The District Chronicles

Issue date: 7/27/08 Section: Cover

(NNPA) - According to one of the largest-ever studies of Black America, 70 percent of African Americans already have a plan for their future. The results of the survey were recently released by Radio One Inc., the study's sponsor, and Yankelovich, the Chapel Hill-based research firm.

The survey of 3,400 African Americans between 13 and 74 years of age, the only study to include Black teens and seniors, also found that 54 percent were optimistic about their future and 60 percent believe ''things are getting better for me.''

Released in late June, the study provides the most detailed snap shot of African-American life in the United States today, and finds strong group identity across age and income brackets. It also discloses a comprehensive and nuanced look at how African Americans feel about many aspects of life in America, and cautions against a simplistic reading of Black America as a monolithic group.

In fact, it shows that Blacks are divided evenly on how they liked to be described, with 42 percent (who are more likely to be affluent) preferring to be called ''Black'' and 44 percent preferring ''African American.''

The survey, representing nearly 30 million Black Americans, identified 11 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 Radio One board, said. ''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.''

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