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Nielsen found that while there are few differences among African-American
and non-African-American households when it comes to shopping
at grocery, mass merchandisers and warehouse club stores,
a much higher proportion of African-American consumers shop
at convenience-oriented formats, such as drug, dollar and
convenience/gas stores.
Nearly half (46 per cent) of African-American households shop
beauty supply stores -- almost three times the rate for non-African-American
households. Automotive supply stores and electronic stores
follow beauty stores as the most popular alternative shopping
channels for African-American consumers.
African-American shoppers make more shopping trips each year
compared to the average household (175 versus 165) but spend
less per trip ($39 versus $44).
During the 2006-2007 television season, seven shows placed
among the top ten primetime programmes among both African-American
and white viewers. Further, the top shows last season American
Idol and Dancing With the Stars ranked in the same
position for both groups of viewers.
In
contrast, 10 years ago during the 1996-1997 season, African-American
and white viewers had only one top ten show in common -- Monday
Night Football.
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