Unique insight into the characteristics of the largely-untapped African immigrant consumer market in the USA has been revealed following research by New American Dimensions and the US African Chamber of Commerce.

The segment has a purchasing power estimated to be worth $50 billion and growing. The consumers maintain connections to their friends and families in their native countries and maintain ties to native traditions, including food, music and entertainment.

David Morse, president/CEO of New American Dimensions, said: "There are more than 1.4 million Africans living in the US and these consumers possess very high educational attainment and incomes. Additionally, this is a segment with a powerful sense of identity and pride in being African.”

Martin Mohammed, president of the US African Chamber of Commerce, added: “This is a growing consumer segment within the multicultural market – one that cannot be overlooked.”

Highlights of the study are available at: www.newamericandimensions.com and www.usafricanchamber.org