Description

The US Multicultural Young Adults & Social Media Market Report 2022 identifies multicultural consumers’ attitudes towards social media usage, the impact of social media on intercultural adaptation, and types of social media engagement among multicultural young adults in the US. This report covers the multicultural social media market size, market forecast, market segmentation and social media usage trends for young, multicultural adults in the US.

Multicultural Consumer Media Consumption: Current Market Landscape

Social media is interwoven in the lives of young adults, representing a constant that has seemingly always been there. The social media usage in the US continues to increase among young adults, with the majority turning to the range of platforms such as YouTube and TikTok for entertainment while also being community-building.

Information and education, however, also hold strong sway with young adults. While entertainment is non-negotiable in attracting an audience, due to the abundance of content creators, brands that can deliver entertaining information will win out by standing out from the masses.

Social Media and Culture Market Research: Market Share and Key Industry Trends

While social media will continue to see high engagement, platforms and brands must address the waning sense of community experienced by its users, particularly multicultural adults. With entertainment being widely available, community building will be a differentiator that keeps users engaged.

The digital habits of multicultural consumers show that brands that reflect consumers’ personality are followed the most. Educational brands and those that represent valued causes come up in second place.

  • Social media usage in the US market share: 99% of young adults use social media.
  • Multicultural social media consumer behaviors: 63% of Black women aged 18-34 feel underrepresented on social media.
  • Multicultural social media consumer trends: 47% of Asian young adults are likely to click on ads on social media.

Digital Habits of Multicultural Consumers: Future Trends

Mintel’s social media and culture market research shows that particularly multicultural young adults are the least likely to perceive relevance in ad content delivered to them and, perhaps as a result, are among the least likely to engage with brands online. Boosting relevance can come from tapping into the range of multicultural consumer identities.

Social media usage in the US measures that the vast majority of young adults take part in social media on a daily basis, however, not everyone feels represented by it – least of all Black and Hispanic 18 to 24-year-olds. Brands must identify ways to authentically acknowledge and honor the vast range of user identities, including across race/ethnicity groups, and represent the inherent variety within these groups.

Read on to discover more details or take a look at all of our US Internet Market Research.

Quickly Understand

  • Which social media platforms are used most frequently?
  • What are the characteristics of brands followed?
  • How do multicultural young adults in the US perceive social media platforms?
  • Social media usage in the US, social media behavior/digital habits of multicultural consumers, and types of social media engagement.
  • US multicultural adults’ attitudes toward social media.

Covered in this Report

Brands: Instagram YouTube, TikTok, Facebook, Snapchat, Twitter,Pinterest, Reddit, LinkedIn, Tumblr, Nextdoor, Clubhouse, and more.

Expert Analysis from a Specialist in the Field

This report, written by Carol Wong-Li, a leading analyst in the Consumers and Cultures sector, delivers in-depth commentary and analysis to highlight current trends in social media usage in the US, and adds expert context to the numbers.

The majority of young adults have increased the time spent on social media platforms in the past year and most would find it very difficult to quit. While this level of attention is a strength of the category, brands are under delivering in turning attention to action, with fewer than half of young adults actively engaging with brand content.

Carol Wong-Li
Carol Wong-Li
Director – Consumers & Culture

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Outlook on multicultural adults and social media, 2022-27
    • Opportunities and challenges
    • 18-24s least likely to identify community aspect of social media
      • Figure 2: Attitudes toward social media – representation and connection – any agree, by age and race/Hispanic origin, 2022
    • Opportunity exists for brands that can speak to young Black women
      • Figure 3: Attitudes toward social media – representation and connection – any agree, by gender and race/Hispanic origin, 2022
    • Brands are falling short in resonating with young adult social media users
      • Figure 4: Types of social media engagement, by race/Hispanic origin, 2022
    • Interest in wellness requires consideration in social media strategy
      • Figure 5: Social media behavior, by race/Hispanic origin, 2022
    • Key consumer insights
  3. Multicultural Young Adults by the Numbers

    • Increasingly diverse US population is not one-size-fits-all
      • Figure 6: Population distribution, by age and race/Hispanic origin, 2021
      • Figure 7: Fertility rates, by race and Hispanic origin, 2020 and 2021
    • Black and Hispanic households overrepresented among low-income households
      • Figure 8: Household income distribution by race and Hispanic origin of householder, 2020
      • Figure 9: Unemployment rate, 2020-22
    • Youngest adults exhibit wider range of identities
      • Figure 10: LGBTQ+ identity, 2022
  4. Market Factors

    • Growth of ecommerce feeds growth of social commerce
      • Figure 11: Online shopping frequency – net, by age and race/Hispanic origin, 2022
      • Figure 12: Online shopping origin, by age and race/Hispanic origin, 2022
    • Inflation encourages belt-tightening, bargain shopping
      • Figure 13: CPI changes from previous year ago, 2020-22
    • Pandemic drives wellness attention, social media identified as a stressor
      • Figure 14: Attitudes toward tech & wellness – net – any agree, by age and race/Hispanic origin, 2022
      • Figure 15: Social media opinions, by age and race/Hispanic origin, 2022
  5. Competitive Strategies and Market Opportunities

    • Adulting: Hack my life, please
      • Figure 16: Gen Z aspirations for the next five years, 2022
      • Figure 17: Young millennial confidence in adulting – not confident in my personal knowledge, and don’t have resources I can consult for help, 2021
    • On start-up: Nurturing the drive for entrepreneurship
    • Meta-versing: Social media commentary as source of creative content
  6. The Multicultural Young Adult Consumer and Social Media – Fast Facts

    • Instagram, YouTube, and TikTok are frequently used platforms among multicultural young adults
    • Entertainment, community have wide draw; education can be differentiator
    • Young adults look for brands that reflect their personality
    • Asian young adults show strongest engagement, Black young adults can engage networks
    • Celebrating culture will go far in resonating with multicultural young adults
  7. Social Media Platforms Used Most Frequently

    • Instagram, YouTube lead among young adults
      • Figure 18: Social media platforms used daily, by race/Hispanic origin, 2022
      • Figure 19: Social media platforms used most frequently – any rank, by race/Hispanic origin, 2022
    • A gender gap can be seen in frequently used platform amongst young adults
      • Figure 20: Social media platforms used most frequently, by gender and race/Hispanic origin, 2022
    • A strong age divide in use of TikTok, Facebook, and Snapchat
      • Figure 21: Social media platforms used most frequently, by age and race/Hispanic origin, 2022
  8. Perception of Platforms

    • Entertainment and community lead among young adults aged 18-24
    • Lesser used platforms may benefit from tutorials/influencer guides
      • Figure 22: perceptions of platforms, by Black 18-24, 2022
      • Figure 23: perceptions of platforms, by Hispanic 18-24, 2022
    • Those aged 25-34 place a higher value on information
      • Figure 24: #TikTokTaughtMe, 2022
    • Brands must counter misinformation
      • Figure 25: perceptions of platforms, by Black 25-34, 2022
      • Figure 26: perceptions of platforms, by Hispanic 25-34, 2022
  9. Characteristics of Brands Followed

    • Young adults look for brands to reflect their personality
      • Figure 27: Characteristics of brands followed, by race/Hispanic origin, 2022
      • Figure 28: Self-view – any rank, by age and race/Hispanic origin, 2021
    • Inclusivity has outsized importance among female young adults
      • Figure 29: Characteristics of brands followed, by Gender and race/Hispanic origin, 2022
      • Figure 30: Populations overlooked by media, by race/Hispanic origin, 2022
    • Older young adults are more values driven
      • Figure 31: Characteristics of brands followed, by age and race/Hispanic origin, 2022
      • Figure 32: Shared values – any rank, by age and race, 2022
  10. Social Media Behavior

    • Most young adults have increased social media time, think it would be tough to quit
      • Figure 33: Attitudes toward social media – social media activity – any agree, by race/Hispanic origin, 2022
    • Opportunity for content variability through the day
      • Figure 34: Social media behavior, by race/Hispanic origin, 2022
    • Young women express above average engagement, dependence
      • Figure 35: Attitudes toward social media – social media activity – any agree, by gender and race/Hispanic origin, 2022
    • Half of female young adults start their day with social media
      • Figure 36: Social media behavior, by gender and race/Hispanic origin, 2022
    • Two thirds of Black 25-34s are spending more time on social media
      • Figure 37: Attitudes toward social media – social media activity – any agree, by age and race/Hispanic origin, 2022
      • Figure 38: Connecting with friends – regularly (once or more per week), by age and race/Hispanic origin, 2022
    • Social media ads most likely to drive older young adults to purchase
      • Figure 39: Social media behavior, by age and race/Hispanic origin, 2022
    • Parenthood not limiting social media use
      • Figure 40: Attitudes toward social media – social media activity – any agree, by parental status and race/Hispanic origin, 2022
  11. Types of Social Media Engagement

    • Young Asian adults show strongest engagement, Black young adults can be engaged through personalization
      • Figure 41: Types of social media engagement, by race/Hispanic origin, 2022
    • Half of female young adults have discovered a new brand on social media
      • Figure 42: Types of social media engagement, by gender and race/Hispanic origin, 2022
    • Those aged 25+ are more engaged with social media ads, while under 25s are not relating
      • Figure 43: Types of social media engagement, by age and race/Hispanic origin, 2022
    • Social media helps young adult parents with brand purchase and discovery
      • Figure 44: Types of social media engagement, by parental status and race/Hispanic origin, 2022
  12. Attitudes toward Social Media

    • Representation and connection
    • Celebrating culture will go far in resonating with Black and Hispanic young adults
      • Figure 45: Attitudes toward social media – representation and connection – any agree, by race/Hispanic origin, 2022
    • Young Black women feel underrepresented on social media
      • Figure 46: Attitudes toward social media – representation and connection – any agree, by gender and race/Hispanic origin, 2022
    • Young adults least likely to identify community aspect of social media
      • Figure 47: Attitudes toward social media – representation and connection – any agree, by age and race/Hispanic origin, 2022
    • Advertising preferences
    • Social media advertisers must boost relevance among young adults
      • Figure 48: Attitudes toward social media – advertising preferences – any agree, by race/Hispanic origin, 2022
    • Female young adults show outsized value in ads that feature everyday people
      • Figure 49: Attitudes toward social media – advertising preferences – any agree, by gender and race/Hispanic origin, 2022
    • 25-34s are more responsive to representational ads and equity
      • Figure 50: Attitudes toward social media – advertising preferences – any agree, by age and race/Hispanic origin, 2022
    • Innovation of interest
    • Majority of social media-using young adults interested in AR technology
      • Figure 51: Attitudes toward social media – innovation of interest – any agree, by race/Hispanic origin, 2022
    • Older young adults and parents will be particularly engaged by AR
      • Figure 52: Attitudes toward social media – innovation of interest – any agree, by age and race/Hispanic origin, 2022
      • Figure 53: Attitudes toward social media – innovation of interest – any agree, by parental status and race/Hispanic origin, 2022
  13. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Correspondence analysis methodology
    • Abbreviations and terms
    • Abbreviations

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