2023年美国非洲裔消费者报告（英）-21页.pdf

ThestateofBLACKAMERICANCONSUMERS2023AnMRI-SimmonsReportwww.mrisimmons.com|866-256-4468|info.ms@mrisimmons.comPage2Savvymarketersunderstandthatasuccessfulmarketingstrategyisincumbentuponreachingamorediverse,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.TheStateofBlackAmericanConsumersin20231.POPULATIONISYOUNGANDGROWINGSIZE2.BLACKCONSUMERS’DIVERSEATTITUDES&BEHAVIORS3.DISCRETIONARYSPENDINGANDFINANCIALOUTLOOK4.MEDIAHABITSANDADVERTISINGATTITUDES5.ACTIVATINGBLACKAUDIENCESThestateofBlackAmericanconsumers2023POPULATIONISYOUNGANDGROWINGINSIZEThenumberofBlackAmericansisontherise,asistheshareofBlackAmericansinyoungeragegroups.www.mrisimmons.com|866-256-4468|info.ms@mrisimmons.comPage47%10%8%11%24%29%27%28%34%22%6-1112-1718-3435-5455+Populationgrowthdrivenbyyoungestcohort(18-34)AlreadythesecondlargestethnicminoritygroupintheUnitedStates,theBlackpopulationisgrowing.In2022,thisgroupisyoungercomparedtonon-BlackAmericans,withnearly30%inthe18-34agebracket(comparedto24%ofnon-BlackAmericans)withamuchsmallerproportionofolderindividuals(22%ofBlackAmericansareage55+,comparedto34%ofnon-Black).AgrowingpopulationofyoungBlack/AfricanAmericanswithinthe18-34agebracketsuggeststhisgroup’scontinuedinfluenceonthepopulationintheyearstocome.BlackpopulationisgrowinginAmerica12.2%12.5%13.3%13.8%14.1%PercentofAmericansage6+whoareBlackPopulationbyAgeGroupSource:MRI-SimmonsUSA,Kids,Teens,12+Studies;Spring2017to2022.BlackNon-Black20052010201520202022www.mrisimmons.com|866-256-4468|info.ms@mrisimmons.comPage5ThestateofBlackAmericanconsumers2023BLACKCONSUMERS’DIVERSEATTITUDESANDBEHAVIORSLikeanygroup,America’sBlackpopulationisnotamonolith.MarketersshouldunderstandthevarietythatexistwithintheBlackpopulationandwhatattributesstandout.www.mrisimmons.com|866-256-4468|info.ms@mrisimmons.comPage618%StatusSeekers35%Faith&Family10%CulturallyConnected(129)37%KnowledgeableNesters(123)Home&FamilyLifeareahighpriorityNearlythree-quartersofBlackadultsfallintosegmentsthatembracefamilyandhomelife:Withnearlyfourin10BlackAmericansintheKnowledgeableNesterssegmentwhospendqualitytimewiththeirfamilies,areconsciousoftheenvironment,andenjoythe