The survey, representing nearly 30 million Black Americans, identified eleven specific segments within Black America today, ranging from Connected Black Teens, Digital Networkers and Black Onliners at the younger end, to Faith Fulfills, Broadcast Blacks and Boomer Blacks at the older end.

The segmentation analysis identifies differences in Black America regarding everything from what it means to be Black today, perceptions about African American history and expectations for the future of Blacks, to consumer trends, media preferences and
confidence in key institutions (such as the church, government, financial services companies and the media).

For instance, among the Connected Black Teens segment, 25 percent are saving to start a business. Yet, among Digital Networkers, the majority of whom are in their 20s, 45 percent are already saving for retirement.

“While people are less inclined these days to think that all Blacks are the same, they really do not understand the diversity within the African American community,” Catherine Hughes, Founder and Chairperson of the Board, said. “Blacks share many
commonalities regardless of age, income and geography, but there are also differences -- that suggest a new understanding of the past and a more optimistic sense of the future. We’re confident that Black Americans – and all Americans – will find the results of the survey useful and in some cases surprising, given perceptions about Black life that are still pervasive in our country.”

Alfred C. Liggins, CEO and President, explained that Radio One commissioned Yankelovich to conduct the study to learn more about what Black Americans are thinking today about all aspects of their lives, including their hopes for the future, their fears, the
institutions they love and hate, how they get information, whether they are plugged into the Internet, and what they want for themselves and their children.