National Lifestyle Survey of African American Inner City Youth Provides Critical Consumer Insights Into a Profitable Market

A new national survey of nearly 2,000 African American inner city youth examines the latest media consumption trends and provides marketplace insights into the most influential and trendsetting youth market in the world. The poll, conducted in nine U.S. cities between April 15 and August 15, 2002, uncovers trends associated with media consumption behaviors and choices; movie, radio, television and Internet preferences; and “Who’s Hot” among a wide range of actors, actresses, hip-hop celebrities, R&B stars, sports figures and comedians. The study also analyzes the general lifestyle markers of inner city youth as they navigate through the days and hours of their typical week, giving advertisers a road map of when and where to place their advertising.

The consumer marketing intelligence generated by this study allows ethnic marketers a window into the lives of this hard-to-reach market and provides the framework for the creation of marketing and advertising initiatives that are culturally-relevant and precise and create consumer buying decisions that positively resonate far after an advertising campaign is complete.

Youth and Music

Nearly half (48%) of African American inner city youth report that hip-hop/rap music is their favorite musical genre. Interestingly, in second place in popularity is the more traditional African American favorite, rhythm & blues (R&B), with 35%. Survey findings also reveal: Changes in the consumption of hip-hop music as listeners get older; How much radio urban youth listen to and when they listen the most; Why they listen to their favorite radio stations; and Music consumption patterns.

Youth and Television

Just over one out of three (34%) youth watch 4 or more hours of television per day. Survey findings also include: Favorite network channels; Cable television household penetration; Favorite “music video” and “non-music video” cable channel networks; and Favorite types of television shows.

Youth and the Movies

Movie attendance is a popular pastime for African American inner city youth. A total of 62% of the respondents surveyed go to the movies two or more times a month. Survey findings also reveal: The average amount of money spent per trip to the movies; The optimum movie-going times; Favorite types of movies and the key aspect that draws them in; The impact of an African American main character on youth buying decisions; and more.

Youth and the Internet

Over nine out of 10 youth surveyed (91%) reported that they had access to the Internet. Survey findings also include: Where youth access the Internet; The frequency with which they access the Internet; Reasons for accessing the Internet; and Favorite Internet sites.

Additional Information

The study also obtains detailed information in the following areas:

• Which celebrities top the list of most popular among African American inner city youth;
• VCR/DVD penetration and rental frequency;
• Where youth spend their time;
• What magazines youth prefer; and
• What video game systems are preferred by African American inner city youth.