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Marketing to Multicultural Young Adults - US - May 2012

This report examines the dynamic, multicultural young adult population, offering insights into their priorities, interests, hobbies and activities. Given that this generation is at the forefront of digital connectivity, focus is given to their ownership, use of and attitudes towards technology. This report probes how the internet is shaping how young adults shop, socialize, work and communicate, examining how these vary by race and ethnicity.

It also examines how these diverse young adults use blogs and online communities to learn about and shop for new products. Young adults are also an important consumer base for sports, music, entertainment and cultural events. This report probes their interests in these areas, noting commonalities and differences on the basis of race and ethnicity. It examines how digital formats and new technologies are shaping these interests. Major demographic data is also analyzed to deepen the analysis of the consumer research. This report also explores how the role of gender and household income shape preferences among multicultural young adults, offering further understanding into their interests and buying habits.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • CHAID analysis methodology
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • 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

                                                                                                                                      Companies Covered

                                                                                                                                      • Amazon.com Inc
                                                                                                                                      • Barnes & Noble, Inc
                                                                                                                                      • Consumer Electronics Association
                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                      • Facebook, Inc.
                                                                                                                                      • Foursquare
                                                                                                                                      • General Mills Inc
                                                                                                                                      • Google, Inc.
                                                                                                                                      • Groupon, Inc.
                                                                                                                                      • Kmart Corporation
                                                                                                                                      • McDonald's Corporation
                                                                                                                                      • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                      • Nestlé USA
                                                                                                                                      • Research In Motion (USA)
                                                                                                                                      • Sprint Nextel Corporation
                                                                                                                                      • Telemundo Communications Group, Inc.
                                                                                                                                      • TiVo Inc
                                                                                                                                      • Twitter, Inc.
                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                      • Unilever USA
                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                      • YouTube, Inc.

                                                                                                                                      Marketing to Multicultural Young Adults - US - May 2012

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