Lisa Picarille's Destination CRM article "A New Survey Shows Distinct Ways To Reach Minorities" relies on new data out from Forrester Research based on a mail survey of over 50,000 American households.
The report's author, analyst Jed Kolko, says "[...] there are a lot of difference across the group that go beyond income. It's too easy to assume that because Asians are the wealthiest group, followed by whites, that they are the target audiences for high-tech devices. That is not true. We see a higher adoption and usage from Hispanics and African-Americans."
Kolko also weighs in on ad representation: "It's not that they want to see themselves represented in ads, they are looking for clues or suggestions that the company values them and understands products they are looking for [...] It's like advertisements that show same sex couples. Whether it's a subtle or ambiguous representation, its an important clue to that community. Advertisers call it gay vague. These groups want to know they are valued, but they are also highly sensitive to pandering."
Some items gleaned include the following:
Although device ownership is highly correlated with income, income alone does not explain consumers' likelihood to own devices. Factors like having children and being motivated by entertainment also play a large role. Fifteen percent of Blacks say that they are likely to buy a desktop computer in the next year, compared with 7 percent of Whites, 11 percent of Asians, and 11 percent of Hispanics. Hispanics are more likely to purchase entertainment-based devices like MP3 players, video game consoles, and digital video camcorders, even though they earn $16,100 less than Whites. Online access remains unbalanced because of income and education differences among races. Forty-two percent of Blacks and 57 percent of Hispanics are online, compared with 67 percent of Whites and 79 percent of Asians. Email is the leading online activity for all groups. Asians are active users of multimedia-oriented activities like downloading music, software, and video. Hispanics are more likely to engage in rich communication like photo sharing and instant messaging. Each group values ISP features differently. For instance, 54 percent of Hispanics and 48 percent of Blacks agree that parental controls are important, compared with 29 percent of Whites and 27 percent of Asians. Asians, Blacks, and Hispanics are more likely to rate personalization and ad relevance as important features of online content sites. Blacks and Hispanics find advertising more entertaining and trustworthy than others do and are more likely to watch TV commercials -- 54 percent of Blacks and 42 percent of Hispanics say that they watch TV ads, compared with only 32 percent of Whites. Blacks are twice as likely as Hispanics and Whites to purchase a product because the company sponsors family or educational programming.
posted in data on December 18, 2003 5:22 AM | t (0)
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