insights & trends - thought leadership · incorporating social media and hashtags throughout...
TRANSCRIPT
Audience Report
INSIGHTS Multicultural
& TRENDS
ForewordAs 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.
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As you enjoy this deck, here are some key definitions to keep in mind, as deemed by the U.S. Census Bureau:
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.
Includes people who reported White and no other race group and did not report being of Hispanic origin.
ForewordHispanic Black Asian White Non-Hispanic
White (NHW)
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What isMUL TI CUL TUR AL?of, relating to, or representing several different cultures or cultural elements: a multicultural society.
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THE
MAINSTREAMNew
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
> Insecure
> Empire
> Master of None
> The Goldbergs
> Moonlight
> Hidden Figures
> Moana
> The Handmaiden
> Fences
> Sriracha
> Matcha Tea
> Prepared Sushi
> Ramen
Chipotle
Qdoba
P.F. Chang’s
are just a few companies making a name for themselves.
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GROWING AND
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.
Growing FastCA
NM
TX
D.C.
HI
The populations of these places are already
over 50%multicultural.
Source: Nielsen, 2015.
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A FOUNTAIN OF
Each successive U.S. generation is becoming more culturally diverse, with the Gen Z population creeping up to the tipping point.Youth
GI Gen
Boomers
Gen X
Millennials
Gen Z
80+ 16.9% 83.1%
29.6% 70.4%
43.8% 56.2%
21.8% 78.2%
35.0% 65.0%
46.2% 53.8%
24.3% 75.7%
44.5% 55.5%
39.7% 60.3%
50.8%% Multicutural (All Other)
49.2%% Non-Hispanic White (NHW)
60–69
45–50
30–39
10–19
70–79
50–60
40–44
20–29
<10
AG
ES
Source: Nielsen, 2015.
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SPENDING
MULTICULTURALS ARE
Super Consumers,
$3.4 Trillion AnnuallySource: Nielsen, 2015.
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WhoARE THEY?
*Population for a single race alone or in mixed-race combination. Source: Nielsen, 2015.; GfK MRI, Spring 2015.
Blacks AsiansHispanicsU.S. Audience Size: 56,000,000*
Median Age: 27
Median HHI: $44,254
U.S. Audience Size: 44,000,000*
Median Age: 31
Median HHI: $36,474
U.S. Audience Size: 19,000,000*
Median Age: 35
Median HHI: $86,147
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SPOTLIGHT:
HispanicsIN THE U.S.A.
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Hispanics:52%
WHERE CAN YOU FIND THEM?
San Francisco 1,120,000
Phoenix 849,000
McAllen 849,000
Miami 1,128,000
Chicago 1,275,000 New York
3,463,000
Houston 1,620,000
San Antonio 938,000
Dallas 1,207,000
Los Angeles 5,629,000
of U.S. Hispanics live in these top 10 cities.
Source: GfK MRI Market-by-Market, 2014.
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Who Are They?FAMILY • TECHNOLOGY • HERITAGE
Source: Nielsen, 2015.
Top CPG items purchased by Hispanics:
Vegetables & Grains (Dried)
Hot Sauce Books & Magazines
Hair Care
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*Based on the top quintile for each medium.Source: Nielsen, 2015.
Most trusted media (by index):
Internet
200 135 8942 25
Magazines Radio Newspaper TV
FAMILY • TECHNOLOGY • HERITAGEWho Are They?
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OnlineAFFINITIES
Source: Nielsen, 2015.; GfK MRI, Spring 2015.
78% use the internet, averaging 20 hours online per week.
35% make purchases online.
75% own a smartphone. 67% use social media.
2x more likely to use Tumblr compared to Non-Hispanic Whites.
3x more likely to use Instagram compared to Non-Hispanic Whites.
Hispanics
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OfflineAFFINITIES
68% of Hispanics read magazines.
49% read magazines to keep up-to-date with the latest trends.
They average nine issues per month.
41% turn to magazines for good ideas.
Hispanics
Source: Nielsen, 2015.; GfK MRI, Spring 2015.
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BlacksIN THE U.S.A.
SPOTLIGHT:
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Blacks:WHERE CAN YOU FIND THEM?
Atlanta 1,353,000
St. Louis 686,000
Detroit 789,000
Chicago 1,231,000
New York 2,725,000
Philadelphia 1,121,000
Baltimore 539,000
Washington, D.C. 1,146,000Dallas
729,000
Los Angeles 1,023,000
43%of U.S. Blacks live in these top 10 cities.
Source: GfK MRI Market-by-Market, 2014.
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INSPIRE • TECHNOLOGY • CULTURE-DRIVEN
Source: Nielsen, 2015.
Top CPG items purchased by Blacks:
Hair & Beauty Aids
Hot Sauce Meat, Poultry, & Frozen Seafood
Men’s Toiletries
Who Are They?
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INSPIRE • TECHNOLOGY • CULTURE-DRIVEN
*Based on the top quintile for each medium. Source: Nielsen, 2015.
Media usage (by index):
Internet Magazines Radio Newspapers TV
172 129 10539 26
Who Are They?
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OnlineAFFINITIES
Source: Nielsen, 2015.; GfK MRI, Spring 2015.
Blacks
79% use the internet, averaging 23 hours online per week.
35% make purchases online.
73% own a smartphone. 66% use social media.
2.5x more likely to use Tumblr compared to Non-Hispanic Whites.
2.5x more likely to use Instagram compared to Non-Hispanic Whites.
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OfflineAFFINITIES
79% of Blacks read magazines.
50% read magazines to keep up-to-date with the latest trends.
They average 12 issues per month.
34% read magazines to learn something.
Blacks
Source: Nielsen, 2015.; GfK MRI, Spring 2015.
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IN THE U.S.A.
SPOTLIGHT:
Asians
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Asians:WHERE CAN YOU FIND THEM?
San Diego 276,000
Sea�le 447,000
Chicago 296,000
Boston 175,000
New York 796,000
Washington, D.C. 1,146,000
Houston 729,000
Los Angeles 1,023,000
San Francisco 1,233,000
Sacramento 277,000
Source: GfK MRI Market-by-Market, 2014.
63%of U.S. Asians live in these top 10 cities.
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IDENTITY • ECO-FRIENDLY • INTERGENERATIONAL
Source: Nielsen, 2015.
Top CPG items purchased by Asians:
Asian Noodles Photographic Supplies
Disposable Diapers
Vegetables & Grains (Dried)
Who Are They?
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IDENTITY • ECO-FRIENDLY • INTERGENERATIONALAsian media usage (by index):
Internet Magazines Radio TV Newspapers168 92 57 46 44
Who Are They?
*Based on the top quintile for each medium. Source: Nielsen, 2015.
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OnlineAFFINITIES
Source: Nielsen, 2015.; GfK MRI, Spring 2015.
Asians
90% use the internet, averaging 26 hours online per week.
57% make purchases online.
79% own a smartphone. 66% use social media.
2x more likely to use Tumblr compared to Non-Hispanic Whites.
2x more likely to use Twitter compared to Non-Hispanic Whites.
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OfflineAFFINITIES
Source: Nielsen, 2015.; GfK MRI, Spring 2015.
70% of Asians read magazines.
48% read magazines to keep up-to-date with the latest trends.
They average nine issues per month.
40% read magazines to learn something new.
Asians
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Let’s Compare
Smartphone Owners: 75%
Laptop/Desktop Owners: 68%
Median HHI: $44,254.
Smartphone Owners: 73%
Laptop/Desktop Owners: 64%
Median HHI: $36,474
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 2015.
Blacks AsiansHispanics
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Marketing toMUL TI CUL TUR ALS
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MattelJune 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.
“
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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.
Mattel
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.
Why it Worked
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TargetTarget 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 29th and November 5th.
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With the multicultural population over 50% in California, Target chose the right location to set up Skeletown Square.
Target
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.
Why it Worked
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MulticulturalConsumers
ARE HERE TO STAY.Here are four key takeaways for the multiculturally-minded marketer.
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majority1MULTICULTURAL CONSUMERS ARE
in younger generations.
thebecoming
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2MULTICULTURAL CONSUMERS ARE IN THEIR
so they’re making product choices and brand attachments for the long term.
primeYears,family-building
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who use
MULTICULTURAL CONSUMERS ARE
to explore new ideas and create their evolving identities.
trendsetterstechnology & social media3
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COMPANIES THAT INTEGRATE MULTICULTURALINSIGHTS INTO THEIR
will reap the most profitable return on their investment.
marketingstrategies4
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