The Blacks who are representative of the Second Diaspora have the spending power to make a significant economic and social impact on the progress of African Americans. Some key characteristics of those who comprise this segment of our community were identified in a study conducted for Radio One by Yankelovich and Associates in 2008 -- Black America Today.
The Second Diaspora Target Audience
The Yankelovich study identified 11 segments of the Black community, and their advertising appeal. The 6 segments below represent those who are the focus of this initiative.
They are tech savvy, highly social, brand driven and fans of Black music (Hip Hop and R&B). They have a plan for their future; they want to preserve Black cultural traditions; and they believe that too much focus is put on the oppression of Blacks.
Over half of this web-savvy, high tech, mobile segment are college or high school students who 'network' heavily using Facebook, MySpace, Twitter, instant messaging and their
cell phones. They are saving money - to buy a home or for retirement.
Heavy web users, this mostly male segment is stressed by their work/life balance and the need to straddle Black and White worlds; they are focused on money as the most
meaningful measure of success and are the most stressed of any segment about 'having to fit in'. They are the most frequent users of Black websites and the most frequent online shoppers.
Black is Better
The best educated, most employed and wealthiest segment is mostly between the ages of 25 and 44 and is the most technologically forward segment. They are the most
likely to describe themselves as Black rather than African-American and to believe that problems in the Black community can best be solved by Blacks. They are positive about the future and forward looking.
This 'oldest' segment (average 52) is tech savvy with high ownership of computers, DVRs, home theater systems and wireless internet access - 90% are online. They are the most likely to believe that Black children should have Black role models and that it's important to take advantage of the opportunities won by previous generations.
These segments combined represent the Virtual Black Community.
When we speak about Black Spending Power, it is important that Black entrepreneurs develop marketing strategies to target these segments and their spending habits. To reach Black consumers, it is necessary to find affinity patterns among the scattered Black consumers and reach these consumers in different ways. The advent of the Internet has made tools available to reach The Second Diaspora, and build wealth among Black entrepreneurs who take advantage of new technology to compete more effectively for the increased spending of these Black consumers.
In upcoming articles, I will discuss "The Face of the Second Diaspora" and "Mobilizing the Virtual Black Community."
Roger Madison, CEO