98 percent of population growth in the largest U.S. metropolitan areas in the past 10 years has been in non-white populations. The U.S. multicultural market, widely regarded as Hispanics (Latinos), African Americans, Asian Americans and Whites, is of increasing importance to marketers of a broad range of brands.
Would you be surprised if minority groups led the adoption of non-voice activity on cell phones? How should marketers navigate the increasingly diverse, digital world where minorities might make up the majority of users of new technologies?
This presentation offers a crash course in understanding the U.S. multicultural market and how to leverage digital media to reach it. This deck was originally shared at PodCamp Philly 2011 (#PCPhilly2011).