African-Americans

Drug Store News, Oct 10, 1994

African-Americans, the second largest population group in the United States, are about to slip to No. 3. By 2020, projections estimate, there will be 42 million African-Americans in the country, but there will be 51 million Hispanics.

Still, growth estimates for African-Americans show this group growing to 62 million by 2050.

From 1980 to 1992, the number of African-American households increased faster than the white population, growing by 29 percent to 11.1 million households. At the same time, the average size of the household declined, to 2.83 persons compared to 3.02 in 1980. Five in 10 African-American households are considered small, and about 14 percent considered large (with five or more persons).

African-Americans use coupons less often than the general market (43 percent of African-Americans vs. 63 percent of the general market). But, their sources of coupons virtually mirror the general population's: 85 percent are from newspapers; 33 percent in the mail; and 7 percent in the store. But, in contrast with Hispanics and Asians, who use coupons from the shelf significantly more often than the general market, African-Americans use none from the shelf.

Opinions on shopping

African-Americans and the general market agree about most shopping issues. African-Americans are a bit more likely to agree that they like to have a lot of information before buying a product and that shopping is fun even if they don't buy anything. They also agree a bit more often that they'll pay more for items if shopping is made faster and easier.

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