Multicultural Digital Influence on Consumer Markets - A Study

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Comprehensive overview of multicultural consumer digital attitudes and behaviors

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Multicultural Digital Influence on Consumer Markets - A Study

  1. 1. Influencing the Influencers Study 2011“Multicultural Digital Influence on Consumer Markets” November 11, 2011 2011
  2. 2. “Multicultural Digital Influence on Consumer Markets” BACKGROUND GlobalHue: Influencing The Influencers Study, 2011
  3. 3. 1ObjectiveTo provide a Point of View: How the largest, most ethically and racially diverse generation and consumer cohort in American history, Millennials, are influencing Mainstream attitudes and behaviors through digital awareness and consumerism. GlobalHue: Influencing The Influencers Study, 2011
  4. 4. 2Guidance“To reach and engage todays influential multicultural consumers, brands must organically identify with, and attach to, culturally relevant beliefs and values. Becoming a natural element within key influential multicultural lifestyles, social circles, and digital communities, creates new brand relevancies which influences popular culture, and Total Market adoption and consumption.” Don Coleman, Founder and CEO, GlobalHue GlobalHue: Influencing The Influencers Study, 2011
  5. 5. 3Total Market 1 %Total Market regards different ethnicities as composites of larger human, consumer, andmarketplace truths, and when combined, total 100%. With American diversity increasingat an increasing rate every year, once tertiary ethnic groups are proportionally a largercontributor to General Market mathematics. GlobalHue: Influencing The Influencers Study, 2011
  6. 6. 4Our BeliefWhen influential multiculturals broadcast their beliefs digitally, their amplified transmissionseffect how society, and the Total Market, accepts and adopts new consumer attitudes andpractices, which economically impacts brands. (Occupy Wall Street, NYC - Sept 30, 2011) GlobalHue: Influencing The Influencers Study, 2011
  7. 7. 5Market Influence Source: Alloy Media + Marketing, 10th Annual College Explorer Study, 2010A18-34: $306 BILLION OF ANNUALIZED CONSUMERDISCRETIONARY SPENDING POWER! GlobalHue: Influencing The Influencers Study, 2011
  8. 8. 6The TruthIf you are waiting until 2050 to develop a multicultural strategy it will be too late,technology and popular culture will have passed you by. Status quo consumersegmentation driven by traditional General Market dynamics are fleeting into history, asconsumers digitize and their demographics shift and accelerate forward. GlobalHue: Influencing The Influencers Study, 2011
  9. 9. 7Multicultural Spending in CPGMulticultural consumer spending power will increase by 25% in 2020, just eight years fromnow. Households containing multiculturals ages 18-34 will experience new dynamics inshopping, purchasing habits and frequency, and behaviors as emerging digital/mobilepayment systems become mass market. Source: Nielsen, June 2011 GlobalHue: Influencing The Influencers Study, 2011
  10. 10. 8ANA DataAccording to the Association of National Advertisers, multicultural marketing will gainintensity online. While White Americans make up 70% of the online population,millennials are second largest generation behind Baby Boomers; demographic changeswill impact how we use the internet, share information, and compute wirelessly. Source: www.eMarketer.com GlobalHue: Influencing The Influencers Study, 2011
  11. 11. 92010 Census • Every large metro area in the United States showed a decline in the percentage of whites • Majority-Minority is evolving the notion of General Market • Twenty-five percent of new births are Hispanic • Blacks are migrating from city to suburban lifestyles • Asian population grew 43% from 2000 to 2010 • From 33% today to more than 50% in 2050, minorities are growing faster than whites Chart: Washington-Post, August 30, 2011 GlobalHue: Influencing The Influencers Study, 2011
  12. 12. 10Diversity in Numbers19801990 34%2000 40%2009 47% 52%The probability that two people chosen at random would be of a different race andethnicity on a 0-100 scale. (Source: U.S. Census Bureau data, 2010) GlobalHue: Influencing The Influencers Study, 2011
  13. 13. 11“Multicultural Digital Influence on Consumer Markets” DIGITAL INTERACTIONS GlobalHue: Influencing The Influencers Study, 2011
  14. 14. 12TransparencyTransparency removes the barriers between technology and humans. We are connected bytruths which cross borders and language barriers. And multicultural millennials areconnecting faster today in a truly digital age, creating and sharing their voices collectively,and as one, influencing how society lives digitally. GlobalHue: Influencing The Influencers Study, 2011
  15. 15. 13Influencing the Digital Pipeline Hispanic or Latino African American Asianblog 242 (6%) 185 (5%) 244 (6%)video 310 (5%) 260 (4%) 239 (4%)music 352 (5%) 263 (4%) 227 (9%)photo 266 (5%) 223 (4%) 273 (5%)opinion 232 (4%) 222 (3%) UNDER INDEX Source: Forrester, Consumer Technographics, 3Q11 GlobalHue: Influencing The Influencers Study, 2011
  16. 16. 14Forrester: Technographic 3Q11 Hispanic or Latino African American Asian GlobalHue: Influencing The Influencers Study, 2011
  17. 17. 15Digital ConsciousnessDigital technology has revolutionized how humans interact with culture. At a muchyounger age we are accessing and adopting new ways of learning. Much of society ison the same digital page albeit from different types and forms of digital devices. GlobalHue: Influencing The Influencers Study, 2011
  18. 18. 16Digital Behavior Hispanic or Latino African American Asiantag 252 (5%) UNDER INDEX 202 (6%)wiki 315 (4%) 230 (3%) 234 (3%)tweet 212 (6%) 238 (6%) 206 (6%)social net 208 (12%) 159 (6%) 156 (6%) Source: Forrester, Consumer Technographics, 3Q11 GlobalHue: Influencing The Influencers Study, 2011
  19. 19. 17Forrester: Technographic 3Q11 Hispanic or Latino African American Asian GlobalHue: Influencing The Influencers Study, 2011
  20. 20. 18Diffusion of TechnologyYoung multicultural millennials are becoming a larger portion of Innovators and Earlyadopters. At the same time, most of the world is on the same digital platform, where newcustoms, rituals and traditions are being developed, adopted and shared instantly byeveryone in society. The area inside the curve is flattening as technology democratizes. GlobalHue: Influencing The Influencers Study, 2011
  21. 21. 19Multicultural MillennialsA generation of seventy-six million, ages 12-29, are influencing the world virally bydigitally mixing their neo transcultural sensibilities via vanguard new media andinformation technology platforms, changing how we think, feel and behave as a Culture inthe 21st century. (Turntable.fm) GlobalHue: Influencing The Influencers Study, 2011
  22. 22. 20Our Mobile CultureSpeaking and communicating wirelessly through digital personalities, thumbs and fontshave replaced mouths and voices. Nine-in-ten multiculturals 18-24 own a mobile phonetransmitting approximately 110 texts per day; twenty percent of ages 6-10 own a mobile. GlobalHue: Influencing The Influencers Study, 2011
  23. 23. 21Asians Lead Smartphone AdoptionAsian and Hispanics are adopting smartphones at a faster rate than the general market;switching or converting from traditional phone platforms at a rate of 45% versus 31%.African Americans are trending at 33%; Apple, RIM and Android are the top OS platforms. Source: Nielsen, 2011 GlobalHue: Influencing The Influencers Study, 2011
  24. 24. 22Digital Behavior (Smartphone users) Hispanic or Latino African American Asianmusic 236 (14%) 204 (12%) UNDER INDEXvideo 229 (14%) 246 (5%) 239 (14%)research 255 (5%) 290 (5%) 275 (14%)purchase 297 (3%) 355 (3%) 303 (3%)sms/im 235 (13%) 217 (12%) 209 (10%) Source: Forrester, Consumer Technographics, 3Q11 GlobalHue: Influencing The Influencers Study, 2011
  25. 25. 23Mobile TV Adoption is Occurring, NowFast, reliable, high-speed mobility has increased the value quotient of portable media onour handsets and devices today. As more functionality is hardwired into our devices it willbecome our primary sense to adopt new technologies. Multicultural millennials are usingthe mobile computing power of their devices to surf the web, stream music, socialize, etc. Source: Motorola - Media Experiences, 2009 GlobalHue: Influencing The Influencers Study, 2011
  26. 26. 24Forrester: Technographic 3Q11 Hispanic or Latino African American Asian GlobalHue: Influencing The Influencers Study, 2011
  27. 27. 25A New LanguageWe are talking differently today as new forms and applications of digital solutions arecommercialized and adopted. The messages we transmit have new social meaningsand implications for sender and receiver. Our primary sense of relating to each otheris being influenced by how we use technology to share the human experience. GlobalHue: Influencing The Influencers Study, 2011
  28. 28. 26Speaking DigitallyAccording to Merkle, View from the Digital Inbox, nonverbal forms of communicationare growing as the preferred method of exchange among young adults. Establishedprotocols and formats for rapid information exchange help senders and recipients havemore hyper targeted, and short dialogues. Why talk? Source: www.eMarketer.com GlobalHue: Influencing The Influencers Study, 2011
  29. 29. 27Media-to-MediumModern digital-ness is an attitude and approach to living life in ON. One is almosteternally open and accessible to information and data, which in itself, can beconverted into a medium of digital distribution. Our devices port us in and out ofdigital realities. GlobalHue: Influencing The Influencers Study, 2011
  30. 30. 28Mobile vs DigitalWe are spending equal amounts of time performing digital tasks and functions from ourmobile devices as we do when using computers. There are seven core modes for mobileonline usage, which are the same as PC usage except for Navigation. Source: Yahoo!/Ipsos Study, 2010 GlobalHue: Influencing The Influencers Study, 2011
  31. 31. 29New MarketplacesBorderless economies are powered by unlimited digital access. Consumption behavioris perpetual; we seek content to program our mobile devices to constantly entertain,inform and educate us through 24-hour, worldwide brand-to-consumer digitaldistribution systems. Consumption spreads faster in a digital economy. GlobalHue: Influencing The Influencers Study, 2011
  32. 32. 30Top mCommerce RetailersFor the best brands there almost is no distinction between their traditional retail ordigital/mCommerce experience.. The brand value proposition and positioning areexpressed through digital mediums yet such a ubiquitous medium does not limit branddifferentiation. eBay feels like eBay regardless of platform or device. Source: www.mCommerce.com GlobalHue: Influencing The Influencers Study, 2011
  33. 33. 31Brand ChallengeBrands require relevancy for sustainable existence into todays consumer-driven economy.Not only must brands provide differentiated value propositions, they must do so byorganically fitting into everyday lives with minimal disruption. Positioning brands forfuture movement and growth within evolving consumer habits is paramount. GlobalHue: Influencing The Influencers Study, 2011
  34. 34. 32Brand OpportunityLiving digitally, multicultural millennial consumers are relating to constantly changingsociological messages. By informing their sensibilities with new culturally relevantcontent received from influential and reliable social channels, brands can become atrusted source in popular culture content creation. GlobalHue: Influencing The Influencers Study, 2011
  35. 35. 33“Multicultural Digital Influence on Consumer Markets” DIGITAL INFLUENCE GlobalHue: Influencing The Influencers Study, 2011
  36. 36. 34Defining InfluenceInfluence is the ability to change, alter or modify consumer attitudes and behavior. It isa function of emotion which shapes beliefs, values and perceptions. When combinedwith purchase consideration, influence motivates and inspires consumers to engage. GlobalHue: Influencing The Influencers Study, 2011
  37. 37. 35Influencers Source: Nielsen Social Media Report, 2011 GlobalHue: Influencing The Influencers Study, 2011
  38. 38. 36Areas of Influence Celebrity CurrentAlcohol Arts Automotive Cooking Culture Design Dieting Drugs & Gossip Events Entrepre- Fraternal & Dining Diversity Education Entertaining Family Fashion Film Fitness neurship SororalGambling Gaming Green Health Internet Language LGBT Money Music Politics SocialReligion Sexuality Science Sports Style Technology Travel Video Wellness Cause Source: Crosscut Advisory LLC, Culture Segmentation Study, 2010 GlobalHue: Influencing The Influencers Study, 2011
  39. 39. 37Defining Digital Digital: Relating to or using symbols to inform the senses GlobalHue: Influencing The Influencers Study, 2011
  40. 40. 38Defining Digital InfluenceDigital influence is the ability to broadcast opinion and incite new behavior on a metascale. Organizations and individuals send and respond to messages that reflect theirideologies and philosophies; outreach - the recruitment new affinities, stewards andadvocates expands circles of influence. GlobalHue: Influencing The Influencers Study, 2011
  41. 41. 39Circles of InfluenceCircles of influence are constantly shifting, mixing and colliding with each other. Our livesare woven between people, places and things; digital technology allows us to seamlesslymove from one circle to the next instantly. The fluidity of digital and scale of social circlesultimately influences everyone within popular culture. GlobalHue: Influencing The Influencers Study, 2011
  42. 42. 40Levels of Communication IntimacyOur verbal interactions are less personal and intimate. As social circles expand humansexpress themselves through multiple technologies and mediums, creating new content to beshared with new and evolving social circles and networks. Source: Transutation Sciences, 2011 GlobalHue: Influencing The Influencers Study, 2011
  43. 43. 41Follow MeThe act of Following is a direct response of influence. It assumes leadership and anunderstanding of direction. Socially, most in our digital universes are willing to follow asspectators, consuming digital content which expresses the sentiment of others. Viraltransmission creates tipping point calculus, where popular culture follows. GlobalHue: Influencing The Influencers Study, 2011
  44. 44. 42Digital Ecosystem GlobalHue: Influencing The Influencers Study, 2011
  45. 45. 43Channels of Digital InfluenceSOCIAL NETWORKSMICROBLOGGING NETWORKSENTERTAINMENT NETWORKSSMS/INSTANT NETWORKSPURCHASING/SHOPPING NETWORKS Source: Crosscut Advisory LLC, chart from published data, 2011 GlobalHue: Influencing The Influencers Study, 2011
  46. 46. 44Rate of Digital Influence Content & Messaging, Media • Accuracy • Frequency Reach Speed • • Impact • Platform Time Source: Crosscut Advisory LLC, 2011 GlobalHue: Influencing The Influencers Study, 2011
  47. 47. 45Measuring the Impact of Influence • Adoption • Affinity • Awareness • Esteem • Loyalty • Persuasion • Preference • Purchase • Purchase consideration • Recall • Respect • Switching • Trial • TrustAs digital consumption becomes more seamless with everyday daily life, living is likelyto become more influenced from a digital perspective. What, where, when, why andby whom we are influenced are variables of our social and digital communities.Mobile digital perspectives are constantly refreshed with new digital intelligence. GlobalHue: Influencing The Influencers Study, 2011
  48. 48. 46The Ultimate MeasureLiking allows people to immediately become part of the wider discussion. In a sense itis a digital vote, an opinion at a specific moment in time, that broadcasts ourintentions and feelings to the public. Liking is one of the highest forms of influence. GlobalHue: Influencing The Influencers Study, 2011
  49. 49. 47“Multicultural Digital Influence on Consumer Markets” MULTICULTURAL CONSUMERS GlobalHue: Influencing The Influencers Study, 2011
  50. 50. 48DemographicsThe largest, most ethnically and racially diverse generation in American history areMillennials. Thirty-nine percent are minorities; twenty percent have at least one immigrantparent; ten percent has at least one non-citizen parent. Source: Pew Research Center, 2011 GlobalHue: Influencing The Influencers Study, 2011
  51. 51. 49Being MulticulturalMillennial multicultural youth are creating enormous change in their world. With newmedia, digital technology and information, they are in constant contact with one another,creating enriched content that diffuses virally entertaining and guiding popular culture. GlobalHue: Influencing The Influencers Study, 2011
  52. 52. 50On the InsideMulticulturalism has been proven not just to be an ideology, but rather a spirit of modernsocioeconomics, influencing mass adoption consumption of new, culturally relevant experiences.The sharing of digital files containing new lexicon, imagery, philosophies, perspectives andentertainment are indications of multicultural expressions. Digital is the new voice. GlobalHue: Influencing The Influencers Study, 2011
  53. 53. 51The M FactorMulticultural consumers are motivating the public to engage in new expressions of their digitalselves, recreating and reinterpreting the essence of identity. These new influences define anew era of possibilities which have been democratized through digital mediums and networks.The M Factor is the credible and persuasive force of change. GlobalHue: Influencing The Influencers Study, 2011
  54. 54. 52Constantly Moving the ConversationDigital conversations are never static. They move with time and space from one view point toanother. Multiculturals are transporting new ideas across borders and regions, looking forother social outlets and personalities who share similar views. And the marketplace is full ofnew ventures where digital access and platforms extends the reach of their digital voices. GlobalHue: Influencing The Influencers Study, 2011
  55. 55. 53Human Profile • 18-29 sweet spot, 18-34 is the wider target • Confident, connected, and open to change • Hispanics represent 19% of all multicultural Millennials • Twenty-five percent of all children born today are Hispanic • Unemployment of ages 20-24 is 14%; 37% not officially in workforce • Largest active military enlistees since Silent Generation • Less religious and more spiritual • Leading adopters of new technology • Social has become a digital medium and platform • 38% have a tattoo; 23% are sporting body piercings • Life Priorities: Marriage, parenthood, career success, social cause • 45% are from divorced families • Morality is relative and subjective Source: Pew Research Center; Paul Taylor - Confident, Connected and Open to Change, 2011 GlobalHue: Influencing The Influencers Study, 2011
  56. 56. 54Consumer Profile • Socially active, no kids, independent, migratory, open to dating • Living two inter-related lives - one digital, one analog • Millennials, Multicultural, Poly-ethnic • Pan-American geographic representation - they are everywhere • Social need to interact online with other people and communities • Need to express opinion, be heard, tell their stories • Social sharing: Giving and receiving digitally plugs them into pop culture • Innovative and technologically curious - there are no wrongs • In learning mode - absorbing as much content as possible • Forever mobile and transient • Embraces cultural and racial differences with pride - less acculturation • Strong and growing social-to-political viewpoints Source: Pew Research Center; Paul Taylor - Confident, Connected and Open to Change, 2011 GlobalHue: Influencing The Influencers Study, 2011
  57. 57. 55“Multicultural Digital Influence on Consumer Markets” CONSUMER INSIGHT GlobalHue: Influencing The Influencers Study, 2011
  58. 58. 56Consumer InsightMulticultural millennials look for digital signals to respond and engage in social and digitalcommunication. Digital signals are directional and informative language empoweringpeople to find what they are seeking. Social networks, communities and individuals havebranded specific signals to help direct the flow of global digital conversations GlobalHue: Influencing The Influencers Study, 2011
  59. 59. 57Environmental SignalsSymbols are shorthand signals which instantly indicate purpose, action or intent. Peopleare alerted by signals as they move through environments, helping establish protocol andsignificance. GlobalHue: Influencing The Influencers Study, 2011
  60. 60. 58Digital SignalsMulticultural millennials look for digital signals to respond and engage in social and digitalcommunication. Digital signals are directional and informative language empoweringpeople to find what they are seeking. Social networks, communities and individuals havebranded specific signals to help direct the flow of global digital conversations. GlobalHue: Influencing The Influencers Study, 2011
  61. 61. 59“Multicultural Digital Influence on Consumer Markets” IMPLICATIONS GlobalHue: Influencing The Influencers Study, 2011
  62. 62. 60Situation AnalysisMulticultural millennials are looking for new direction in the digital universe. They arebroadcasting their own unique digital signals to the world, reaching out and communicatingtheir social and digital attitudes and beliefs. Navigating new digital pathways can sociallyawkward, so youth look up to leadership brands that pave their own way. GlobalHue: Influencing The Influencers Study, 2011
  63. 63. 61Implications for BrandsIn order for brands to become digitally relevant to multicultural millennials, they mustinfluence them with a value proposition which can be manifested in their analog anddigital worlds simultaneously. Knowing how and what signals to broadcast in a virtualmarketplace is paramount for future consideration and purchase. GlobalHue: Influencing The Influencers Study, 2011
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