African-Americans are 38% more likely to make a purchase when the ads have African-Americans included in them, says the report. Diversity in advertising is particularly important to African-American adults in health care, food, fashion/apparel and media, but not as important in the beverage and liquor category.
The Importance of Diversity in Advertising (% of Respondents 18+)
Source: Nielsen/MarketingCharts, October 2014
Religion plays a strong role providing a foundation for her decisions and family values, says the report. Passionate about products she likes, she will share her experience with friends and family on social media and through word of mouth. She is culturally engaged and is a conscious consumer making mindful decisions on how she engages with products, brands and companies often outpacing other demographic groups.
The report summarizes the essence of African-American women consumers study findings this way:
Culture and Community
Health and Wellness
Concluding, the African-American woman offers an unparalleled opportunity for brands, opines the report. Get to know her, understand the key drivers of her purchasing habits, likes and dislikes, her preferences, behaviors and her value of culture and community, it suggests.
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