Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Multicultural Young Adults and Influencers – US market including the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Influencers are a part of multicultural young adults’ entertainment as well as an information source for exposure to new ideas and trends, as well as products and services. Influencers have a greater impact on their followers over traditional advertising because influencers are routinely transparent with their thoughts across interests and social issues, as well as opinions about products and services. Multicultural young adults tend to have a base level of engagement with influencers and their engagement level with brands hinges on their belief that an influencer is delivering an honest recommendation rather than just acting as a paid spokesperson.

Expert analysis from a specialist in the field

Written by Toya Mitchell, a leading analyst in the Multicultural sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Influencers are a ‘friend in the head’ for multicultural young adults who see them as more trustworthy than traditional advertisers because they are authentic people who are willing to be transparent with their thoughts on society, expose them to trends and recommend products and services
Toya Mitchell
Senior Multicultural Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
            • Economic and other assumptions
            • Executive Summary

                • Top takeaways
                  • Market overview
                    • Impact of COVID-19 on influencer marketing
                      • Figure 1: Short-, medium- and long-term impact of COVID-19 on influencer marketing, November 2020
                    • Consumer insights and recommendations
                      • Entertaining influencers are the gateway to connecting with young adults
                        • Figure 2: Influencer categories – Adults 18-34, by race and Hispanic origin, July 2020
                      • Influencers inspire young adults’ sense of creativity and cement their identity
                        • Figure 3: Reasons for following influencers – Adults aged 18-34, by race and Hispanic origin, July 2020
                      • Influencers’ missteps more likely to disengage followers than bad products and services
                        • Figure 4: Reasons for unfollowing an influencer – Adults aged 18-34, by race and Hispanic origin, July 2020
                      • Connect with influencers who show organic affinity for your brand or category
                        • Figure 5: Influencer considerations – Adults aged 18-34, by race and Hispanic origin, July 2020
                      • Use influencers who deliver on consumers’ expectations
                        • Figure 6: Influencer follower behavior – Adults aged 18-34, by race and Hispanic origin, July 2020
                    • The Market and Target Audience – Key Takeaways

                      • Nearly half of young adults are people of color
                        • Low income does not equal low-value consumer
                          • COVID-19 deals a blow to influencer marketing
                            • Multicultural young adults more likely to be unemployed due to COVID-19
                              • Multicultural influencers demand inclusion and pay transparency from agencies
                              • Multicultural Young Adults by the Numbers

                                • Multicultural young adults aged 18-34 represent nearly half the age group
                                  • Figure 7: US population distribution, by race and Hispanic origin, 2019
                                • Hispanic and Black young adults’ lower income not a hindrance for influencer purchases
                                  • Figure 8: Household income distribution among adults aged 18-34, by race and Hispanic origin, 2018
                                • Varied educational attainment impacts desire to follow professional influencers
                                  • Figure 9: Educational attainment – Adults 18-34, by race and Hispanic origin, 2019
                              • Market Perspective

                                • Impact of COVID-19 on influencer marketing
                                  • Figure 10: Short-, medium- and long-term impact of COVID-19 on Influencer Marketing, November 2020
                                • Influencers wait in holding pattern while marketers determine next steps during the lockdown period
                                  • Influencers pivot to relevant content while marketers reinvest spending in social media
                                    • The promise of a vaccine will drive people to celebrate and connect in person
                                      • Figure 11: Anticipated experiences post pandemic – Adults aged 18-34, by race and Hispanic origin, July 2020
                                    • Influencers balance authentic social activism with being “marketable” for brands
                                      • Figure 12: Attitudes toward Black Lives Matter – Adults aged 18-34, by race and Hispanic origin, July 2020
                                      • Figure 13: Instagram post by social media influencer Britney Turner, May 2020
                                    • TikTok social media platform fights FTC efforts to ban in the US
                                    • Market Factors

                                      • Pandemic-induced unemployment skyrockets among all multicultural youth
                                        • Figure 14: Not seasonally adjusted, quarterly unemployment rates among adults 18-34, by race and Hispanic origin, Q3 2019 and Q3 2020
                                      • Influencers run afoul of new FTC guidelines
                                        • Black and Hispanic influencers call for greater inclusion and pay equity from marketers
                                            • Figure 15: Open letter to Fohr agency by Influencer and signatory Valerie Guavoen, June 2020
                                            • Figure 16: Pay disclosures on Influencer Pay Gap Instagram feed, July 2020
                                        • Companies and Brands – Key Takeaways

                                          • Technology turns everyday people into influencers
                                            • Instagram set to pay influencers in revenue share agreement
                                              • Virtual influencers make inroads in the industry
                                              • Competitive Strategies

                                                • Tech innovation turns everyday people into influencers
                                                  • Retailers use influencers to drive consumers back in store, but may be more beneficial to brands instead
                                                      • Figure 17: Paid influencer posts for Nordstrom – Wendy Nguyen and Aissata Diallo, July 2020
                                                    • Instagram will pay influencers, but some complain of loss exposure due to new algorithms
                                                      • Marketers turn to virtual influencers to connect with young adults
                                                          • Figure 18: Virtual influencer Lil Miquela Instagram post at “McDonald’s,” October 2020
                                                          • Figure 19: Virtual model Shudu in Samsung UK Galaxy Z Flip mobile phone Instagram video ad, August 2020
                                                      • The Consumer – Key Takeaways

                                                        • Instagram and YouTube are the leading sites where young adults follow entertainers and fashion and food and drink influencers
                                                          • Young adults follow influencers who entertain and expose them to new ideas and products – so long as they’re authentic
                                                            • Influencers who say or do something incongruent with their image are dismissed
                                                              • Influencer’s transparency and authenticity matter during crisis
                                                                • Most young adults prefer effortless interaction with influencers but will engage further based on why they follow
                                                                • The Multicultural Young Adult Consumer and Influencer Marketing

                                                                  • Influencers create trends and drive multicultural young adults’ desire to go deeper in their interests
                                                                      • Figure 20: Mintel Global Trend Drivers and Pillars – Technology, Experiences and Identity
                                                                  • Influencer Platforms and Categories

                                                                    • Inspirational, entertaining social media platforms drive influencer engagement
                                                                      • Figure 21: Preferred social media influencer platforms – Adults aged 18-34, by race and Hispanic origin, July 2020
                                                                    • Influencer account following reflects multicultural young adults’ passions
                                                                      • Figure 22: Influencer categories followed – Adults 18-34, by race and Hispanic origin, July 2020
                                                                    • Young Hispanics flock to platforms that offer easy, linked access to influencers
                                                                      • Figure 23: Preferred social media influencer platforms by influencer categories followed, by Hispanic adults 18-34, July 2020
                                                                    • Black young adults follow fewer influencers on more platforms for greater discovery
                                                                      • Figure 24: Preferred social media influencer platforms by influencer categories followed, by Black adults 18-34, July 2020
                                                                    • Young Asians’ desire for engagement with diverse groups drives more influencer account follows
                                                                      • Figure 25: Preferred social media influencer platforms by influencer categories followed, by Asian adults 18-34, July 2020
                                                                  • Sources for Influencer Discovery

                                                                    • Influencers on social media entertain and inspire young adults
                                                                      • Figure 26: Influencer discovery – Adults 18-34, by race and Hispanic origin, July 2020
                                                                    • Advanced lifestage drives new interests and influencers following among young Hispanics
                                                                      • Figure 27: Influencer discovery, by Hispanics aged 18-34 key demographics, July 2020
                                                                    • Social media as the primary source of entertainment and influence is seeded early in Black adults
                                                                      • Figure 28: Influencer discovery, by Black adults aged 18-34 key demographics, July 2020
                                                                    • Young Asians restrict influencer discovery to sources that offer the greatest access
                                                                      • Figure 29: Influencer discovery, by Asians aged 18-34 key demographics, July 2020
                                                                  • Reasons for Following Influencers

                                                                    • Multicultural young adults follow influencers who stimulate what matters most to them in their connections
                                                                      • Figure 30: Reasons for following influencers – Adults aged 18-34, by race and Hispanic origin, July 2020
                                                                    • Hispanics aged 30-34 who are settling into adulthood seek inspiration from influencers
                                                                      • Figure 31: Reasons for following influencers – Hispanic adults aged 18-34 key demographics, July 2020
                                                                    • Black adults 25-34 look to influencers who reflect their desire to evolve into their identity
                                                                      • Figure 32: Reasons for following influencers – Black adults aged 18-34 key demographics, July 2020
                                                                    • Young Asians’ desire for exposure and access to new people and cultures drives their influencer engagement
                                                                      • Figure 33: Reasons for following influencers – Asians aged 18-34 key demographics, July 2020
                                                                  • Reasons for Unfollowing an Influencer

                                                                    • Young adults disengage from influencers once they disappoint and seed distrust
                                                                      • Figure 34: Reasons for unfollowing an influencer – Adults aged 18-34, by race and Hispanic origin, July 2020
                                                                    • Young Hispanic women turn away from influencers if they feel misled
                                                                      • Figure 35: Reasons for unfollowing an influencer – Hispanics aged 18-34 key demographics, July 2020
                                                                    • Young Black adults who feel deceived by influencers are quick to unfollow them
                                                                      • Figure 36: Reasons for unfollowing an influencer – Black adults aged 18-34 key demographics, July 2020
                                                                    • Young Asians’ idealism, rather than brand wins or missteps, drives their decision to unfollow
                                                                      • Figure 37: Reasons for unfollowing an influencer – Asians aged 18-34 key demographics, July 2020
                                                                  • Marketing and Lifestyle Perceptions of Influencers

                                                                    • Influencers are distant “friends in the head” that young adults like but not necessarily trust
                                                                      • Figure 38: Influencer considerations – Adults aged 18-34, by race and Hispanic origin, July 2020
                                                                    • Influencers are a source of information for young Hispanics with families
                                                                      • Figure 39: Influencer considerations – Hispanics aged 18-34 key demographics, July 2020
                                                                    • Young Black adults’ connection to influencers who represent them extends to brands
                                                                      • Figure 40: Influencer considerations – Black adults aged 18-34 key demographics, July 2020
                                                                    • Influencers reside between traditional advertising and word of mouth for young Asians
                                                                      • Figure 41: Influencer considerations – Asians aged 18-34 key demographics, July 2020
                                                                  • Influencer Follower Behavior

                                                                    • Effortless engagement with influencers matches multicultural young adults’ sentiment toward them
                                                                      • Figure 42: Influencer follower behavior – Adults aged 18-34, by race and Hispanic origin, July 2020
                                                                    • Hispanics aged 25-34 become aware, compare then switch based on influencer engagement
                                                                      • Figure 43: Influencer follower behavior – Hispanics aged 18-34 key demographics, July 2020
                                                                    • Black young women engage with influencers who inform and confirm their choices
                                                                      • Figure 44: Influencer follower behavior – Black adults aged 18-34 key demographics, July 2020
                                                                    • Independent young Asians turn to influencers for guidance and turn inward as they age
                                                                      • Figure 45: Influencer follower behavior – Asians aged 18-34 key demographics, July 2020
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                            • Terms
                                                                            • Appendix – Mintel Trend Drivers

                                                                                • Figure 46: Mintel Trend Drivers and Pillars

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