Audience Report. Multicultural INSIGHTS & TRENDS

Transcription

1 Audience Report Multicultural INSIGHTS & TRENDS

2

3 Foreword As an industry leader in finding and delivering audiences, we feel it s our job, or more aptly, our duty, to keep our clients and prospective clients educated on new topics, trends, and audiences, as they come to the forefront. We ve identified U.S. multicultural consumers as a quickly growing audience segment that is an emerging force in the market, with increasingly aggressive buying power. This audience report is designed to keep you in-the-know about the youngest and fastest-growing segment of the U.S. population, focusing specifically on the three largest groups: Hispanics, Blacks, and Asians. Veronica Amus Integrated Research Analyst MNI Targeted Media Inc. 2

4 Foreword As you enjoy this deck, here are some key definitions to keep in mind, as deemed by the U.S. Census Bureau: Hispanic Black Asian White Non-Hispanic Refers to a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin, regardless of race. A person having origins in any of the Black racial groups of Africa. It includes people who indicate their race as Black or African American, or report entries such as African American, Kenyan, Nigerian, or Haitian. A person having origins in any of the original peoples of the Far East, Southeast Asia, or the Indian subcontinent, including, for example, Cambodia, China, India, Japan, Korea, Malaysia, Pakistan, the Philippine Islands, Thailand, and Vietnam. A person having origins in any of the original peoples of Europe, the Middle East, or North Africa. It includes people who indicate their race as White or report entries such as Irish, German, Italian, Lebanese, Arab, Moroccan, or Caucasian. White (NHW) Includes people who reported White and no other race group and did not report being of Hispanic origin. 3

5 What is MUL TI CUL TUR AL? of, relating to, or representing several different cultures or cultural elements: a multicultural society. 4

6 THE New MAINSTREAM TV SHOWS LAUNCHED IN THE LAST FEW YEARS RECENT MULTICULTURAL MOVIES POPULAR CUISINES IN THE PAST TWO YEARS FOOD ITEMS- MOST POPULAR: > One Day at a Time > Moonlight Chipotle > Sriracha > Insecure > Hidden Figures Qdoba > Matcha Tea > Empire > Moana P.F. Chang s > Prepared Sushi > Master of None > The Goldbergs > The Handmaiden > Fences are just a few companies making a name for themselves. > Ramen 5

7 GROWING AND Growing Fast MULTICULTURALS ARE THE FASTEST GROWING SEGMENT OF THE U.S. POPULATION. Hispanics, Blacks, Asians, and all other multiculturals currently make up 38% of the total U.S. population. CA NM HI TX D.C. The populations of these places are already Source: Nielsen, over 50% multicultural. 6

8 A FOUNTAIN OF Each successive U.S. generation is becoming more culturally Youthdiverse, with the Gen Z population creeping up to the tipping point. GI Gen % 83.1% % 78.2% Boomers % 75.7% 29.6% 70.4% Gen X AGES % 65.0% 39.7% 60.3% Millennials % 55.5% 43.8% 56.2% Gen Z < % 53.8% 50.8% 49.2% Source: Nielsen, % Multicutural (All Other) % Non-Hispanic White (NHW) 7

9 MULTICULTURALS ARE Super Consumers, SPENDING $3.4 Trillion Annually Source: Nielsen,

10 Who ARE THEY? Hispanics U.S. Audience Size: 56,000,000* Median Age: 27 Median HHI: $44,254 Blacks U.S. Audience Size: 44,000,000* Median Age: 31 Median HHI: $36,474 Asians U.S. Audience Size: 19,000,000* Median Age: 35 Median HHI: $86,147 *Population for a single race alone or in mixed-race combination. Source: Nielsen, 2015.; GfK MRI, Spring

11 SPOTLIGHT: Hispanics IN THE U.S.A. 10

12 Hispanics: WHERE CAN YOU FIND THEM? 52% of U.S. Hispanics live in these top 10 cities. San Francisco 1,120,000 Chicago 1,275,000 New York 3,463,000 Source: GfK MRI Market-by-Market, Los Angeles 5,629,000 Phoenix 849,000 San Antonio 938,000 Houston 1,620,000 McAllen 849,000 Dallas 1,207,000 Miami 1,128,000 11

13 Who Are They? FAMILY TECHNOLOGY HERITAGE Top CPG items purchased by Hispanics: Vegetables & Grains (Dried) Hot Sauce Books & Magazines Hair Care Source: Nielsen,

14 Who Are They? FAMILY TECHNOLOGY HERITAGE Most trusted media (by index): Internet *Based on the top quintile for each medium. Source: Nielsen, Magazines Radio Newspaper TV 13

15 Online AFFINITIES Hispanics 78% use the internet, averaging 20 hours online per week. 2x more likely to use Tumblr compared to Non-Hispanic Whites. 3x more likely to use Instagram compared to Non-Hispanic Whites. 35% make purchases online. 75% own a smartphone. 67% use social media. Source: Nielsen, 2015.; GfK MRI, Spring

16 Offline AFFINITIES Hispanics 68% of Hispanics read magazines. They average nine issues per month. 49% read magazines to keep up-to-date with the latest trends. 41% turn to magazines for good ideas. Source: Nielsen, 2015.; GfK MRI, Spring

17 SPOTLIGHT: Blacks IN THE U.S.A. 16

18 Blacks: WHERE CAN YOU FIND THEM? 43% of U.S. Blacks live in these top 10 cities. Los Angeles 1,023,000 Dallas 729,000 Chicago 1,231,000 St. Louis 686,000 Detroit 789,000 Atlanta 1,353,000 New York 2,725,000 Philadelphia 1,121,000 Baltimore 539,000 Washington, D.C. 1,146,000 Source: GfK MRI Market-by-Market,

19 Who Are They? INSPIRE TECHNOLOGY CULTURE-DRIVEN Top CPG items purchased by Blacks: Hair & Beauty Aids Hot Sauce Meat, Poultry, & Frozen Seafood Men s Toiletries Source: Nielsen,

20 Who Are They? INSPIRE TECHNOLOGY CULTURE-DRIVEN Media usage (by index): Internet Magazines Radio Newspapers TV *Based on the top quintile for each medium. Source: Nielsen,

21 Online AFFINITIES Blacks 79% use the internet, averaging 23 hours online per week. 2.5x more likely to use Tumblr compared to Non-Hispanic Whites. 2.5x more likely to use Instagram compared to Non-Hispanic Whites. 35% make purchases online. 73% own a smartphone. 66% use social media. Source: Nielsen, 2015.; GfK MRI, Spring

22 Offline AFFINITIES Blacks 79% of Blacks read magazines. They average 12 issues per month. 50% read magazines to keep up-to-date with the latest trends. 34% read magazines to learn something. Source: Nielsen, 2015.; GfK MRI, Spring

23 SPOTLIGHT: Asians IN THE U.S.A. 22

24 Asians: WHERE CAN YOU FIND THEM? 63% of U.S. Asians live in these top 10 cities. San Francisco 1,233,000 Los Angeles 1,023,000 Seattle 447,000 Sacramento 277,000 San Diego 276,000 Houston 729,000 Chicago 296,000 Boston 175,000 New York 796,000 Washington, D.C. 1,146,000 Source: GfK MRI Market-by-Market,

25 Who Are They? IDENTITY ECO-FRIENDLY INTERGENERATIONAL Top CPG items purchased by Asians: Asian Noodles Vegetables & Grains (Dried) Photographic Supplies Disposable Diapers Source: Nielsen,

26 Who Are They? IDENTITY ECO-FRIENDLY INTERGENERATIONAL Asian media usage (by index): Internet Magazines Radio TV Newspapers *Based on the top quintile for each medium. Source: Nielsen,

27 Online AFFINITIES Asians 90% use the internet, averaging 26 hours online per week. 2x more likely to use Tumblr compared to Non-Hispanic Whites. 2x more likely to use Twitter compared to Non-Hispanic Whites. 57% make purchases online. 79% own a smartphone. 66% use social media. Source: Nielsen, 2015.; GfK MRI, Spring

28 Offline AFFINITIES Asians 70% of Asians read magazines. They average nine issues per month. 48% read magazines to keep up-to-date with the latest trends. 40% read magazines to learn something new. Source: Nielsen, 2015.; GfK MRI, Spring

29 Let s Compare Hispanics Smartphone Owners: 75% Laptop/Desktop Owners: 68% Median HHI: $44,254. Blacks Smartphone Owners: 73% Laptop/Desktop Owners: 64% Median HHI: $36,474 Asians Smartphone Owners: 79% Laptop/Desktop Owners: 89% Median HHI: $86,147 *Population for a single race alone or in mixed-race combination. Source: GfK MRI, Spring

30 Marketing to MUL TI CUL TUR ALS 29

31 Mattel June 2015 saw introduction of the Fashionista doll line, featuring 8 skin tones, 14 different faces, 18 eye colors, 22 hairstyles, and 23 hair colors. You Can Be Anything campaign includes a series of unscripted commercials featuring young girls pretending to be professionals in real-life settings. Watch the commercial at youtube.com/watch?v=l1vnsqbnakk Strategies: Win over Millennial moms (and dads, too) by encouraging young girls to go after their dreams. Use different social media platforms to push the message to an audience who is constantly glued to their devices. 30

32 Why it Worked Mattel A large population of Millennial parents are multicultural, and an even larger portion of their children are as well, so incorporating multicultural dolls into their growing lineup hits home with them. Multiculturalism is the norm for Barbie s target market. These moms and their children don t find multiculturalism to be anything out of the ordinary; it s their way of life, which is why it connects so well with the consumers. 31

33 Target Target launched a campaign in 2015 to connect with Hispanic customers in the U.S. Skeletown Square, a promotional event in Los Angeles, incorporated both American and Hispanic traditions. Strategy: Target reached out to Latina bloggers in the L.A. area, asking them to share their holiday traditions and to engage in social media using the hashtag #FrightfulFiesta. Results: Over three million media impressions, including 1.8 million impressions from social media outlets, were generated between October 29 th and November 5 th. 32

34 Why it Worked Target With the multicultural population over 50% in California, Target chose the right location to set up Skeletown Square. Incorporating social media and hashtags throughout the event provided opportunities for attendees to upload images and posts while they were there, encouraging a large social media presence. 33

35 Multicultural Consumers ARE HERE TO STAY. Here are four key takeaways for the multiculturally-minded marketer. 34

36 1 MULTICULTURAL CONSUMERS ARE becoming the majority in younger generations. 35

37 2 MULTICULTURAL CONSUMERS ARE IN THEIR prime family-building Years, so they re making product choices and brand attachments for the long term. 36

38 3 MULTICULTURAL CONSUMERS ARE trendsetters who use technology & social media to explore new ideas and create their evolving identities. 37

39 4 COMPANIES THAT INTEGRATE MULTICULTURAL INSIGHTS INTO THEIR marketing strategies will reap the most profitable return on their investment. 38

40 DO YOU need help getting your message to reach today s multicultural audiences? See how the MNI Targeted Media Inc. team can place your ad where multiculturals will be sure to see it! VISIT US AT mnitm.com 2017 MNI Targeted Media Inc. A Time Inc. Company 225 High Ridge Road, Stamford, CT mnitm.com