This report aims to shatter stereotypes and reveal the active and involved young Black Americans who are driving digital and social change.

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2 Black Millennials in America are a diverse consumer base with a wide range of interests. Comprising 14% of the total U.S. Millennial population, Black consumers aged are more educated, affluent and diverse consumers than older generations. This report aims to shatter stereotypes and reveal the active and involved young Black Americans who are driving digital and social change. BLACK MILLENNIALS IN AMERICA 2

3 Adults Comprise 25% of the Black Population in the U.S., Compared to White Millennials Who Make Up 22% of the White Population 27% 25% 26% 19% 22% 26% Under % 33% U.S. Black Population (2016) U.S. White Non-Hispanic Population (2016) Under U.S. Black Population UEs (000) U.S. White Population UEs (000) 11,171 10,286 10,674 9,139 42,135 48,025 58,252 71,813 Source: NPOWER Universe Estimates, 2016 BLACK MILLENNIALS IN AMERICA 3

4 Black Adults Aged Make Up 14% of the U.S. Millennial Population Minorities make up 42% of the total Millennial U.S. population U.S. Millennial Population by Ethnicity Hispanic Black Asian Mixed Race & Other Non-Hispanic White U.S. Millennial Population by Ethnicity 21% 14% 5% 2% 57% Source: ThinkNow Research, The Hispanic Millennial Project, 2015 BLACK MILLENNIALS IN AMERICA 4

5 Black Millennials Are Increasingly Going to College Black Americans Black Americans Black Americans % 4% 11% 10% 10% 16% 20% 8% 11% 34% 38% 33% 31% 35% 26% Masters Degree or Higher Bachelor's Degree Some College or Associate's Degree High School Diploma or GED Less Than High School Degree Source: U.S. Census, 2015 BLACK MILLENNIALS IN AMERICA 5

6 Average Income Among Black Households is Increasing Every Year Households with an annual income of $75K-$100K have increased from 7% to 12% U.S. Black Household Income 7% 7% 15% 10% 8% 15% 12% 9% 16% Under $25,000 $25,000-$49,999 28% 27% 26% $50,000-$74,999 $75,000-$99, ,000 or more 43% 40% 37% Source: Nielsen; Young, Connected and Black, 2016 Report BLACK MILLENNIALS IN AMERICA 6

7 Household Income Has Increased Since 2010, With Higher Level Incomes Increasing at an Accelerated Pace Black Millennial Household Income 2010 Black Millennial Household Income % 7% 6% 9% 11% 35% Under $25,000 $25,000 to $49,999 44% 18% $50,000 to $74,999 $75,000 to $99,999 29% 28% $100,000 or more Source: U.S. Census Bureau, 2015; Householder Ages in 2010: 15-33, Householder Ages in 2015: BLACK MILLENNIALS IN AMERICA 7

8 Black Consumers Over-index on Spend Across a Variety of Categories Healthcare Items Black Adults Index White Non-Hispanic Adults Index Spent $250+ on Men s Cologne/last year Spent $250+ on Women s Perfume/last year Spent $500+ on Women s Health & Beauty Aids/last year Spent $500+ on Men s Health & Beauty Aids/last year Clothing & Shoes/Accessories Spent $500+ on Men s Big Ticket Clothing Items/last year Spent $500+ on Women s Big Ticket Clothing Items/last year Spent $2,000+ on Clothing/last year Spent $150+ on Athletic Shoes/last year Spent $250+ on Dress Shoes/last year Spent $200+ on Costume Jewelry/last year Services Spent $150+ on Laundromats/last 6 months Spent $150+ on Barber Shop/last 6 months Source: MRI, 2016 Doublebase BLACK MILLENNIALS IN AMERICA 8

9 NAVIGATION Black Millennials Enjoy Shopping and Being the First to Try New Products, Especially Those Endorsed by a Celebrity, More Than Their Counterparts Buying Styles Black A White Non- Hispanic A18-34 Spanish/Hispanic/ Latino A18-34 They Enjoy Shopping and are Impulse Buyers I think shopping is a great way to relax I m a spender rather than a saver If I really want something I will buy it on credit rather than wait I tend to make impulse purchases They Like to Buy Products That Fit Their Style and Convictions I am influenced by what s hot and what s not I would pay extra for a product that is consistent with the image I want to convey A celebrity endorsement may influence me to consider or buy a product I like to share my opinions about products/services by posting reviews and ratings online They Like to be the First to Try New, Cutting Edge Products I m always the first of my friends to try new products/services I expect the brands I buy to support social causes Source: MRI, 2016 Doublebase BLACK MILLENNIALS IN AMERICA 9

10 Black Consumers Aged are Tech Trendsetters, Preferring to be the First of Their Friends to Try New Products Percent of Black Adults Who Say They Agree I am among the first of my friends and colleagues to try new tech products I enjoy learning about technology or electronic products from others I give others advice when they are looking to buy technology or electronic products I am fascinated by new technology When I find a technology or electronics product I like, I typically recommend it to people I know 41% 68% 52% 70% 68% Source: Nielsen; Young, Connected and Black, 2016 Report BLACK MILLENNIALS IN AMERICA 10

11 USAGE Black Millennials Choose Watching TV and Movies as Their Top Leisure Activity Share of Weekly Leisure Time Activities By Activity Among Black Consumers Leisure Activity Black Millennials (18-34) Index to Total Population TV & Movies 22% 120 Sports & Wellness 21% 134 Internet 16% 110 Social Activities 11% 69 Video Games 9% 75 Social Networking 8% 85 Music 6% 81 Reading 4% 106 Source: Nielsen; Young, Connected and Black, 2016 Report BLACK MILLENNIALS IN AMERICA 11

12 USAGE Black Millennials Spend More Time Watching Live and Time-Shifted TV Than Other Adults Live+DVR/ Watching Time-Shifted Television TV Watching Video on Video on Computer a PC Watching Video Video on a on a Smartphone Black Millennials (18-34) Total Millennials (18-34) 32:51 3:47 0:50 20:24 2:33 0:41 Black Millennials watch 61% more live plus time-shifted TV than their total market counterparts Source: Nielsen; Young, Connected and Black, 2016 Report BLACK MILLENNIALS IN AMERICA 12

13 Music and Video Use Is Influenced by Culture for Black Millennials How Much of an Influence Would You Say Your Culture/Heritage is on Each of the Following? (Big Influence/Somewhat of an Influence) 59% 59% 67% TV Programs You Watch Movies You Watch Music You Listen To Source: ThinkNow Research, The Hispanic Millennial Project, 2015 BLACK MILLENNIALS IN AMERICA 13

14 Black Viewers Prefer Shows With Actors of the Same Ethnic Background Program Network Black Adults Average Audience Rating White Adult Average Audience Rating Empire FOX Love & Hip Hop Atlanta 5 VH Love & Hip Hop Hollywood 2 VH Love & Hip Hop 6 VH Black Ink Crew 3 VH Black Ink Crew 4 VH Black Ink Crew Chicago VH How To Get Away With Murder ABC Scandal ABC The Walking Dead AMC Source: Nielsen NPOWER, Persons 18 34, Broadcast and Cable, Live +7 Days, September 21, 2015 June 26, 2016, does not include syndicated programs, specials, sports or programs with less than four telecasts BLACK MILLENNIALS IN AMERICA 14

15 Black Millennials are Most Influenced by Advertising on TV Advertising Provides Useful Information About Bargains (% Who Agree) Advertising on TV 48% Advertising on Internet 43% Advertising on Radio Advertising in Newspapers Advertising in Magazines 40% 39% 39% Advertising on Mobile Phones 33% Black viewers also influence film and TV by supporting black actors, with 62% agreeing that they love to see celebrities of the same ethnic background in the media Source: Nielsen; Young, Connected and Black, 2016 Report BLACK MILLENNIALS IN AMERICA 15

16 Black Millennials Use Netflix the Most Out of All Video Streaming Options What Are All the Ways That You Watch TV Programming (Besides Live TV)? 62% 23% 17% 5% 10% 7% 2% Netflix Hulu Amazon Prime Apple TV Google TV Roku Sling TV Source: ThinkNow Research, The Hispanic Millennial Project, 2015 BLACK MILLENNIALS IN AMERICA 16

17 Black Millennials Report That They Spend More Time on Social Networking Daily Than the Rest of the U.S. Population Self-Reported Daily Time Spent 3+ Hours Black Millennials (18-34) 29% Total Population (18-34) 20% Index % say they spend an hour or more a day on social networks & 64% like to keep their personal social media pages updated regularly Source: Nielsen; Young, Connected and Black, 2016 Report BLACK MILLENNIALS IN AMERICA 17

18 CATEGORY GROWTH Five Key Takeaways Regarding Black Millennials: 1 Comprise over a quarter of the U.S. Black population 2 Are more likely than older generations to pursue higher degrees 3 Average annual household income is increasing, with average incomes between $75K-$100K having increased 7%-12% 4 Watch 61% more TV than their total market counterparts 5 Actively seek out and embrace celebrities of the same ethnic background in the media BLACK MILLENNIALS IN AMERICA 18

19 CONTACT US For More Information Visit Us Online TheVAB.com Follow Like us: facebook.com/videoadvertisingbureau Sean Cunningham President & CEO Danielle DeLauro SVP Strategic Sales Insights Jason Wiese VP Strategic Insights Evelyn Skurkovich VP Strategic Research & Insights