An App that Provides Quick Access to US Ethnicity and Race Data

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Rincon & Associates have come up with an extremely useful tool for those “who need instant access to brief snapshots of the U.S. population based on race and ethnicity”.

Wether you are in a client meeting, working on a report, or writting a post/article/tweet, Populus USA will provide you those nuggets of information you need in a matter of seconds. Be it for the whole country, state, metro area, county, or city, you’ll find enough general data to help you make your point.

 

Source:  Hispanic Trending

African-Americans Are Greatest Brand Loyalists

African-Americans are among the most brand-loyal consumer segments in the country, especially when compared to Caucasian consumers, according to the findings of NewMediaMetrics’s first 360 cross-platform analysis of the two consumer segments.

NewMediaMetrics, a strategic marketing optimization company, quantified the Emotional Attachment to brands and media and found that African-Americans were more attached to most brands than Caucasians.

This is critically important for marketers looking to increase their ROI from both marketing and media investments.

Read more: Kiss My Black Ads

BET Leads Coalition of Black Media/Agencies to Beef Up Ad Dollars

BET Networks has taken the lead in addressing the long-standing issue of getting corporations to invest more advertising dollars in Black-oriented media, in giving appropriate value to the Black consumer market. The cable company has brought together a consortium of Black-oriented media companies and advertising agencies for a campaign to “encourage increased investments in the African American consumer marketplace,” it was announced in a statement issued today.

The consortium’s members include HuffPost BlackVoices, Black Enterprise, Burrell Communications, Cable Advertising Bureau, Essence Communications, GlobalHue, Inner City Broadcasting Corporation, KJLH Radio, Johnson Publishing Company, National Association of Black Owned Broadcasters, Nielsen, North Star Group, National Newspaper Publishers Association, One Solution, Radio One, TV One, Interactive One, Reach Media, Steve Harvey Radio, TheGrio, The Root, The Africa Channel, UniWorld Group, Vibe Media and Walton Isaacson.

The consortium is launching the campaign using the name and hash tag #INTHEBLACK, and it also intends to demonstrate to corporations how its members can help companies reach the African American audience more effectively.

Read more: Kiss My Black Ads

Study Shows Hispanic and African American Shoppers Adopt Shopping Technologies at Faster Rate than Caucasians

According to a study in the latest issue of The Checkout, an ongoing shopper behavior study conducted by The Integer Group® and M/A/R/C Research, African Americans and Hispanics are adopting new shopping technologies at a faster rate than Caucasians, with 18 percent of African American shoppers and 16 percent of Hispanic shoppers using their mobile device to make purchases as compared to 10 percent of Caucasians.

One in five African American shoppers (21 percent versus 13 percent of Caucasian shoppers) use their phone to read product reviews and maintain shopping lists and one in five Hispanic shoppers (20 percent versus 13 percent of Caucasian shoppers) use their mobile device to compare prices on products. Despite smartphone penetration skewing lower among African Americans and Hispanics than Caucasians, both are leading the charge by using mobile as a means to access the digital world of shopping aids.

Read more: The Integer Group

America 2012: Five Realities Marketers Need To Know About Hispanics

Here are five things that every marketer who engages Hispanic audiences (which means everyone) should know – and importantly, how to act upon it to win for your business.

1. Give Hispanics opportunities to help others.
Sixty-nine percent of Hispanic respondents ranked “help people who are in need” as No. 5 on their list of aspirations compared to only 27% of non-Hispanics, who ranked this at No. 14. They want to make a difference, and if you can facilitate that, you can endear your brand to these consumers.

2. Capitalize on Hispanics’ optimistic outlook.
When it comes to Hispanics’ feelings toward the direction of the country: 73% of Hispanic respondents were either very or somewhat optimistic about the country’s direction, compared to just 46% of non-Hispanics. As such, they likely won’t delay their decision-making or purchases of big-ticket items until the economy improves. Be sure to tap into their more positive attitude with inspirational messages, building greater Hispanic affinity for your brand.

3. Recognize that Hispanics are more concerned about social issues.
Across the board, Hispanics are more likely to rate social issues as either extremely or very concerned. This is particularly true when it comes to drug abuse (66% vs. 37%), violence in our communities (66% vs. 56%), terrorism (61% vs. 51%) and childhood/adult obesity (57% vs. 43%). Dial up focus on these issues when addressing Hispanics specifically.

4. More than ever Hispanics are looking toward the future.
Hispanics are more concerned for the future well-being of their families than of themselves. For example, Hispanics rate being able to send their children to college as their top overall priority (76%), while this goal is No. 9 for non-Hispanics (34%). Although both groups rank saving for retirement high on their lists: It is the second-highest (73%) priority for Hispanics, and it tops the list for non-Hispanics at 51%. This presents a historic opportunity for marketers whose products plan for a better future, such as financial institutions and insurance companies.

5. Tap into Hispanics’ diversity.
Recognize that their concerns and aspirations vary by age, region, national origin and other factors. For example, Hispanics in McAllen,TX have prioritized wanting to help people who are in need (82% vs. 69% among all Hispanics surveyed) and learning a new trade or profession (56% vs. 39%). Consequently, these aspirations among others are higher up in their priority list compared with all Hispanic respondents. Tailor your messages according to these intricacies for maximum impact.

Read more: Forbes

Cultural Relevancy

There is a growing necessity for brand marketers to provide culturally relevant content and messaging that specifically targets US Hispanics. In fact, Nielsen’s recent study, The Hispanic Market Imperative – clearly states that Hispanics are the largest immigrant group to exhibit significant sustainability of their culture and are not disappearing into the American melting pot. Now that we have confirmed that cultural sustainability matters to US Hispanics, companies must become more educated about the Latino community not just as consumers – but more importantly, as people and the identity we represent as a diverse community. They must recognize that Hispanics buy brands that empower their cultural relevancy.

Read more: Hispanic Trending

U.S. Future “Unthinkable” Without Hispanic Population

The enormous demographic growth and buying power of the Hispanic population give this community a key role in the present and future of the United States, experts in Miami agreed on Thursday.

The figures and statistics confirm that “it’s going to be impossible to think about the future of the U.S. without thinking about Hispanics,” emasized Leo F. Estrada, UCLA associate professor or urban planning.

 
Read more:  Fox News Latino

Nielsen: Black Consumers Are ‘Above Average’ in Many of Their Online Activities

Black consumers watch more television than any other ethnic group according to statistics, but according to The Nielsen Co. they’re also highly active online and on their mobile devices, watching video, networking with their social connections, and making purchases.

The Nielsen’s latest Cross-Platform Report examined the digital media habits of the black consumer in the U.S., a segment with significant buying power which presents key opportunities for marketers — and illustrated their activities across online, mobile, social and TV.

Among the key findings on black consumers’ online activities:

- Black consumers are 67 percent more likely than other adults to purchase hair care products online.

- During the fourth quarter of 2011, 63 percent of black adults made a purchase online.

- Black Internet users spent 22 percent of their time online visiting Social Networks/Blogs in December 2011.

- YouTube accounted for 48 percent of black viewers’ online video time during December 2011, and 31 percent of black adults online watched consumer-generated video across the Web.

Source: Kiss My Black Ads