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Multicultural Young Adults - US - February 2009

Through immigration, intermarriage and other trends, the U.S. population is becoming more and more diverse, making multicultural consumers an increasingly important audience for businesses and marketers to understand. Young adult consumers ages 18-34 are a particularly significant segment of the multicultural audience. During this lifestage, consumers develop brand preferences and also spend significant amounts on entertainment, furnishing first homes and building young families. This wired and empowered generational group is also far more likely to demand products and advertising that are specifically targeted at their cultures.

Accordingly, this report will draw on demographic data, survey data and industry research to discuss key issues regarding how this influential group consumes media, technology and online content, including:

  • Demographics: Growth trends of racial and ethnic groups within the young adult audience will be discussed, along with geographic distribution. Household characteristics and spending power will also be analyzed
  • Entertainment and media: Emerging trends and popular entertainment choices will be discussed, along with usage, behavior and attitudes amongst multicultural young adults regarding primary media channels including TV, newspapers and magazines, radio and the Web
  • Technology usage: Ownership and usage profiles regarding consumer technology devices such as PCs and cell phones will be analyzed in detail, including brand preferences as well as typical applications for such devices. Attitudes towards technology will also be discussed
  • Online usage: The Web is an increasingly important part of everyday life for multicultural young adults. Their behavior and preferences will be analyzed, with particular emphasis on online shopping as well as entertainment

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                  • Understanding the consumer
                    • Demographics
                      • Psychographics
                        • Entertainment and media
                          • Technology usage
                            • Online consumption
                            • Insights and Opportunities

                              • Create targeted marketing approaches
                                • Market to the Asian early adopter
                                  • Racial stereotypes – a fine line
                                    • Partner with mainstream community sites
                                    • Inspire Insights

                                        • Trend: Non-Standard Society
                                          • What’s it about?
                                            • Trend: The Niche Audience
                                              • What’s it about?
                                              • U.S. Young Adult and Multicultural Population

                                                • Demographic data
                                                  • U.S. population by age and race/Hispanic origin
                                                    • Figure 1: Population, by age, 2003-13
                                                    • Figure 2: Population, by race and Hispanic origin, 2003-13
                                                  • Demographics for multicultural young adults
                                                    • Figure 3: Population ages 15-34 by race and Hispanic origin, 2003-13
                                                    • Figure 4: Race/Hispanic origin for U.S. population ages 34 and below, 2008
                                                  • Geographic distribution and nationality
                                                    • Figure 5: states with the greatest density of Asians, blacks and Hispanics, 2004
                                                    • Figure 6: Households, by metropolitan status and race/Hispanic origin, 2008
                                                    • Figure 7: Native U.S. origin, December 2008
                                                    • Figure 8: U.S. Asian population, by nationality of origin, 2004
                                                    • Figure 9: U.S. Hispanic population by nationality of origin, 2004
                                                  • Household characteristics
                                                    • Figure 10: Marital status, by race, Hispanic origin and age, 2004
                                                    • Figure 11: Average household size, by Hispanic origin/race of householder, 2001 and 2006
                                                  • Spending power
                                                    • Figure 12: Buying power by race/Hispanic origin, 2001-11
                                                    • Figure 13: Household income amongst adults aged 18-34, by race/Hispanic origin, December 2008
                                                  • Psychographics
                                                    • Social integration
                                                      • Figure 14: Social group composition, by race/Hispanic origin, December 2008
                                                      • Figure 15: Social group composition, by race/Hispanic origin and gender, December 2008
                                                      • Figure 16: Social group composition, by race/Hispanic origin, gender, and age, December 2008
                                                    • Favorite activities
                                                      • Figure 17: Favorite activities, by race/Hispanic origin, December 2008
                                                      • Figure 18: Favorite activities, by race/Hispanic origin and gender, December 2008
                                                      • Figure 19: Favorite activities, by race/Hispanic origin and age, December 2008
                                                    • Attitudes towards shopping and trends
                                                      • Figure 20: Attitudes towards shopping and trends, by race/Hispanic origin and age, April 2007-June 2008
                                                  • Entertainment and Media

                                                      • Entertainment
                                                        • Music
                                                          • Movies
                                                            • Figure 21: Incidence of movie watching during the last six months, by race/Hispanic origin and age, December 2007
                                                            • Figure 22: Attitudes towards movie-going, by race/Hispanic origin and age, April 2007-June 2008
                                                          • Books
                                                            • Figure 23: Adults engaged in literary reading, by age and race/Hispanic origin, 2002 and 2008
                                                          • Theater
                                                            • Media
                                                              • Advertising
                                                                • Figure 24: Attitudes towards advertising, by gender and age, April 2007-June 2008
                                                                • Figure 25: Attitudes towards advertising, by race/Hispanic origin and age, April 2007-June 2008
                                                              • Multicultural advertisements
                                                                • Boost
                                                                  • Figure 26: Boost Mobile television ad, 2008
                                                                • Bud Light
                                                                  • Figure 27: Bud Light television ad, 2007
                                                                • Coca-Cola
                                                                  • Figure 28: Coca Cola television ad, 2008
                                                                • Jeep Compass
                                                                  • Figure 29: Jeep Compass television ad, 2007
                                                                • Microsoft
                                                                  • Figure 30: Microsoft Windows television ad, 2008
                                                                • Salesgenie.com
                                                                  • Figure 31: Salesgenie.com television ad, 2008
                                                                • T-Mobile
                                                                  • Figure 32: T-Mobile My Faves television ad, 2008
                                                                • Television
                                                                    • Figure 33: Attitudes towards television, by race/Hispanic origin and age, april 2007-June 2008
                                                                  • Radio
                                                                    • Figure 34: Attitudes towards radio, by race/Hispanic origin and age, April 2007-June 2008
                                                                  • Newspapers and magazines
                                                                      • Figure 35: Attitudes towards magazines, by race/Hispanic origin, gender and age, April 2007-June 2008
                                                                  • Technology Usage

                                                                      • Computers
                                                                        • Computer penetration
                                                                          • Figure 36: PC and technology product ownership, April 2007-June 2008
                                                                        • Computer ownership and usage
                                                                            • Figure 37: PC ownership characteristics and hours of usage, April 2007-June 2008
                                                                          • Brand preferences
                                                                            • Figure 38: Brand of most recently acquired PC, by race/Hispanic origin and age, April 2007-June 2008
                                                                          • Favored activities on PCs
                                                                            • Figure 39: Favored online and communications activities on PCs, by gender and age, April 2007-June 2008
                                                                            • Figure 40: Favored online and communications activities on PCs, by race/Hispanic origin and age, April 2007-June 2008
                                                                            • Figure 41: Favored productivity activities on PCs, by gender and age, April 2007-June 2008
                                                                            • Figure 42: Favored productivity activities on PCs, by race/Hispanic origin and age, April 2007-June 2008
                                                                          • Communication and cell phones
                                                                            • Figure 43: Most popular methods of personal communication, December 2008
                                                                          • Cell phone ownership
                                                                            • Figure 44: Cell phone ownership and average spending on last service bill, April 2007-June 2008
                                                                          • Plan types
                                                                            • Figure 45: Cell phone service plan type, April 2007-June 2008
                                                                          • Cell phone features used
                                                                            • Figure 46: Cell phone features used by gender and age, April 2007-June 2008
                                                                            • Figure 47: Cell phone features used by race/Hispanic origin and age, April 2007-June 2008
                                                                        • Online Usage

                                                                            • The consumer
                                                                              • Time spent online and connectivity by race/Hispanic origin
                                                                                • Figure 48: Hours spent online per week, December 2008
                                                                                • Figure 49: Methods for connecting to the internet, December 2008
                                                                              • Attitudes towards the internet
                                                                                • Figure 50: Attitudes towards the internet by gender and age, April 2007-June 2008
                                                                                • Figure 51: Attitudes towards the internet by race/Hispanic origin and age, April 2007-June 2008
                                                                              • Online activities and consumption
                                                                                • Online activities
                                                                                  • Figure 52: Online entertainment and content activities, by race/Hispanic origin, December 2008
                                                                                  • Figure 53: Online entertainment and content activities, by race/Hispanic origin and gender, December 2008
                                                                                  • Figure 54: Online productivity activities, by race/Hispanic origin, December 2008
                                                                                  • Figure 55: Online productivity activities, by race/Hispanic origin and gender, December 2008
                                                                                • Online content
                                                                                    • Figure 56: Incidence of online content downloads during the past week, December 2008
                                                                                    • Figure 57: Streaming media content activities performed, June 2008
                                                                                    • Figure 58: Additional online content activities performed, June 2008
                                                                                  • Online shopping
                                                                                      • Figure 59: Incidence of online shopping and total spent in last year, April 2007-June 2008
                                                                                      • Figure 60: Most popular categories of products order online, by gender and age, April 2007-June 2008
                                                                                      • Figure 61: Most popular categories of products order online by race/Hispanic origin and age, April 2007-June 2008
                                                                                    • Online advertising
                                                                                        • Figure 62: Interest in online advertising, December 2008
                                                                                        • Figure 63: online advertising response behavior, December 2008
                                                                                      • Multicultural websites
                                                                                        • Where do they go?
                                                                                            • Figure 64: Sites visited, by race/Hispanic origin, December 2008
                                                                                          • Leading multicultural websites
                                                                                          • Cluster Analysis

                                                                                              • Personables
                                                                                                • Who they are
                                                                                                  • Opportunity
                                                                                                    • Writers
                                                                                                      • Who they are
                                                                                                        • Opportunity
                                                                                                          • Mobiles
                                                                                                            • Who they are
                                                                                                              • Opportunity
                                                                                                                • Cluster characteristics
                                                                                                                  • Figure 65: Multicultural young adult clusters, December 2008
                                                                                                                  • Figure 66: Activities prefered, by multicultural young adult clusters, December 2008
                                                                                                                  • Figure 67: Cell phone calls, by multicultural young adult clusters, December 2008
                                                                                                                  • Figure 68: Texting, by multicultural young adult clusters, December 2008
                                                                                                                  • Figure 69: E-mail, by multicultural young adult clusters, December 2008
                                                                                                                  • Figure 70: Landline, by multicultural young adult clusters, December 2008
                                                                                                                  • Figure 71: Online activities, by multicultural young adult clusters, December 2008
                                                                                                                • Cluster demographics
                                                                                                                  • Figure 72: Multicultural young adult clusters, by gender, December 2008
                                                                                                                  • Figure 73: Multicultural young adult clusters, by income group, December 2008
                                                                                                                  • Figure 74: Multicultural young adult clusters, by race, December 2008
                                                                                                                  • Figure 75: Multicultural young adults, clusters by place of birth, December 2008
                                                                                                                • Cluster methodology
                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                    • Figure 76: Attitudes towards shopping and trends, by race/Hispanic origin and age, April 2007-June 2008
                                                                                                                    • Figure 77: Attitudes towards radio, by race/Hispanic origin, gender and age, April 2007-June 2008
                                                                                                                    • Figure 78: Attitudes towards newspapers and magazines, by race/Hispanic origin, gender and age, April 2007-June 2008
                                                                                                                    • Figure 79: Online entertainment and content activities, by race/Hispanic origin and age, December 2008
                                                                                                                    • Figure 80: Online productivity activities, by race/Hispanic origin and gender, December 2008
                                                                                                                    • Figure 81: Sites visited, by race/Hispanic origin and age, December 2008
                                                                                                                • Appendix: Trade Associations

                                                                                                                  Companies Covered

                                                                                                                  • ABC, Inc.
                                                                                                                  • Acer Inc.
                                                                                                                  • Amazon North America
                                                                                                                  • Apple, Inc
                                                                                                                  • Asian American Advertising Foundation
                                                                                                                  • Association of Hispanic Advertising Agencies
                                                                                                                  • Boost Mobile, LLC
                                                                                                                  • Coca-Cola Company (The) (USA)
                                                                                                                  • Comcast Corporation
                                                                                                                  • Condé Nast Publications Inc.
                                                                                                                  • Consumer Electronics Association
                                                                                                                  • CW Network, The
                                                                                                                  • Dell Inc.
                                                                                                                  • Facebook, Inc.
                                                                                                                  • Federal Communications Commission (FCC)
                                                                                                                  • Fox Entertainment Group Inc.
                                                                                                                  • Fujitsu Siemens Computers (Holding) BV
                                                                                                                  • Gateway, Inc
                                                                                                                  • Greenfield Online
                                                                                                                  • Hewlett-Packard Company
                                                                                                                  • International Business Machines Corporation (IBM)
                                                                                                                  • Internet Society International (ISOC)
                                                                                                                  • Lenovo Group Limited
                                                                                                                  • LinkedIn
                                                                                                                  • Macy's, Inc.
                                                                                                                  • Microsoft USA
                                                                                                                  • MSN (USA)
                                                                                                                  • MTV Networks
                                                                                                                  • MySpace.com
                                                                                                                  • National Telecommunications and Information Association (NTIA)
                                                                                                                  • Netflix, Inc.
                                                                                                                  • Newspaper Association of America
                                                                                                                  • PayPal Inc.
                                                                                                                  • Recording Industry Association of America [RIAA]
                                                                                                                  • Reunion.com, Inc.
                                                                                                                  • Sirius XM Radio Inc.
                                                                                                                  • Sony Corporation of America
                                                                                                                  • Sprint Nextel Corporation
                                                                                                                  • T-Mobile USA
                                                                                                                  • Telemundo Communications Group, Inc.
                                                                                                                  • Toshiba Corporation (USA)
                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                  • U.S. Bureau of the Census
                                                                                                                  • Unilever USA
                                                                                                                  • United Paramount Network
                                                                                                                  • Univision Communications Inc.
                                                                                                                  • US Department of Commerce
                                                                                                                  • YouTube, Inc.

                                                                                                                  Multicultural Young Adults - US - February 2009

                                                                                                                  £3,277.28 (Excl.Tax)