US Census Bureau [http://factfinder.census.gov/servlet/SAFFIteratedFacts?_event=&geo_id=01000US&_geoContext=01000US&_street=&_county=&_cityTown=&_state=&_zip=&_lang=en&_sse=on&ActiveGeoDiv=&_useEV=&pctxt=fph&pgsl=010&_submenuId=factsheet_2&ds_name=DEC_2000_SAFF&_ci_nbr=004&qr_name=DEC_2000_SAFF_R1010®=DEC_2000_SAFF_R1010%3A004&_keyword=&_industry=]
This is the web page of the United States Census Bureau which houses the result of their 2000 survey of the demographic within US soil. It also provides other statistical information from other ethnic and racial groups (Black/African American, Asian, American Indian and Alaskan Native, Native Hawaiian and Other Pacific Islander) present in the United States with particular reference to the social, economic, and housing characteristics of the minorities like the Black or African American population.
Upon clicking the link named Black or African American alone, the highlights of the 2000 Census that directly deals with the attributes of the Black population is seen. There are several main links that could be expanded and would be useful for marketers: Social Characteristics, Economic Characteristics, and Housing Characteristics. The social characteristics highlight the educational attainment, enrollment, marital status, and other information regarding their social status and ethnic origins. The economic characteristics covers employment status, means of transportation, and other information about the occupation of the African-American community.
This website serves as portal on news, articles, and opportunities for minorities in the United States. It houses the African-American, Asian, Native American, and Hispanic populations. It has a comprehensive and much updated list on the characteristics of Asian-Americans in terms of population, education, income, business and many others.
This page basically holds a series of highlights of the most recent statistics of Asian-Americans in the United States. Marketers could use the reports pertaining to education, income, poverty and health insurance, and businesses. In the information category of education, the demographics relating to those having high school and college diplomas were noted particularly those that have acquired theirs not later than 2005. In the information category of income, poverty, and health insurance, it indicates the average income of the common household for Asians in the US. Along with those that are under the poverty rate in 2005, the said category summarises those that have health insurance coverage. In the category of businesses, the number of Asian-American owned businesses are taken into consideration along with the number of people employed in these businesses as well as their costs incurred.
- Pew Hispanic Centre [http://pewhispanic.org/reports/middecade/]
This website is dedicated to “chronicling” the experiences of the Hispanic or Latino Population in the United States. It contains links to articles and commentaries on the social, economic and political issues that the community encounters in a regular basis.
This site holds the 2005 American Community Survey particularly tables that summarises the data regarding Hispanics in the United States. Links on the individual tables are accessible for marketers. For instance, tables regarding occupation, personal earnings, and English ability of the Hispanic population could be really useful for marketers in determining the needs of the Hispanic consumer.
African-American Market
The average African-American is characterised as basically between 18-64 years old. More specifically, the data indicate that most of the members of this minority are aged in their mid 30s. It has also noted that 281,421,906 African-Americans lived in the country in 2000. In that number, 49% is in the labour force. Nevertheless, the data have also indicated that 12% of the African-American population lives below the poverty line. This means that regardless of the high percentage of the population being employed, there is a possibility that a part of these employed individuals still live below the poverty line. This shows the buying power of the African-American market.
Asian-American Market
The website indicated that the average Asian-American household earns over sixty thousand dollars annually. This shows that this minority group tends to be among the more affluent ones in the US. However, the website also indicated that there are 9.8% of the Asians in the US who are under the poverty line. This low level of percentage in poverty may have been attributable to the high rates of frequency of those who have graduated in high school (86%) and earned their degree (20%). This relatively high educational attainment tends to give Asians in the US reputable work 47% of them are employed and occupies positions like financial managers, engineers, teachers, and nurses. In the same time, 1.1 million businesses in the US are owned by Asians. This shows that this minority group tend to have disposable resources to spend on consumer and even luxury products.
Hispanic-American Market
The Hispanic population have a considerably high rate of poverty as 22.6% of their population lives under the poverty line. In the same regard, marketers must also realise that the Hispanic-American market tends to have some sort of collectivist attribute as 46.6% and 26.6% of the population tends to be composed of families 3-4 people and five or more people respectively. This means that the buying behaviour of the Hispanic-American market could depend on the availability of resources and the needs of the household.
Credit:ivythesis.typepad.com
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