Marketing Research on Three U.S. Minority Consumer Groups
This report examines marketing research data for the three largest minority consumer markets in the United States: African-Americans, Hispanic-Americans, and Asian-Americans. For each group, the paper profiles total population size, percentage of the U.S. population, rate of growth, average household size, median age, income levels, geographic concentrations, preferred brands, product usage patterns, and the most effective media channels for targeting. A second section analyzes the business potential of each group, highlighting their collective purchasing power, demographic trends, and growth projections through 2050. Together, these profiles demonstrate that minority consumer segments represent substantial and underutilized economic forces for marketers and businesses.
- Introduction: Overview of the report's purpose and scope
- African-American Consumer Market Profile: Demographics, income, brands, and media for African-Americans
- Asian-American Consumer Market Profile: Demographics, income, brands, and media for Asian-Americans
- Hispanic-American Consumer Market Profile: Demographics, income, brands, and media for Hispanic-Americans
- Business Potential Analysis: Purchasing power and growth projections for all three groups
- Conclusion: Summary of minority market significance for businesses
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What makes this paper effective
- Presents data in a consistent, parallel structure across all three minority groups, making it easy to compare key metrics such as income, household size, and growth rates.
- Grounds claims in specific statistics and named sources (Nielsen, U.S. Census Bureau, Baker), lending credibility to the demographic and commercial projections.
- Bridges descriptive data in Part 1 with analytical interpretation in Part 2, moving from raw numbers to actionable business insight for each group.
Key academic technique demonstrated
The paper demonstrates effective use of secondary market research synthesis. Rather than conducting primary research, the author aggregates data from authoritative industry and government sources and organizes it into a coherent comparative framework. This technique is standard in marketing research reports and shows how published data can be structured to support strategic business conclusions.
Structure breakdown
The report is divided into two parts. Part 1 presents demographic and consumer profiles for each of the three minority groups using a consistent set of data categories (population, income, geography, preferred brands, media). Part 2 then revisits each group to offer a deeper analysis of market potential, integrating the demographic data with economic projections and strategic marketing implications. A brief introduction and reference list frame the report.
Introduction
This report undertakes marketing research to gain knowledge about different consumer markets in the United States. In particular, it provides information about the size, location, purchasing power, and market potential of the three largest minority target markets: African-Americans, Hispanic-Americans, and Asian-Americans. In addition, the report offers a detailed analysis of business potential for each minority target market.
African-American Consumer Market Profile
Population and Growth
African-Americans make up approximately 13% of the total U.S. population (Centers for Disease Control and Prevention). The U.S. Census Bureau forecasts that by 2060 there will be approximately 74.5 million African-Americans — including those of more than one race — comprising about 17.9% of the total U.S. population.
Household Size, Age, and Education
The average household size is 2.58 people (Baker, 2013). The average age is approximately 32 years, and statistics indicate that roughly 47% of African-Americans are below the age of 35 (Baker, 2013). Between the years 2000 and 2009, there was a significant increase in the number of African-Americans who attended colleges and universities and earned degrees. This figure has grown to 45% of men and 54% of women (Baker, 2013).
Income and Geography
The average income of African-Americans across the nation is estimated at $47,290 (Baker, 2013). Major geographic concentrations include Atlanta, Washington D.C., Houston, Dallas, Miami/Fort Lauderdale, Raleigh, Baltimore, Memphis, Jackson (Mississippi), and Columbia (South Carolina) (Nielsen, 2013).
Brand Preferences and Product Usage
Brands with higher-than-average purchase rates among African-Americans include Lexus, General Motors, Google, Fidelity, Slim Fast, UPS, Tide, Pampers, Jell-O, Doritos, Dawn, Oreos, Ragu, Campbell Soups, Yoplait, Dentyne, Charmin, Bounty, Betty Crocker, Walmart, the Gap, Lowe's, Macy's, and Levi's (Market Wired, 2012). Above-average product usage is concentrated in household goods, travel, health and beauty, smartphones, and child-related items (Baker, 2013).
Best Media for Targeting
The most effective approach for reaching African-American consumers is to avoid a mass-market strategy and instead embrace targeted niche media, including African-American newspapers, magazines, and radio (Alderton, 2011).
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