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African-American Consumers Display More Brand Loyalty Than Caucasians

August 15, 2012: 12:00 AM EST
African-American consumers show significantly higher brand loyalty compared with their Caucasian counterparts, according to a study by NewMediaMetrics. Results of the survey, which focused on the emotional attachment of the two consumer segments, aged 18–54, revealed 73 percent of about 350 brands received higher attachment scores from African-Americans. Data show that African-American consumers are more attached than Caucasians to brands, such as Lexus, General Motors, Google, Fidelity, Slim Fast, UPS, Tide, Pampers, Jell-O, Doritos, and Oreos. The top 10 brands in terms of loyalty from African-American consumers include luxury car and technology and feminine personal care.
"African-Americans Show More 'Love' to Brands Than Caucasians", Marketwire, August 15, 2012, © Marketwire, Incorporated
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