Black America Today provides a fresh look at more than 30 million African-Americans -- based on the most detailed snapshot ever of African American life. Finding strong group identity around culture and traditions, the study sheds light on and shatters myths about who we are as a community.

The study's sponsor, Radio One, is the leading media company focused on understanding African Americans. It is committed to demonstrating the power of the Black community - as thinkers, activists, consumers and citizens - and to reflecting the texture and diversity of our community, which often gets lost in mainstream portrayals of Black Americans. Because of its commitment to Black America, Radio One engaged Yankelovich, a nationally respected research firm, to conduct the largest segmentation study ever done of African Americans, a study that highlights what holds Black America together and what makes it diverse.

This top-line summary report includes insight into Black America's feelings about their future, past and present as well as details on their relationship with media, advertising and technology. Download a Summary of the Study.

A key finding of the report is the segmentation of African Americans based on underlying patterns in consumer attitudes, opinions and behaviors - that are revealing, differentiating, strategic, interesting and provocative. These patterns reveal people in a richer light - which helps serve them more effectively - and allows more efficient targeting of products and services.

Yankelovich found 11 distinct Segments among almost 30 million Black Americans. The chart below illustrates these segments.

This study also helps each of us to understand which segment we fit in by providing an assessment tool to evaluate our interests and behaviors. There are 11 distinct groups or 'segments' that differentiate 13-74 year old Blacks and African- Americans. These summary reports highlight the essential similarities and differences. Download more details on specific segments.

Which segment are you in? To find out Click Here.

Fact Sheets
The 7 ‘fact’ sheets focus on specific categories such as ‘New Media’, ‘Teens’, ‘Religion and Social Views’ etc.  They are particularly helpful if read after the Summary report. Download Fact Sheets.

Whether you are an entrepreneur, consumer, or professional marketer, this study will help you to better understand the rich diversity among Black Americans.