- Posts tagged Ethnic Marketing
- Explore Ethnic Marketing on posterous
Online Mobile Use By Ethnicity [CHART]
Black Americans are consistently the second-highest US consumers of mobile data services by ethnic demographic. And, they are highly active on the Internet and on their mobile devices, watching video, networking with their social connections, and making purchases, according to [pdf] Nielsen’s latest Cross-Platform Report.
Nielsen examined the media habits of the digital black consumer in the US, a segment with significant buying power which presents key opportunities for marketers, and illustrated their activities across online, mobile, social and TV.
In some key online activities, black Americans track far higher than the average. For example, black American men are 19% more likely than the average US adult to monitor investments and stocks online, and 16% more likely to read technology news online. As a demographic, black adults are 16% more likely than the average US adult to buy children’s clothes, shoes or accessories online. Read the rest at Marketing Charts.
Demographics Of Geo- & Location-Based Services [TABLE]
Younger smartphone owners are more likely than older ones to use both location-based information services and geosocial check-in services:
80% of those age 18-29 use location-based services, compared with 75% of those age 30-49 and 64% of those age 50+.
23% of those age 18-29 use geosocial services, compared with 17% of those age 30-49 and 14% of those age 50+. Read the rest at MarketingProfs.
Asian American Attitudes Toward The Internet [CHART]
Given US Asians’ high involvement with the internet and with mobile, it is not surprising that they also have taken to the mobile internet in above-average numbers. eMarketer estimated in April that 45.1% will be mobile internet users this year (vs. 38.5% of the general population), and it forecasts a rise to 63.0% in 2016 (vs. 60.5%). Mobile usage of video is one of the attractions, to judge by Nielsen data for Q3 2011. Among mobile subscribers, Asians averaged 5 hours 47 minutes per month watching mobile video, vs. 3 hours 37 minutes for their white counterparts. Read the rest at eMarketer.
Asian Americans Online by Platform [CHART]
Asians are the fastest-growing racial group in the US, with their numbers having reached 17.3 million as of 2010. But “groups” would be a more accurate term, as US Asians are split among highly distinct ethnicities. Read the rest at eMarketing.
Video Audience, By Race [CHART]
nielsen-video-audience-time-spend-race-in-q42011-may2012.pngAmong internet video viewers, Asians spent by far the most time of any race or ethnicity watching video content in Q4 2011, according to [download page] a May 2012 Nielsen report. With a monthly average of 8 hours and 43 minutes, they easily consumed more internet video than African Americans, at 6 hours and 19 minutes, and Hispanics, at 6 hours and 10 minutes. Caucasian internet video viewers spent the least amount of time, at just under 4 hours. Looking at gender patterns, the report finds that male viewers spent on average 5 hours and 4 minutes per month watching video on the internet, almost an hour more than female viewers (4 hours and 8 minutes).
Breaking the gender data down by age groups, the report shows that male internet video viewers aged 18-49 watched the most content on a monthly basis, at an average of 6 hours and 31 minutes. Read the rest at Marketing Charts.
How African Americans Feel About Their Mobile Phones, By Generation [CHART]
A year-long survey by Experian Simmons that concluded at the end of November 2011 got a glimpse at some of these differences. Black mobile phone owners were more likely than their white counterparts (19.5% vs. 11.8%) and respondents in general (13.7%) to agree with the statement, “My [mobile] phone is an expression of who I am.” Blacks were also more likely than whites and respondents in general to agree that, “I use my [mobile] phone in many different ways to get the information I need,” (46.7% vs. 38.7% vs. 40.6%) and that, “My [mobile] phone connects me to my social world,” (38.4% vs. 32.2% vs. 34.0%). Read the rest at eMarketer.
Hispanic Advertising Spending By Media [CHART]
US advertiser spending in almost all traditional mediums targeted at Hispanic audiences (Spanish advertising mediums) grew between 2010 and 2011, reflecting the potential of this young and growing market, which is forecast to reach $1.5 trillion in buying power by 2015, according to [download page] an April 2012 report from Nielsen. Total advertising spend on Spanish advertising mediums was more than $5.7 billion in 2011. Spanish language network TV made up the greatest share of spend, at 57%, and grew 13% year-over-year. Spanish spot TV was the next-largest medium, at 20% of total spending, though advertising on this medium increased just 1% year-over-year. National magazine spending, though accounting for just 2.4% of total spend, grew the most rapidly, at 26%, while Spanish cable TV, which accounted for almost 8% of spend, increased by 21%. Local newspaper spending, the smallest medium, was the only one to see a decline in spend, of 4%. Read the rest at Marketing Charts.
Hispanics & Online Privacy [CHART]
Although Hispanics are more likely than the general population to have become members of a variety of social networks, they are less likely to want a share a host of personal information on these sites, according to [pdf] survey results released in April 2012 by uSamp. Comparing responses from a survey of its Hispanic panel to results from a general population survey it conducted in December 2011, uSamp found that the Hispanic respondents were far less likely to share information such as their name (65% vs. 87%), relationship status (43% vs. 74%), personal photos (35% vs. 56%) and political affiliation (30% vs. 54%), while also shying away from divulging their occupation (49% vs. 62%), and race or ethnicity (67% vs. 78%). Interestingly, they were more willing to share the brands they like (69%) than any other form of information identified.
According to a National Cyber Security Alliance (NCSA) and McAfee study released in November 2011, 51% of Americans are sharing less information on social media sites than they were a year ago. Read the rest at Marketing Charts.
Demographics Of Local News Consumers [CHART]
As a group, local news enthusiasts differ demographically from others in important ways, in their use of technology, the information that is of particular interest to them, and their local news habits. Demographically, local news enthusiasts are more likely than other adults to be female, age 65 or older, retired, and African-American. Politically, they tend to be conservative in their outlook (although they do not differ from others in party identification) and they also attend religious services more frequently than others. They do not differ from other adults in terms of household income, but are less likely to be college graduates. Read the rest at Pew Internet & American Life.
Affluent Ethnicity [CHART]
Census data reveal that 68% of American adults are non-Hispanic whites. Hispanics (14%) are the largest ethnic minority group, followed by African-Americans (12%) and Asians (5%). Among Affluents (those with a household income of at least $100,000), 77% are non-Hispanic whites, and the three major ethnic minorities are roughly equal in size, each comprising 7-9% of the Affluent population. In relative terms, Hispanics and African-Americans are underrepresented (less prevalent among Affluents than among the general population), while Asians are slightly overrepresented. Read the rest at AdAge.
