Transcript Presidente Beer

USA Demographic Shifts
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The average age of the African
American/Black population
is 41 years.
– The average age of the general
market is 38.
2007 U.S. Race and Ethnicity W/in Age Groups
-65+
81% White
09% Black
07% Hispanic
45-64
74% White
11% Black
10% Hispanic
25-44
62% White
18% Hispanic
13% Black
18-24
61% White
17% Hispanic
15% Black
<18
57% White
21% Hispanic
15% Black
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There are over 41 million African Americans
in the USA!
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African Americans/Blacks currently represent 13%
of the U.S. population.
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More than 12% of foreign born African Americans are
between the ages of 18-25.
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41% of African American population is under 25
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The projected growth of African Americans is 35.3%
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48.2% of AA households are headed by women
AA women bring in almost half (48.9%) of total
income in AA pop. vs.1/3 of the total income
for other racial/ethnic groups
African American disposable income is over
$836 Billion and expected to exceed the $1
Trillion mark in 2012
Top % expenditures include: Housing ($203.8
Billion) , Food ($65.2 Billion) , Cara/Trucks
$29.1 Billion), Clothing & Healthcare ($23.6
Billion)
• African Americans make up a
significant percentage of the U.S. urban
population
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Over 50% of the African American
population is located in the south.
The West experienced the highest
percentage growth. (10%)
9 out of the top 10 states with AA/B
population are located in the south.
However, the top five Black metropolitan areas are
New York-New Jersey, Washington-Baltimore, ChicagoGary, Los Angeles and Philadelphia
• African American culture has seen much crossover into
the mainstream.
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Hip-Hop acts such as Will.I.Am making appearances
on Sesame Street
In turn Justin Bieber being nominated for a BET
(Black Entertainment Television) award.
Success of children television shows such as Yo
Gabba Gabba,
Beyonce Knowles acclaimed as top female artist of
the decade.
Today’s role models have changed from athletes to Hip-Hop stars and they
promote many products.
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The Gap – LLCool J, Missy Elliot
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Right Guard – Method Man, Redman
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Heineken – Jay-Z
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Coors Light – Dr. Dre
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Reebok – Jay-Z, Fifty Cent
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Cadillac – Snoop Dogg
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Coca Cola – Common Sense, Mya
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Twix – Usher
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Verizon – Tweet
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Lugz – Funkmaster Flex
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Cover Girl – Queen Latifah
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Got Milk? – Nelly
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Pepsi – Beyonce Knowles
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Dr. Pepper – LL Cool J, B2K
Communicating and
Marketing to African Americans
Culture
Internet penetration
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According to comScore,
African American online
population reached a record
21.7 million
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The growth of online users is
projected to grow to 56% of
the African American
population.
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African Americans are
projected to make up 11.8% of
all US Internet users in 2011,
up from 10.8% in 2006.
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Internet usage among African
Americans
Average time spent online : 18 hours per
week (15 hours/week on TV)
Internet access via PC : 93%
Internet access via mobile phone : 76%
Social Networkers : 50%
Avid downloads of digital content : 66%
But, despite the fact that the costs of computer equipment and
Internet access have fallen over the last few years, there continues to be a
significant digital divide between White and Black America.
Major Factors Affecting African American
Internet Usage
Education –> completion of H.S., college degree
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As of 2003, 78.6% of African Americans using the Internet have a High School
diploma or higher
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45% have a Bachelor’s degree or higher.
Younger African American demographic
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56% of African Americans age 18-34 use the internet
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About 53% of online blacks have a child under the age of 18 at home, Users often
perceive gaining access to the Internet as an investment in the future and this
seems especially true in African-American families
SOURCE: Pew (December 2009)
Major Factors Affecting African American
Internet Usage
Socioeconomic status –> income
Of the African-Americans who use the Internet:
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43% live in households with incomes under $40,000 a year.
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25% live in households with incomes between $40,000 and $75,000
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15% are in households earning more than $75,000.
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62% of blacks who entered the online world in the past year have incomes of
under $40,000 a year
Social Media Facts
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Ethnic minorities visit social networking site more often than nonHispanic whites.
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Younger people are more likely to adopt new technologies, especially
those encouraging social connectivity.
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Hispanics tend to hold more collectivistic values and look to one another
for help in making decisions
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71% of African Americans cited as having profiles in online networking
sites
Social Media Facts
13 hours: The average amount of time spent consuming any kind of media by Black and Hispanic
Americans 8- to 18-years-old.
64: Percentage of Black teenagers between the ages of 12 and 17 who have a cell phone.
29: Percentage of Black and Hispanic Americans who on a typical day go online with a handheld device.
21 minutes Average number of minutes spent on social networking sites by Black Americans.
71: Percentage of Black Millennials who have created a profile on a social networking site..
66: Percentage of Black Millennials who connect to the internet wirelessly when away from work.
53:Percentage of Black Americans who use Facebook at least weekly.
40: Percentage of Black Americans who use YouTube at least weekly.
26: Percentage of Black Americans who use Myspace at least weekly.
24: Percentage of the 17 million American Twitter users who are Black.
12: Percentage of U.S. bloggers who are Black.