Nielsen and ESSENCE Collaborate For One-Of-A-Kind Custom Study on African-American Consumers

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To better understand the buying habits of African-American women, ESSENCE partnered up with Nielsen, the leading provider of information and measurements, to take a closer look. And what better place to start than at the 20th ESSENCE Festival in New Orleans? 

After surveying 10,000 online and in-person participants on the key drivers of their purchasing and viewing habits ESSENCE and Nielsen will be releasing their one-of-a-kind report on Thursday titled: "Powerful. Growing. Influential. The African-American Consumer 2013 Report."

“In partnership with Nielsen, we uncovered the true 'Essence of Black Women Consumers', who self-identify as community-builders,” said Michelle Ebanks, president of Essence Communications Inc.  “For our passionate audience of women--who are striving for economic, social and political equality—strengthening community through consumerism is intrinsic and serves as a pathway to empowerment."

The two collaborators found that 87% of African-American consumers surveyed feel ethnic recognition and cultural identity are important, especially when making purchases. The report also found that 80% of Black women will tell their friends about a product if they liked it. And with Black women being twice as likely to spend more than three hours on social media sites, we know how they're telling their friends. 

"Powerful. Growing. Influential. The African-American Consumer 2014 Report" will be released Thursday afternoon. 

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