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Created with Fabric.js 1.4.5 of Her Device of Choice 57% Devices used to access the Internet past 30 days Heavy traditional media users First black licensed pilot in the worldBESSIE COLEMAN 62% Of black women believe embracing and supportingtheir ethnic culture is important Expect companies they support to give backto the community in a meaningful way 59% Community Builders Health & Wellness Her Buying Style A fearless journey.... Graduate college or more 1921 First black woman elected to CongressSHIRLEY CHISHOLM "The mother of the freedom movement" Civil Rights activist ROSA PARKS 1955 - 2005 1969-1983 First black president of an Ivy League institution (Brown University)RUTH SIMMONS 2001-2012 First black woman in Olympic history tobecome the individual all-aroundchampion GABBY DOUGLAS 2009 2012 Continuing to Grow Strong First African-American First Lady of the United States MICHELLE OBAMA 23 55% MILLION 45% 52% of Total AA Population Median Age 13% of the U.S. Female Population $50K+ Median HHI of $1 Trillion Buying Power 48% Any Children 174 112 81 69 65 111 86 90 127 86 89 81 98 145 120 78 85 91 127 OUTDOOR OUTDOOR OUTDOOR 76 74 82 121 146 136 - 59% used a social networking site past 30 days MAGAZINES A Social Maven - 2x more likely to spend more than 3 hours on Social Networking sites in an average day than GM - 40% more likely to use a daily deal App (Groupon, Livingsocial, Etc.) than GM 22% 45% - 80% more likely to tell their friends about a product if they liked it 45% Find online ads useful for new products andservices 30% Driving the Entrepreneurial Train 1.1 MILLION More likely to believe diversity in advertising is important Black women business owners in the U.S. today = of all African American-owned businesses Employing large numbers of workers 43% Source: 2014 GfK MRI Doublebase/consumer Innovator, THV11 Black Women Become Entrepreneurs 6 Times Faster Than National Average Report, Nielsen: The Essence of Black Women Consumer report, 2014 and Wikepedia - 54% buy the brands I grew up with, the ones parents used - 52% my children have a significant impact on the brands I choose - 78% my #1 goal when shopping is to save as much money s possible 49% Any Agree 27% 87 - 35% enjoy wandering store to discover new products 43% Married 32% Graduated college or more 44 33% are Millennials
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