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THE USC AFRICAN AMERICAN AUDIENCE

African Americans prove to be trendsetters who look for brands to which they can remain loyal. More than any other market, African Americans buy across a wide variety of categories - on the whole they are more likely to own an Amercan Express Card, purchase imported Brandy or spend lavishly on apparel. Source: Chicago Sun Times 11/18/99; Target Market News 1999

USC Black Alumni

  • 70% Live in the Western Region
  • A majority hold professional, managerial, and technical positions
  • Upscale, affluent African Americans
  • As affluent African Americans, they are more likely than most to pursue the American Dream possessing a unique desire to acquire the products, goods and services that define their newly prosperous lifestyle. Source: Focus USA 2000
  • Family oriented with strong legacy values.

Metro Los Angeles African American segment:

  • Population: 3,694,802 (2000 Census)
  • Income: $8.9 Billion (2000 Target Market News estimate)

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