insights & trends - thought leadership · incorporating social media and hashtags throughout...

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.

—

2MNI Targeted Media Inc. | Multicultural Insights & Trends

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)


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


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.


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.


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



SPENDING

MULTICULTURALS ARE

Super Consumers,

$3.4 Trillion AnnuallySource: Nielsen, 2015.


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


SPOTLIGHT:

HispanicsIN THE U.S.A.


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.


Who Are They?FAMILY • TECHNOLOGY • HERITAGE


Top CPG items purchased by Hispanics:

Vegetables & Grains (Dried)

Hot Sauce Books & Magazines

Hair Care


*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?


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


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



BlacksIN THE U.S.A.

SPOTLIGHT:


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


43%of U.S. Blacks live in these top 10 cities.



INSPIRE • TECHNOLOGY • CULTURE-DRIVEN


Top CPG items purchased by Blacks:

Hair & Beauty Aids

Hot Sauce Meat, Poultry, & Frozen Seafood

Men’s Toiletries

Who Are They?


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?


OnlineAFFINITIES


Blacks




2.5x more likely to use Tumblr compared to Non-Hispanic Whites.

2.5x more likely to use Instagram compared to Non-Hispanic Whites.


OfflineAFFINITIES

79% of Blacks read magazines.


They average 12 issues per month.

34% read magazines to learn something.

Blacks



IN THE U.S.A.

SPOTLIGHT:

Asians


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


San Francisco 1,233,000

Sacramento 277,000


63%of U.S. Asians live in these top 10 cities.


IDENTITY • ECO-FRIENDLY • INTERGENERATIONAL


Top CPG items purchased by Asians:

Asian Noodles Photographic Supplies

Disposable Diapers

Vegetables & Grains (Dried)

Who Are They?


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.


OnlineAFFINITIES


Asians




2x more likely to use Tumblr compared to Non-Hispanic Whites.

2x more likely to use Twitter compared to Non-Hispanic Whites.


OfflineAFFINITIES


70% of Asians read magazines.


They average nine issues per month.

40% read magazines to learn something new.

Asians


Let’s Compare

Smartphone Owners: 75%

Laptop/Desktop Owners: 68%

Median HHI: $44,254.



Median HHI: $36,474



Median HHI: $86,147

*Population for a single race alone or in mixed-race combination. Source: GfK MRI, Spring 2015.

Blacks AsiansHispanics


Marketing toMUL TI CUL TUR ALS


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.

“


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


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.


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


MulticulturalConsumers

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


majority1MULTICULTURAL CONSUMERS ARE

in younger generations.

thebecoming


2MULTICULTURAL CONSUMERS ARE IN THEIR

so they’re making product choices and brand attachments for the long term.

primeYears,family-building


who use

MULTICULTURAL CONSUMERS ARE

to explore new ideas and create their evolving identities.

trendsetterstechnology & social media3


COMPANIES THAT INTEGRATE MULTICULTURALINSIGHTS INTO THEIR

will reap the most profitable return on their investment.

marketingstrategies4


need helpgetting your message to reach today’s multicultural audiences?

DO YOU

VISIT US AT

See how the MNI Targeted Media Inc. team can place your ad where multiculturals will be sure to see it!

mnitm.com

© 2017 MNI Targeted Media Inc. | A Time Inc. Company | 225 High Ridge Road, Stamford, CT 06905 | 800.225.3457 | mnitm.com

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