US African immigrant population offers marketing opportunities, study finds

LOS ANGELES: African immigrants in the US have purchasing power of $50 billion, according to a new study by multicultural research firm New American Dimensions and the US African Chamber of Commerce.

LOS ANGELES: African immigrants in the US have purchasing power of $50 billion, according to a new study by multicultural research firm New American Dimensions and the US African Chamber of Commerce.

"There are over 1.4 million Africans living in the US and these consumers possess very high educational attainment and incomes," said David Morse, president and CEO of New American Dimensions, in a statement.

The survey also found that African immigrants spend more hours watching English-language media than African media, most have their own checking and savings accounts, two-thirds have credit cards, and most own a personal computer and a DVD player.

Working with the Minnesota Foundation, Dr. Bruce Corrie, and Aguilar Productions, the study analyzed the market by surveying nearly 400 African immigrant adults in Washington, New York, California, and Minnesota. More information can be found online.


The organizations said they believed this African immigrant market is largely untapped, but marketers need to understand the demographic in order to reach it. For example, speaking to the market through their religion (largely Islam) or through culturally-appropriate food and beverage products.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.