How Black Consumers Economize Compared to Non-Black ConsumersTags: brands, consumer, expenditures, shopping

SUBMITTED BY: BIGinsights American Pulse™ Survey

Consumers were asked what items are “Expendable,” meaning they can live without them, and which are “Untouchable,” meaning they CANNOT live without them. Respondents evaluated a range of purchases from a daily cup of coffee to cell phone service. The analysis of Black vs. Non-Black Consumers shows that expenses such as a maid service, high end purchases and club memberships top the list of “Expendable” items for both consumer groups.

When it comes to those “Untouchable” expenditures, Black and Non-Black Consumers appear to agree that Internet, basic cell phone service and basic cable are luxuries they cannot live without. More than a third of Black Consumers (37.1%) also said an upgraded mobile device (smartphone/tablet) was “Untouchable,” despite the economy, compared to 24.6% of Non-Black Consumers.

The American Pulse™ Survey is collected online by BIGinsight™ twice a month. The survey is conducted to find out what Americans really think and feel about topics like politics, religion, pop culture and the economy…just to name a few. American Pulse provides a platform for participants to voice their true opinions about real and timely issues in our society.

This BIGinsight American Pulse Survey was conducted in December 2011 among more than 6,000 shoppers.