Posts Tagged ‘marketing’

Asian American consumers: Nearing $1 trillion in buying power

Monday, November 26th, 2012


(Los Angeles Times) Some staggering new figures about Asian American consumers are out this month: Their buying power is up 523% since 1990, reaching $718.4 billion this year. If the demographic were a nation, it’d be the 18th-largest economy in the world.

Within five years, Asian American buying power will surge over $1 trillion, according to a report this month from Nielsen. At the moment, 28% of households in the group have annual incomes greater than $100,000, compared with 18% of all Americans.

They shop more often than their white counterparts but are less likely to use shopping lists or coupons, meaning that they’re more likely to be influenced by the product assortment, signage and deals in stores.

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Small Business: Tap Into the Affluent Asian American Market

Monday, June 25th, 2012

(Small Business Trends) Is your small business marketing to Asian-Americans? If not, you could be missing out on one of the most potentially profitable consumer categories. Data from the Census and the most recent Ipsos Affluent Survey, reported in MediaPost, show that Asian-Americans are more likely to be affluent than are many other minority consumers.

Ipsos defines affluents as households with annual incomes of at least $100,000, and notes that Hispanics make up 14 percent of the general population but only 9 percent of the affluent population; African-Americans make up 12 percent of the general population and only 7 percent of the affluent population. Asian-Americans, however, while they account for just 5 percent of the U.S. population, make up 7 percent of the affluent population, as well as 7 percent of the “ultra-affluent” (household incomes of $250,000 or more).

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Poor Black Youths Targeted by Tobacco Ads

Monday, April 30th, 2012

(The Root) Poor black youths targeted by tobacco ads: U-T San Diego reports that tobacco marketing is targeting California's low-income and African-American youths, according to researchers who examined advertising throughout the state. Academic researchers funded by the state's Tobacco-Related Disease Research Program found that there was greater visibility of menthol-cigarette advertising at retailers near high schools where there are larger African-American student populations.

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Hispanics in U.S. Highly Active on Mobile and Social

Sunday, April 22nd, 2012


(Nielsen Wire) In the U.S., Hispanic consumers’ usage rates of smartphones, television, online video, social networking and other forms of entertainment make this group one of today’s most engaged and dynamic populations in the digital space, according to Nielsen’s recent State of the Hispanic Consumer: The Hispanic Market Imperative report.  Mobile presents a significant avenue of opportunity for marketers looking to reach Hispanic consumers – Hispanic mobile users send or receive 941 SMS (text) messages a month, more than any other ethnic group.  They also make 13 phone calls per day, 40 percent more than the average U.S. mobile user.

Social is another platform where Latinos are especially active and rising in numbers.  During February 2012, Hispanics increased their visits to Social Networks/Blogs by 14 percent compared to February 2011.  Not only are Latinos the fastest growing U.S. ethnic group on Facebook and from a year ago, but also Hispanic adults are 25 percent more likely to follow a brand and 18 percent more likely to follow a celebrity than the general online population.

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Nielsen study shows power of growing Hispanic market

Thursday, April 19th, 2012


(Miami Herald) The U.S. Hispanic population is young, mobile, growing and has skyrocketing spending power, making the segment highly desirable for marketers, a report released Tuesday by Nielsen reveals.

Already at 52 million — and projected to represent the bulk of population growth during the next five years, Hispanics are undoubtedly a vital part of the American economy, impacting everything from popular culture to politics and consumerism.

Indeed, the group’s buying power reached $1 trillion in 2010 and is expected to grow 50 percent by 2015, hitting $1.5 trillion, according to Nielsen’s report, “State of the Hispanic Consumer: The Hispanic Market Imperative.”

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Are Multi-Brand Programs an Effective Way to Engage Hispanics Digitally?

Sunday, April 8th, 2012

(Think Multicultural) Did you hear about Nestle’s recent launch of Construye el Mejor Nido (“Create the Best Nest”), a new communications platform to reach the U.S. Hispanic market? Maybe you’ve seen or visited Unilever’s Vive Mejor program, a similar cross-platform effort to engage Hispanics around various Unilever brands. If you haven’t noticed, there has been a growing trend over the last 5 years among consumer goods companies to launch Hispanic multi-brand programs. Here is a brief summary of some of the larger Hispanic multi-brand platforms currently in market.

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No More Drama: Burger King pull Mary J. Blige ad after race backlash

Thursday, April 5th, 2012

(Daily Online) A Burger King commercial featuring Mary J. Blige singing about fried chicken has been pulled after it was branded racist.

In the ad – which premiered this week – the Grammy winner sings soulfully about chicken snack wraps, leading some in the African American community branding it as stereotypical. 

But the fast-food chain is blaming music licensing issues for the decision and not criticism of the ad.

Full story…

Cross-Cultural Marketing Fails to Engage African Americans, According to New Study From Burrell Communications

Tuesday, November 8th, 2011

(Marketwire) Cross-culturalism, the current trend in multicultural marketing that stresses the blurring color lines in America, fails to engage African Americans, according to an unprecedented and comprehensive exploration of African American consumers by Burrell Communications ( ).

The study, conducted in conjunction with Burrell's 40th anniversary and named Burrell: Project 40, delves deep into the lives of African Americans, identifying themes in lifestyles, interests, cultural beliefs and perceptions of African Americans in the media. With more than 500 in-person interviews across 11 major markets, Burrell: Project 40 gives a true portrait of the average African American consumer. Over 80 percent of Burrell's respondents had never participated in a market research project before, so the study gives voice to the unheard and untapped majority of black consumers in a way that's never been done before.

"Most of the research conducted in the African American community is done with upper and middle-class consumers — who don't necessarily reflect the attitudes, behaviors and opinions of the majority," said Fay Ferguson, co-CEO of Burrell Communications. "Burrell: Project 40 gives a more accurate picture of a population that is often taken for granted."

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Google Ads: Based on Racial Profiling?

Saturday, September 24th, 2011

(The Root) ColorLines is reporting today on a study concluding that racial profiling based on names may determine the online advertisements you see. The preliminary investigation into this issue was conducted by Tech-Progress' Nathan Newman.

Google offers advertisers what it calls "highly relevant advertising," using specially designed programs to deliver relevant ads to users by analyzing what they've searched or read on the Internet. But according to the new study, the results can be very different according to the digital profile Google creates for you. And that's based not only on your online habits but also on information about your class and geographical location, and even on the ethnicity associated with your name.

ColorLines' Jorge Riveras explains that the investigation into the way your race may affect the ads you see used nine names and then associated each of them with a number of simple terms.

Full story…

3 brands that lost — and won back — Latinos

Friday, September 2nd, 2011

(IMedia Connection) So what's all this hype about Latinos being the second-largest demographic in population and online consumption patterns in the U.S.? Does it make marketers salivate to plot online marketing campaigns for Latinos? And if so, why have efforts been so dismal? Assumption: Marketers think Latinos will make a purchase no matter who is selling the product; after all, they have to buy — stop right there. Bad assumption.

The 2011 IAB report "U.S. Latino Online: A Driving Force" found that more than half of U.S. Latinos prefer marketers to make a strong connection with their culture by relaying the message in this order of languages: Spanish, Spanglish, and then English.

The IAB also found that U.S. Latinos spend more time online than non-Hispanic whites, and that 61 percent of Hispanics made online purchases and spent an average of $746, which isn't far behind the total internet population at 72 percent, spending an average of $851.

Full story…

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