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Published by: Mintel International Group Ltd.
Published: Feb. 1, 2009 - 94 Pages
Table of Contents
- 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
- 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
- Multicultural Young Adults
- 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
- Multicultural Young Adults
- 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
- 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
AbstractMass-market trendsetters
Although multicultural audiences typically have racially mixed social circles and younger or second-generation Hispanics and Asians may be highly acculturated into mainstream American culture, significant differences still remain amongst different racial and ethnic groups. For example, Asian audiences typically have higher incomes and a greater level of sophistication with technology, and are also more likely to be married, while black and Hispanic audiences often have lower incomes. PC ownership levels and frequency of web usage are also typically lower amongst these groups, although these differences also may be driven by differences in education and income level. Meanwhile, Hispanics are also more likely to begin families early and live in multigenerational households. Additional differences emerge by age, with those ages 18-24 having a strong interest in entertainment but limited household income available for shopping online and other expenditures, while those ages 25-34 are likely to be spending on furnishing their first homes and raising their families.
Multicultural audiences are also likely to enjoy different types of entertainment, with dedicated music genres, TV channels and movies targeting the various groups. Although hit TV shows like American Idol, “big tent” movies and hit songs will still have broad reach amongst all of the multicultural audience, the overall mix of entertainment enjoyed by individual racial and ethnic groups is likely to vary. Certain groups may also be likely to have different interests and hobbies - for example, young Asian respondents to Mintel’s surveys have evidenced a strong interest in shopping, while young male black respondents are very interested in sports.
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