.DiscretionarySpendingEstimatesBlack

Americans

spentnearlyaquartertrilliononnon-essentialsBlack

households

account

for

13%

of

all

discretionary

spending

in

the

United

States,

withannualexpendituresof$237billiononnon-essentialsasof,upfrom$163billionin2013.Black

households

in

the

South

control

a

much

larger

share

of

the

region’s

total

expenditureson

non-essentials

than

the

rest

of

the

US.

For

example,

roughly

one

of

every

five

dollarsspent

on

non-essentialsinthe

South

(or

20%)

are

controlledby

Black

households,

comparedtojustoneofevery20discretionaryexpendituredollarsspentintheMidwest.Total

Discretionary

Spend

(in

Billions)

andPercent

Controlled

by

Black

Households,

2022$45

(13%)$38(11%)$24(6%)$130(20%)Total

US:$237(13%)Source:

MRI-SimmonsUSA,Winter2023;

HHweightw

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mPage12DiscretionarySpendingby

MarketBlack

control

of

discretionaryspendingvaries

greatlyby

marketMarketers

need

to

understand

the

degree

to

which

Black

households

control

totaldiscretionary

spend,

which

is

largely

driven

by

the

size

of

the

Black

population

in

a

givenarea.

IntheAtlantamarket,

forinstance,

Blackhouseholdsaccount

forovera

third(35%)ofthe

area’s

$40

billion

dollars

in

annual

discretionary

spending,

compared

with

just

14%

oftheMiamimarket’s$28billion.%

of

Total

Discretionary

Spend

Controlled

byBlack

Households

in

Select

Markets,

2022TotalDiscretionarySpend

Estimate(in

Spend

Estimate(inBlackDiscretionaryBlackHH%ofDiscretionarySpend

EstimateMarketbillions$)billions$)Atlanta$40$1435%26%26%23%20%19%17%16%Washington,D.C.Detroit$43$27$30$40$45$147$49$11$7Houston$7Dallas$7PhiladelphiaNewYorkChicago$9$24$8ClevelandMiami$19$28$3$416%15%Source:

MRI-SimmonsUSA,Winter2023;Spendex;HHweightw

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mPage13ProductCategorySpendLast12MonthsBlack

consumers

spendmore

thanaverage

onsomeproductcategoriesIn

the

last

12

months,

Black

Americans

spent

more

than

the

average

American

on

apparel,automotive

supplies

and

repairs,

and

entertainment

products

such

as

toys

and

video

games.

Theyplan

to

spend

more

than

average

on

entertainment

and

cell

phone

products

in

the

next

12

months.Black

consumers

also

recommend

products

in

finance,

automotive,

technology,

food,

travel,

andhealthcareatahigherrate.33%

of

Americans

overall

support

racial

justice

issues.

Like

Black

Consumers,

these

supporters

aremore

likely

to

spend

on

clothing/shoes,

auto

repairs,

and

video

game

hardware

than

the

averageAmerican.Average

Amount

Spent

Last

12

Months

by

CategoryTotal

USConsumersBlackConsumersRacialJusticeAllies*CategoryClothing/Shoes

Overall$753$691$326$289$225$218$192$171$156$148$831$723$336$306$254$232$183$189$198$159$770$695$333$280$232$217$197$163$159$148AutomotiveMaintenance&RepairsVideoGameHardwareChildren’sToys&GamesMen’sClothingWatchesAudioEquipment/AccessoriesAutomotiveParts&SuppliesAthleticShoesVideoGames*Whichofthefollowingsocialorpoliticalissues,ifany,doyousupport?

RacialJustice.Source:

MRI-SimmonsUSA,Winter2023;TrendingTopicsStudy,Q22023w

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mPage14ConsumerEconomicOutlookBlack

consumers

aremore

optimisticabouttheirfinancialfutureOverthepast5years,Blackconsumers’opinionsontheireconomicfutureandthatofthecountryhadbeenroughlyinsync–withBlackAmericansslightlymoreoptimisticonbothfronts.WhilethesentimentforbothgroupshasdecreasedsincetheCOVID-19pandemicbegan,morethan9in10BlackAmericansstillhaveapositiveorneutraloutlookontheirfinancialsituation.Asfor

personalfinances,thespreadwidenedfrom3pointsin2021to7pointsin2022.Blackconsumersarealsomoreoptimisticabouttheeconomyoverallthisyearthantheadultpopulation.Consumer

Economic

Outlook

(next

12

months)Personallybetterofforaboutthesame100%95%90%85%80%20182019202020212022Economybetterofforaboutthesame100%90%80%70%60%50%20182019202020212022AllAdultsBlackAdultsSource:MRI-SimmonsUSA,Spring2017-2022;Top2box

(Better

or

Aboutthesame)w

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mPage15ThestateofBlackAmericanconsumers2023MEDIAHABITSANDADVERTISING

ATTITUDESTo

reachBlackconsumerseffectively,

marketersmustfirstunderstandwherethey

areconsumingcontentandhowthey

feelaboutadvertisements.HowBlackAmericansaccessTVcontent53%of

BlackAmericansareCordlessAdvertisers

and

content

creators

grapple

with

a

rapidly

evolving

media

landscape

as

cordcutting

and

streaming

become

dominant.

According

to

MRI-Simmons’

Cord

Evolution

study,53%

of

Black

consumers

don’t

subscribe

to

a

cable

or

satellite

service

but

are

much

morelikely

to

want

to

increase

their

cable

products

or

return

to

the

cord

after

cutting

than

theaverageAmerican.3%Regretters31%Loyalists21%Nevers29%Cutters1%Returners1%Increaser

Intenders2%Increasers2%Cutter

Intenders3%Shaver

Intenders6%ShaversSource:

MRI-Simmons2023MarchCordEvolutionStudy.w

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mPage17AttitudesToward

AdvertisingBlackconsumersgenerallylikeadsandfindthemhelpfulSegments

that

look

upon

advertising

favorably

are

a

marketer’s

dream.

When

asked

abouttheir

attitudes

toward

advertising,

positive

sentiments

rise

to

the

top.

For

example,

BlackAmericans

are

50%

more

likely

to

like

looking

at

advertising

versus

the

total

population

andfindadshelpfulinmakingpurchasechoicesforhigh-qualityproducts.Black

respondents

are

also

more

likely

to

see

advertisements

about

products

for

kids

in

amore

positivelightthanthetotal

US.

Thisgroup

is34%more

likelytoagreethat“advertisinghelps

me

choose

products

for

my

children,”

and

17%

less

likely

to

think

“Advertising

tochildreniswrong.”78%(124)It

is

important

for

companies

to

createadvertising

that

is

culturally

diverse

in63%order

to

stay

relevant64%(122)Advertising

helps

me

keep

up-to-date

about

products

and

servicesthatI

need

or

would

like

to

have52%38%(150)I

liketolook

at

advertising25%On

average,

brands

that

areadvertised

are

better

inquality

thanbrands

that

are

not

advertised28%(139)20%Black/AfricanAmericanTotalUSSource:

MRI-SimmonsUSA,Winter2023w

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mPage18ThestateofBlackAmericanconsumers2023ACTIVATING

BLACK

AUDIENCESWalled

gardensandfragmentedmediachannelscanmakeitdifficulttoactivatetheseassortedBlackconsumersegments.Activate

any

ofthese

BlackconsumersegmentswithACTLearningthatBlackconsumersoverallareayoung,nuanced,forward-lookingcohortisn’tveryhelpfulwithoutaplantocraftresonantmessagingthatwillfindthemwheretheyare.Advertiserslookingtoconnectwithanyofthesegmentsoutlinedinthisreportcandosowithaudience-basedcampaignsviaaddressableanddigitalmediachannels.Toreachtech-savvy,socially

conscious,family-focused,orTech-SavvyBlackWomenAge

18-35anyoftheBlacksegmentsrevealedi