*One of the largest-ever studies of black America was completed recently and presented as "the most detailed snap shot of African American life in the United States today."
Sponsored by Radio One, Inc., the survey from Chapel Hill-based research firm Yankelovich identified eleven specific segments within black America today, ranging from Connected Black Teens, Digital Networkers and Black Onliners at the younger end, to Faith Fulfills, Broadcast Blacks and Boomer Blacks at the older end.
The study found that 70 percent of African Americans already have a plan for their future; 54 percent were optimistic about their future and 60 percent believe "things are getting better for me."
Blacks, according to the survey, are divided pretty evenly on how they liked to be described, with 42 percent (who are more likely to be affluent) preferring to be called "Black" and 44 percent preferring "African American."
The poll research just underscores that African Americans are not a monolithic group inclined to think alike or have the same opinions and beliefs. The analysis identifies differences in black America regarding everything from what it means to be black today, perceptions about African American history and expectations for the future of blacks, to consumer trends, media preferences and confidence in key institutions (such as the church, government, financial services companies and the media).
For instance, among the Connected Black Teens segment, 25 percent are saving to start a business. Yet, among Digital Networkers, the majority of whom are in their 20s, 45 percent are already saving for retirement.
"While people are less inclined these days to think that all Blacks are the same, they really do not understand the diversity within the African American community," said TV One head honcho, Cathy Hughes. "Blacks share many commonalities regardless of age, income and geography, but there are also differences -- that suggest a new understanding of the past and a more optimistic sense of the future. We're confident that black Americans -- and all Americans -- will find the results of the survey useful and in some cases surprising, given perceptions about Black life that are still pervasive in our country."
The study released the following data:
• The average household of those surveyed has three people in it, half of whom live in a single family home, one-third in apartments, one-third in the suburbs and half in cities.
• Among 29 to 74 year-olds, one-third are married. 61 percent of Black Americans are parents, five percent of 13 to 17 year-olds are parents, and half of all parents are single parents.
• From an educational and economic standpoint, 34 percent of those surveyed who are 18 or older have some college or a two-year degree, 21 percent have a BA or higher, 40 percent have an annual income under $25,000 (20 percent of whom are retired), and one-third more than $50,000.
• The digital divide has faded. 68 percent of those surveyed are online (compared to 71 percent of all Americans), and two-thirds of them shop online. Among black teens, over 90 percent are online. Blacks who live in the south are least likely to be online (63 percent).
• Black identity remains strong across all age and economic groups. While 56 percent of those surveyed have "all" or "almost" all black friends, only 30 percent said they prefer being around people of the same race.
• Black solidarity too is strong across all groups, with 88 percent saying they have enormous respect for the opinions of their elders (84 percent among teens). While 71 percent overall said they believe blacks need to stick together to achieve gains for their community, only 54 percent of teens concurred.
• Discrimination remains a very real part of black life in America. While 24 percent said they had been personally discriminated against in the past three months, 82 percent said they believe it is "important for parents to prepare their children for prejudice." 67 percent overall said they believe the history of slavery is a key way in which blacks are different from other groups, but one-third also say that too much emphasis is put on the oppression of Blacks.
• Media highlights include: 84 percent of households have cable, 81 percent of those surveyed watch black TV channels weekly, 87 percent listen to radio in a typical week (only 16 percent listen to Satellite radio), 64 percent watch news or news magazines and 50 percent watch court shows (compared to 41 percent for sports and 46 percent for entertainment)
• Blacks are not satisfied with how they are portrayed by the media. Only 29 percent agree that the mainstream media portrays blacks in a positive light -- compared to 50 percent who do not relate to the way blacks are portrayed on most black TV shows. Two-thirds believe there should be more television shows that focus on blacks. Forty percent think black TV is reinforcing a negative stereotype of blacks.
For more information about the Black America Today study, please visit http://www.blackamericastudy.com/.
Sponsored by Radio One, Inc., the survey from Chapel Hill-based research firm Yankelovich identified eleven specific segments within black America today, ranging from Connected Black Teens, Digital Networkers and Black Onliners at the younger end, to Faith Fulfills, Broadcast Blacks and Boomer Blacks at the older end.
The study found that 70 percent of African Americans already have a plan for their future; 54 percent were optimistic about their future and 60 percent believe "things are getting better for me."
Blacks, according to the survey, are divided pretty evenly on how they liked to be described, with 42 percent (who are more likely to be affluent) preferring to be called "Black" and 44 percent preferring "African American."
The poll research just underscores that African Americans are not a monolithic group inclined to think alike or have the same opinions and beliefs. The analysis identifies differences in black America regarding everything from what it means to be black today, perceptions about African American history and expectations for the future of blacks, to consumer trends, media preferences and confidence in key institutions (such as the church, government, financial services companies and the media).
For instance, among the Connected Black Teens segment, 25 percent are saving to start a business. Yet, among Digital Networkers, the majority of whom are in their 20s, 45 percent are already saving for retirement.
"While people are less inclined these days to think that all Blacks are the same, they really do not understand the diversity within the African American community," said TV One head honcho, Cathy Hughes. "Blacks share many commonalities regardless of age, income and geography, but there are also differences -- that suggest a new understanding of the past and a more optimistic sense of the future. We're confident that black Americans -- and all Americans -- will find the results of the survey useful and in some cases surprising, given perceptions about Black life that are still pervasive in our country."
The study released the following data:
• The average household of those surveyed has three people in it, half of whom live in a single family home, one-third in apartments, one-third in the suburbs and half in cities.
• Among 29 to 74 year-olds, one-third are married. 61 percent of Black Americans are parents, five percent of 13 to 17 year-olds are parents, and half of all parents are single parents.
• From an educational and economic standpoint, 34 percent of those surveyed who are 18 or older have some college or a two-year degree, 21 percent have a BA or higher, 40 percent have an annual income under $25,000 (20 percent of whom are retired), and one-third more than $50,000.
• The digital divide has faded. 68 percent of those surveyed are online (compared to 71 percent of all Americans), and two-thirds of them shop online. Among black teens, over 90 percent are online. Blacks who live in the south are least likely to be online (63 percent).
• Black identity remains strong across all age and economic groups. While 56 percent of those surveyed have "all" or "almost" all black friends, only 30 percent said they prefer being around people of the same race.
• Black solidarity too is strong across all groups, with 88 percent saying they have enormous respect for the opinions of their elders (84 percent among teens). While 71 percent overall said they believe blacks need to stick together to achieve gains for their community, only 54 percent of teens concurred.
• Discrimination remains a very real part of black life in America. While 24 percent said they had been personally discriminated against in the past three months, 82 percent said they believe it is "important for parents to prepare their children for prejudice." 67 percent overall said they believe the history of slavery is a key way in which blacks are different from other groups, but one-third also say that too much emphasis is put on the oppression of Blacks.
• Media highlights include: 84 percent of households have cable, 81 percent of those surveyed watch black TV channels weekly, 87 percent listen to radio in a typical week (only 16 percent listen to Satellite radio), 64 percent watch news or news magazines and 50 percent watch court shows (compared to 41 percent for sports and 46 percent for entertainment)
• Blacks are not satisfied with how they are portrayed by the media. Only 29 percent agree that the mainstream media portrays blacks in a positive light -- compared to 50 percent who do not relate to the way blacks are portrayed on most black TV shows. Two-thirds believe there should be more television shows that focus on blacks. Forty percent think black TV is reinforcing a negative stereotype of blacks.
For more information about the Black America Today study, please visit http://www.blackamericastudy.com/.
2 comments:
sounds like we are doing a little better but we still have ways to go.
what i wanna know is who are these "digital networkers" and how are these 20 yr olds already saving up for retirement, cuz I want their job!!!
-Sunny
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