Table of Contents
Executive Summary
-
- Market factors
- Multicultural population
-
- Figure 1: Population, by race/Hispanic origin, 1970-2020
- Purchasing power by race/Hispanic origin
-
- Figure 2: Purchasing power, by race/Hispanic origin, 1990-2015
- Median household income
-
- Figure 3: Median household income, by race/Hispanic origin of householder, 2008-2010
- The consumer
- Major life events
-
- Figure 4: Top five life events currently taking place in consumer’s life, by race/Hispanic origin for those aged 18-24, January 2012
- Figure 5: Top five life events currently taking place in consumer’s life, by race/Hispanic origin for those aged 25-34, January 2012
- Economic concerns
-
- Figure 6: Issues that concern young adults, by race/Hispanic origin and gender, January 2012
- Hobbies and interests
-
- Figure 7: Top five activities enjoyed during free time, by race/Hispanic origin and gender, January 2012
- The impact of technology
- Number of hours spent online
-
- Figure 8: Number of hours spent on the internet per week, by race/Hispanic origin and gender, January 2012
- Changes in lifestyle
-
- Figure 9: Key lifestyles and the internet, by race/Hispanic origin, April 2011-November 2011
Issues in the Market
-
- What factors shape the main concerns of multicultural young adults?
- What is the internet’s impact on the lives of multicultural young adults and what factors shape it?
- How is new technology changing how multicultural young adults use their free time?
- What factors can help optimize marketing effectiveness to multicultural young adults?
Insights and Opportunities
-
- Welcoming consumers to collaborate on generating ad material
- Emphasizing themes and life events that cut across differences
- Noting and celebrating the power and influence of minority cultures
Inspire Insights
-
- Trend: “Girly Men”
- Trend: “Immaterial World”
The Multicultural Young Adult
-
- Key points
- Life events
- Current life events related to education, career, and travel
-
- Figure 10: Career life events related to career and education in consumer's life, by race/Hispanic origin and age, January 2012
- Figure 11: Career life events related to career and education in consumer's life, by race/Hispanic origin and age, January 2012
- Current life events related to finance, marriage, and children
-
- Figure 12: Current life events related to family and financial planning, taking place in consumer's life, by race/Hispanic origin and age, January 2012
- Figure 13: Current life events related to family and financial planning, taking place in consumer's life, by race/Hispanic origin and age, January 2012
- Future life events
-
- Figure 14: Life events planning for in the future, by race/Hispanic origin and age, January 2012
-
- Figure 15: Life events planning for in the future, by race/Hispanic origin and age, January 2012
- Issues that concern young adults
-
- Figure 16: Issues that concern young adults, by race/Hispanic origin and gender, January 2012
- Figure 17: Issues that concern young adults, by race/Hispanic origin and gender, January 2012
- Overview of CHAID analysis
- U.S.-born women are the most concerned about the economy
-
- Figure 18: CHAID analysis of multicultural young adults that are concerned by the state of the economy, tree output, May 2012
- Women are more concerned than men on job and employment prospects
-
- Figure 19: CHAID analysis of multicultural young adults that are concerned about job or employment prospects, tree output, May 2012
-
- Figure 20: Marketing to young adults– CHAID–Table output, May 2012
Online and Media
-
- Key points
- Number of hours spent on the internet
-
- Figure 21: Number of hours spent on the internet, by race/Hispanic origin and gender, January 2012
-
- Figure 22: Number of hours spent on the internet, by race/Hispanic origin and gender, January 2012
- Frequency of connecting to the internet through various devices
-
- Figure 23: Frequency of connecting to the internet through various devices, by race/Hispanic origin and gender, January 2012
- Figure 24: Frequency of connecting to the internet through various devices, by race/Hispanic origin and gender, January 2012
- The internet’s impact on lifestyle
-
- Figure 25: Lifestyles and the internet, by race/Hispanic origin, April 2011-November 2011
- Online activities
- Music and videos
-
- Figure 26: Online activities and frequency regarding music and video, by race/Hispanic origin and gender, January 2012
-
- Figure 27: Online activities and frequency regarding music and video, by race/Hispanic origin and gender, January 2012
- Product research and purchase
-
- Figure 28: Online activities and frequency regarding product research and online purchase, by race/Hispanic origin and household income, January 2012
- Figure 29: Online activities and frequency regarding product research and online purchase, by race/Hispanic origin and household income, January 2012
- Blogs and brands on social media
-
- Figure 30: Online activities and frequency regarding blogs and brands on social media, by race/Hispanic origin and gender, January 2012
- Figure 31: Online activities and frequency regarding blogs and brands on social media, by race/Hispanic origin and gender, January 2012
- Online communities as brand influencers
-
- Figure 32: Online activities and frequency regarding online communities as brand influencers, by race/Hispanic origin and gender, January 2012
-
- Figure 33: Online activities and frequency regarding online communities as brand influencers, by race/Hispanic origin and gender, January 2012
- Media
- Attitudes toward the media
-
- Figure 34: Attitudes toward media, by race/Hispanic origin, April 2011-November 2011
- Special interest websites visited
-
- Figure 35: Special interest websites visited and frequency, by race/Hispanic origin, January 2012
Technology
-
- Key points
- Positive attitudes toward tech widespread, with Asians at vanguard
-
- Figure 36: Positive attitudes/interests related to technology, by race/Hispanic origin, April 2011-November 2011
- Asians most likely to feel comfortable with tech and embrace change
-
- Figure 37: Negative attitudes/doubts related to technology, by race/Hispanic origin, April 2011-November 2011
- Researching and shopping for tech products varies by ethnicity
-
- Figure 38: Shopping, information, and advice related to technology, by race/Hispanic origin, April 2011-November 2011
- Items owned or planned to purchase
- Television
-
- Figure 39: Television items owned or planned to purchase, by race/Hispanic origin and household income, January 2012
- Figure 40: Television items owned or planned to purchase, by race/Hispanic origin and household income, January 2012
- Music
-
- Figure 41: Music items owned or planned to purchase, by race/Hispanic origin and gender, January 2012
- Figure 42: Music items owned or planned to purchase, by race/Hispanic origin and gender, January 2012
- Computers, e-readers, and tablets
-
- Figure 43: Computers, e-readers, and tablets owned or planned to purchase, by race/Hispanic origin and household income, January 2012
- Figure 44: Computers, e-readers, and tablets owned or planned to purchase, by race/Hispanic origin and household income, January 2012
- Video players and cable TV
-
- Figure 45: Video players and cable TV owned or planned to purchase, by race/Hispanic origin and gender, January 2012
-
- Figure 46: Video players and cable TV owned or planned to purchase, by race/Hispanic origin and gender, January 2012
- Cell phone and smartphones
-
- Figure 47: Cell phone and smartphones owned or planned to purchase, by race/Hispanic origin and household income, January 2012
- Figure 48: Cell phone and smartphones owned or planned to purchase, by race/Hispanic origin and household income, January 2012
Hobbies and Interests
-
- Key points
- Activities enjoyed during free time
-
- Figure 49: Activities enjoyed during free time, by race/Hispanic origin and gender, January 2012
- Figure 50: Activities enjoyed during free time, by race/Hispanic origin and gender, January 2012
- Sports
- Sporting goods
-
- Figure 51: Sporting goods, by race/Hispanic origin, April 2011-November 2011
- Sports viewed
-
- Figure 52: Sports interest, by race/Hispanic origin, April 2011-November 2011
- Movies
- Attendance and frequency
-
- Figure 53: Likelihood of going to the movies and frequency, by race/Hispanic origin, April 2011-November 2011
- Type of movies viewed
-
- Figure 54: Type of movies viewed, by race/Hispanic origin, April 2011-November 2011
- Movie viewing habits of teens
-
- Figure 55: Teens’ movie attendance in the past six months, by race/Hispanic origin, April 2010 - June 2011
- Figure 56: Teens’ frequency of movie attendance in the past six months, by race/Hispanic origin, April 2010 - June 2011
- Music
-
- Figure 57: Music preference, by race/Hispanic origin, April 2011-November 2011
- Books
- Books (not e-books)
-
- Figure 58: Books (not e-books), by race/Hispanic origin, April 2011-November 2011
- E-books
-
- Figure 59: E-books, by race/Hispanic origin, April 2011-November 2011
- Dining and restaurant reviews
-
- Figure 60: Online activities and frequency related to dining out, by race/Hispanic origin and household income, January 2012
-
- Figure 61: Online activities and frequency related to dining out, by race/Hispanic origin and household income, January 2012
Shopping and Advertising
-
- Key points
- Attitudes toward shopping and advertising
-
- Figure 62: Attitudes toward shopping and advertising, by race/Hispanic origin and age, January 2012
-
- Figure 63: Attitudes toward shopping and advertising, by race/Hispanic origin and age, January 2012
- Online activities related to advertising
-
- Figure 64: Online activities and frequency related to advertising, by race/Hispanic origin and age, January 2012
- Figure 65: Online activities and frequency related to advertising, by race/Hispanic origin and age, January 2012
- Shopping influencers
-
- Figure 66: Shopping influencers, by race/Hispanic origin, April 2011-November 2011
- Attitudes toward advertising
-
- Figure 67: Attitudes toward advertising, by race/Hispanic origin, April 2011-November 2011
Marketing Strategies
-
- Key points
- Television
- Allstate reaches out to Blacks with “Quotes for Education” program
-
- Figure 68: All state insurance, “Quotes for Education”, December 2011
- American Airlines showcases Black female military personnel in patriotic ad
-
- Figure 69: American Airlines, January 2012
- Coca-Cola homes in on working-class, soccer-loving Hispanics
-
- Figure 70: Coca-Cola soccer ad, June 2011
- General Mills offers vision of bright, attractive middle-class Hispanic mom
-
- Figure 71: Fiber one, Spanish-language TV ad, January 2012
- Ethnically diverse celebrity “masters of style” groom and party in Gillette ad
-
- Figure 72: Gillette, April 2012
- Walmart homes in on Chinese shoppers with Mandarin-language ad
-
- Figure 73: Walmart, Mandarin-language TV ad, December 2011
- Online
- McDonald’s offers microsites tailored to Hispanics, Blacks, and Asians
- Hispanic microsite
-
- Figure 74: MeEncanta.com
- Black microsite
-
- Figure 75: 365Black.com
- Asian microsite
- Nestlé launches dedicated website and Facebook campaign for Hispanics
- Other companies with multibrand platforms and dedicated websites
U.S. Multicultural Population
-
- Key points
- U.S. population by race/Hispanic origin
-
- Figure 76: Population by race/Hispanic origin, 2006-16
-
- Figure 77: Population, by race/Hispanic origin, 1970-2020
-
- Figure 78: Asian, Black, and Hispanic populations, 1970-2020
- Purchasing power by race/Hispanic origin
- The Black consumer
- The Hispanic consumer
- The Asian consumer
-
- Figure 79: U.S. Purchasing power, by race/Hispanic origin, 1990-2015
- Figure 80: Graph: Purchasing power, by race/Hispanic origin, 1990-2015
- U.S. population by age
- Population by age
-
- Figure 81: U.S. Population, by age, 2006-16
- Black population by age
-
- Figure 82: U.S. Black population, by age, 2006-16
- Hispanic population by age
-
- Figure 83: U.S. Hispanic population, by age, 2006-16
- Asian population by age
-
- Figure 84: U.S. Asian population by age, 2006-16
- Household size
-
- Figure 85: Average household size, by race/Hispanic origin of householder, 2001 and 2008
- Households with children
-
- Figure 86: Households with children by race/Hispanic origin of householder, 2011
- Median household income
-
- Figure 87: Median household income, by race/Hispanic origin of householder, 2008-10
- Economic factors
-
- Figure 88: Average unemployment rates, by race/Hispanic origin 2007-12
- Country of origin/heritage
- Blacks
- African immigrants
- Caribbean immigrants
- Geographic location
- Hispanics
-
- Figure 89: Hispanic population, by type, 2000-10
- Figure 90: Graph: Hispanics, by country of origin/heritage, 2010
- Asian ethnic groups
-
- Figure 91: U.S. Asian population, by nationality/ancestral group, 2008
Appendix—Other Useful Consumer Tables
-
-
- Figure 92: Movie theaters visited in the past six months, by race/Hispanic origin, April 2010 - June 2011
-
- Figure 93: Attitudes toward shopping and advertising, by race/Hispanic origin and gender, January 2012
-
- Figure 94: Attitudes toward shopping and advertising, by race/Hispanic origin and gender, January 2012
-
Appendix—Trade Associations
Back to top