New Insights on Black Consumers
- 30 million black persons age 12+ in the United States, or 12 percent of the U.S. population overall, black persons are more likely to be college graduates
- The population of black college graduates has grown 14 percent in the past five years
That's important since level of formal education is a key predictor of public radio listening. The study also points our that black focused media is growing in the US, which means more competition for these listeners.
The Arbitron/Scarborough Black Consumer Study 2006 is here (pdf).
A separate Arbitron report Black Radio Today 2006 can be found here (pdf).