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A Portrait of the New America March 15, 2002

Multicultural Marketing Research

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"Portrait of the New America" covers the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes. Its to understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans Portrait Background Communications & Culture Connectivity & Culture Conversation & Culture Community & Culture Pride Factor Analysis It’s a Small World

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Page 1: Multicultural Marketing Research

A Portrait of the New America

March 15, 2002

Page 2: Multicultural Marketing Research

Agenda

Portrait Background Communications & Culture Connectivity & Culture Conversation & Culture Community & Culture Pride Factor Analysis It’s a Small World Additional Tools

Page 3: Multicultural Marketing Research
Page 4: Multicultural Marketing Research
Page 5: Multicultural Marketing Research

Background

On August 9, 2001, The Market Segment Group launched the most comprehensive study of its kind to help businesses understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans4,000+ interviews among U.S.

Hispanics, Blacks, Asians & Anglos

Page 6: Multicultural Marketing Research

Background

Titled "Portrait of the New America" and distributed initially to the 900,000 U.S. Forbes subscribers with the January 21, 2002 issue, and to 16,000 Ad Age subscribers last month, the interviews covered the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes

1. HOW MANY U.S. SUBSCRIBERS TO FORBES ARE THERE?

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Phone Service at Home

Anglo HispanicAfrican

American Asian

Have a telephone and a long distance company 80 61 64 83

Have a telephone, but don't have a long distance provider 20 39 36 17

Despite their heavy phone use, many Hispanics and African Americans don’t have a long distance carrier

2. WHAT % OF HISPANICS HAVE NO LD PIC?

Have we developed fully integrated marketing plans for each segment to counter the threat posed by prepaid, wireless, DAR and Calling Centers?

Page 9: Multicultural Marketing Research

LD Methods

Anglo HispanicAfrican

American Asian

Direct Dial 68 54 55 51Dial Around 17 24 12 13Pay Phone 12 8 10 10

Prepaid Card 28 47 28 44Cellular Phone 45 23 39 49

Collect 6 7 11 7Call Over the Internet 5 4 4 7

Hispanics more DAR; Hispanics & Asians more Prepaid; Hispanic and African American wireless lagging

3. WHICH GROUP USES MOST DAR & PREPAID?

How satisfied are we with our Hispanic and Asian Prepaid effort?

Page 10: Multicultural Marketing Research

Trade-offs

Anglo HispanicAfrican

American AsianProvides high quality customer

service or 75 48 60 67Innovates in ways that improve

your ability to communicate in the future 25 52 40 33

That I always be able to reach loved ones in an emergency or 96 88 87 78

That I always have access to new and improved phone products and

technology 4 12 13 22

Which Is More Important when It Comes to Technology and Telephone Service While service

is the most important feature in a telephone service provider, Hispanics and African Americans also value innovation & technology.

4. WHICH GROUP MOST VALUES INNOVATION?

Marketing Communications need to reflect this

Page 11: Multicultural Marketing Research

Outbound Telemarketing

Received a Telemarketing Call in a Language Other Than English

Anglo HispanicAfrican

American Asian

Yes 29 11No 61 56

5. WHAT % OF HISPANICS HAVE EVER RECEIVED AN IN-LANGUAGE OTM CALL?

What’s the effectiveness of our in-language (vs. English) OTM effort?

Page 12: Multicultural Marketing Research

Brand Relationship

• More Hispanics have a “close” relationship with their telecom service provider than any other group

• Anglos report the most “negative” relationships

Brand Relationship

11.8%

27.9%

17.2%

17.3%

26.4%

23.2%

32.6%

26.6%

34.0%

27.2%

29.5%

26.6%

25.7%

10.8%

17.1%

18.7%

Anglo

Hispanic

African American

Asian

NegativeNeutralFunctionalClose

6. WHICH GROUP HAS CLOSEST RELATIONSHIP WITH TELECOM SERVICE PROVIDER?

Again, Marketing Communications need to reflect this

Page 13: Multicultural Marketing Research

Brand RelationshipRelationship

TypeRelationship Anglo Hispanic

African American

Asian

Close Friend 8.3% 15.0% 10.9% 14.1%Family Member 2.1% 9.5% 4.7% 1.6%

Hero/Mentor 1.4% 0.7% 0.8% 0.0%SoulMate 0.0% 2.7% 0.8% 1.6%

Colleague 17.4% 13.7% 21.7% 12.5%Servant 9.0% 9.5% 10.9% 14.1%

Neutral Acquaintance 34.0% 27.2% 29.5% 26.6%

Stranger 22.2% 8.8% 12.4% 15.6%Enemy 3.5% 2.0% 4.7% 3.1%

Close

Functional

Negative

• Hispanics define their “closer” relationships with their telephone provider mostly as a “close friend” and many as a “family member.”

• Many Anglo relationships with their telecom providers can be described as cold.

Again, Marketing Communications need to reflect this

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Technology Owned

Technology owned

Anglo HispanicAfrican

American Asian

PC 64 43 39 71Online or Internet service 67 43 39 68

Reason PC IS Used

Anglo HispanicAfrican

American Asian

Personal 44 51 53 63Business 4 3 6 0

Both 48 36 32 38

Most whites and Asians have PCs and are on the Internet.

7. WHAT IS AFRICAN AMERICAN HOME PC PENETRATION?

Does WorldNet have a home message that incorporates business?

Page 16: Multicultural Marketing Research

Internet Use

African Americans are more likely to use the Internet for entertainment and less likely to use it for news.

Anglo HispanicAfrican

American Asian

E-mail 85 77 71 96Entertainment 49 52 65 57

Auctions 20 18 18 17Download music 27 32 50 52

News 47 47 35 70Job hunting 28 24 35 30

Research 60 44 59 70Chatting 29 42 35 57

Shopping 49 37 29 57Other 9 16 21 13

8. WHICH GROUP IS MOST LIKELY TO CHAT ONLINE?

WorldNet Marketing Communications should reflect this

Page 17: Multicultural Marketing Research

Email Use

Have A Personal e-mail Account

87

76

8591

Anglo Hispanic AfricanAmerican

Asian

While Hispanics use e-mail, they are less likely to have a personal e-mail account.

9. WHICH GROUP IS LEAST LIKELY TO HAVE A PERSONAL EMAIL ACCOUNT?

Does WorldNet Hispanic marketing emphasize the availability of a personal email account?

Page 18: Multicultural Marketing Research

Email Use

Anglos and Asians use e-mail more frequently than African Americans or Hispanics

How Often e-mail is Used

Anglo HispanicAfrican

American Asian

Daily 55 42 41 612-6/ Week 24 18 32 30

Weekly 9 13 3 9Bi-weekly 5 7 3

Monthly 1 11 3Less than monthly 3 3 18

10. WHICH GROUP USES EMAIL MOST FREQUENTLY?

Do we have Asian-targeted email campaigns?

Page 19: Multicultural Marketing Research

Online Activities

Recently Done

Anglo HispanicAfrican

American Asian

Gone online at home via a PC 54 30 42 69Gone online at home via Digital TV 5 4 5 8

Gone online at work 33 18 28 43Gone online at

school/college/university 15 12 16 36Gone online at a cyber café 3 3 2 7

Gone online via a mobil phone 6 5 7 9Gone online elsewhere 11 9 13 21

Sent emails 34 25 31 62Used a mobile/cellular phone 33 31 39 54

Bought goods or services online 28 15 18 40Never used the Internet 25 44 27 6

11. WHICH GROUP IS MOST LIKELY TO HAVE GONE ONLINE VIA A MOBIL PHONE?

Important for offer development as well as Marketing Communications

Page 20: Multicultural Marketing Research

Surfing

Asians prefer to surf in English whereas a third of Hispanics prefer to do so in Spanish.

Language of Preference When Surfing the Internet

10063

100

374

96

Anglo Hispanic AfricanAmerican

Asian

English Native Language

12. WHAT % OF HISPANICS PREFER TO SURF IN SPANISH?

Is AT&T’s Spanish-language web presence adequate?

Page 21: Multicultural Marketing Research

Banner Ads

Anglo HispanicAfrican

American Asian

None 49 55 53 44One to three 31 19 27 52

Four to five 5 10 4More than five 12 8 18

Mean 1.6 1.4 1.6 1.2

Number of Banner Ads Clicked On in a Month

13. WHICH GROUP IS MOST LIKELY TO CLICK ON BANNER ADS?

How effective have banner ads been for us? How do we know?

Page 22: Multicultural Marketing Research

Online Shopping

Feel Safe Using Credit Cards for Online Shopping

3121

15

35

Anglo Hispanic AfricanAmerican

Asian

Hispanic and African American consumers do not feel as safe using their credit cards online for shopping

14. WHICH GROUP FEELS LEAST SAFE USING CREDIT CARDS ONLINE?

Do we have a complete e-commerce plan for the ethnic segments?

Page 23: Multicultural Marketing Research

Internet Importance

Anglo HispanicAfrican

American Asian

Price 36 27 41 21Speed 26 20 21 35

Reliability 34 40 27 35

Importance With Regard to Internet Connection

Hispanic users are more concerned with connection reliability.

15. WHAT’S MOST IMPORTANT TO HISPANICS WITH REGARD TO INTERNET SERVICE: PRICE, SPEED OR

RELIABILITY OF CONNECTION?

Again, Marketing Communications need to reflect this

Page 24: Multicultural Marketing Research

Future Purchases16. WHICH GROUP IS MOST LIKELY TO BUY A PC IN

THE NEXT 6 MONTHS?

Likelihood of Getting Internet Access in Next Six Months

57 46 39

4142 54 36

46

Anglo Hispanic AfricanAmerican

Asian

Likely Unlikely

Likelihood of Buying A PC in Next Six Months

2035 39

75 56 52 60

40

Anglo Hispanic AfricanAmerican

Asian

Likely Unlikely

Are our resources aligned with the opportunity?

Page 25: Multicultural Marketing Research

Broadband Awareness

17. WHICH GROUP HAS THE LOWEST AWARENESS OF BROADBAND?

Hispanics have the least awareness of broadband.

Ever Heard of Broadband

51

1935

53

Anglo Hispanic AfricanAmerican

Asian

The Broadband team has some work to do

Page 26: Multicultural Marketing Research

Brand Relationship

18. WHICH GROUP HAS THE CLOSEST RELATIONSHIP WITH THEIR ISP?

Close

Functional

Neutral

Negative

Brand Relationship Distribution (ISP)

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Anglo

Hispanic

Afr Am

Asian More Asians report “close” relationships with their ISP. A higher concentration of them defined the relationship as a “close friend.”

Do we have a fully integrated marketing plan for Asian WorldNet?

Page 27: Multicultural Marketing Research

Brand Relationship19. WHICH GROUP RELATES TO THEIR ISP AS A

FAMILY MEMBER?

• Hispanics and African American’s tend to relate to brands as “family members.”

• Anglo’s and African Americans view ISPs more negatively than Hispanics or Asians.

Relationship Type Relationship Anglo HispanicAfrican

AmericanAsian

Close Friend 19.3% 22.1% 19.0% 41.3%Family Member 2.3% 7.8% 7.6% 2.2%

Hero/Mentor 0.0% 1.3% 1.0% 4.3%SoulMate 2.3% 2.6% 3.8% 4.3%

Colleague 15.9% 11.7% 13.3% 13.0%Servant 13.6% 9.1% 16.2% 19.6%

Neutral Acquaintance 27.3% 27.3% 11.4% 8.7%

Stranger 8.0% 3.9% 8.6% 0.0%Enemy 4.5% 1.3% 3.8% 0.0%

Close

Functional

Negative

Again, Marketing Communications need to reflect this

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Language Spoken at Home

20. WHAT % OF HISPANICS SPEAK SPANISH PRIMARILY, OR SPANISH & ENGLISH EQUALLY AT

HOME?

Language Spoken in Household Among Hispanics

3026 24

128

SpanishPrimarily

PrimarilySpanish

With SomeEnglish

BothSpanish and

EnglishEqually

PrimarilyEnglish with

SomeSpanish

EnglishExclusively

Eight in ten Hispanics are dependent on their native language

What proportion of your Hispanic marketing material is in-language?

Page 30: Multicultural Marketing Research

In-language Media Consumption

21. WHAT IS THE AVERAGE # OF SPANISH-LANGUAGE TV HOURS/WEEK CONSUMED BY US

HISPANICS?

Correlation coefficient is .73.

Relationship Between Years in the US and the No. of Hours Watching Spanish TV

0

10

20

30

40

0 2 4 6 8Years in US

Hrs

. Wat

chin

g S

p. T

V

Years in the US

Weekly Hrs ofSpanish TV

Mean = 10 hours

Does our Spanish-language TV advertising reflect this level of tenure in the US?

Page 31: Multicultural Marketing Research

Attitudes Toward Language

22. IS TEACHING CHILDREN TO SPEAK IN NATIVE LANGUAGE MORE IMPORTANT TO HISPANICS OR

ASIANS?

Anglo HispanicAfrican

American Asian

Bilingual Education System 53 87 80 70Bilingual Signs in Public 47 88 75 61

Teach Children to Read and Write in English 93 96 93 82Teach Children to Speak English 97 96 89 91

Teach Children to Read and Write in Native Language 88 58Teach Children to Speak in Native Language 89 61

Importance of – Percent Top 2 Box

In-language communications likely to remain important over time

Page 32: Multicultural Marketing Research

Attitudes Toward Ethnicity

23. WHICH GROUP, HISPANICS OR ASIANS, IS MORE LIKELY TO SELF IDENTIFY AS “ETHNICITY,

NOT AMERICAN?”

Ethnic Self-Identification

Anglo HispanicAfrican

American Asian

American, not Ethnicity 2 3American First, Ethnicity Second 11 15

Ethnicity and American Equally 36 46Ethnicity First and American Second 28 15

Ethnicity, Not American 25 12

The lion’s share of Hispanics and Asians still place their ethnicity equal to or ahead of their self-description as Americans

Again, Marketing Communications need to reflect this

Page 33: Multicultural Marketing Research

Attitudes Toward Ethnicity

24. APP. WHAT % OF ETHNIC AMERICANS BELIEVE THAT THERE SHOULD BE ADVERTISING TARGETING

THEM?

Agree With – Percent Top 2 Box

Anglo HispanicAfrican

American Asian

I Am Proud of My Ethnic Heritage 98 96 94It is Important For Immigrants to Learn to Speak English 94 93 97

I believe Parents Should Pass On Ethnic Traditions 89 86 91I Feel the Need to Susutain Ethnic Tradions and Symbols 89 75 91

Religion Is Very Important In My Life 81 85 70I Prefer Ethnic Role Models For My Children 66 66 55

It Is Important to Be Accepted By Other Ethnicities 62 59 70It Is Important to Prepare to Adopt an American Way of Life 70 70 73

There Should Be Advertising Directed Specifically to Hispanic, African American, and Asian Consumers 60 63 58

This last point is an important piece of the business case

Page 34: Multicultural Marketing Research

Attitudes Toward Ethnicity

25. WHICH IS MORE IMPORTANT FOR AFRICAN AMERICANS & ASIANS TO PRESERVE, “RESPECT

FOR ELDERS” OR “COMMITMENT TO FAMILY”

Aspects of Ethnicity Important to Preserve – Percent Top 2 Box

Anglo HispanicAfrican

American Asian

Language 17 8 27Respect For Elders 30 38 33

Commitment to Family 40 19 30Religion 11 24

Music/Songs 3Foods 2 6

Holidays 1 3

Again, Marketing Communications need to reflect this

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Page 36: Multicultural Marketing Research

Issues Facing Community

26. WHICH GROUP WORRIES THE MOST ABOUT CRIME?

Important Issues Facing Community• Hispanics are more concerned than other segments about drugs in the community

• Asians worry more than others about crime

Anglo HispanicAfrican

American Asian

Education 56 53 52 53Drugs 10 20 12 9AIDS 2 1 9 3

Child abuse 6 9 6 3Health care 4 5 6 9

Care for the elderly 7 2 3Alcoholism 3 2

Crime 8 5 7 15Gang violence 3 6 5 3

This is relevant for philanthropy and Community Relations

Page 37: Multicultural Marketing Research

Confidence in the Government27. WHICH GROUP HAS THE LEAST CONFIDENCE IN

GOVERNMENT & THE JUDICIAL SYSTEM?Confidence In Government - Top 2 Box

38

65

48

50

Anglo

Hispanic

AfricanAmerican

Asian

Confidence In Judicial System - Top 2 Box

36

60

40

44

Anglo

Hispanic

AfricanAmerican

Asian

Confidence In Police/Law Enforcement - Top 2 Box

57

60

29

41

Anglo

Hispanic

AfricanAmerican

Asian

Governmental Agencies Violate Privacy Rights - Top 2 Box

40

29

47

38

Anglo

Hispanic

AfricanAmerican

Asian

• Hispanics have overwhelmingly more confidence in the government and its branches

• Anglos have the least confidence

This is important for Hispanic community/guerilla marketing initiatives

Page 38: Multicultural Marketing Research

Immigration28. WHICH GROUP IS MOST INCLINED TO BELIEVE THAT MOST IMMIGRANTS ARE COMING TO THE US

ILLEGALLY?How Are Immigrants Coming to the US

Should Government Change the Law to Reduce Legal Immigration - Percent

Saying Yes

37

39

41

44

Anglo

Hispanic

AfricanAmerican

Asian

Should Government Change the Law to Reduce Illegal Immigration - Percent

Saying Yes

75

62

70

59

Anglo

Hispanic

African American

Asian

Anglo HispanicAfrican

American AsianLegally 38 18 34 35Illegally 56 79 57 50

Hispanics are more inclined to perceive immigration as “illegal”

Be careful with stereotypes

Page 39: Multicultural Marketing Research

Immigration29. WHICH GROUP IS MOST CONCERNED ABOUT

ILLEGAL IMMIGRATION?

How Important Is It For Federal Government Crack Down on Illegal Aliens

Anglo HispanicAfrican

American Asian

Important 56 52 63 56Unimportant 30 33 23 15

Anglo HispanicAfrican

American Asian

Very 21 26 27 24Somewhat 50 18 47 38

Not at all 31 53 26 32

Concerned About Illegal Aliens

Anglo HispanicAfrican

American Asian

Keep doors open to immigration 64 69 61 62Strictly limit immigration 33 27 37 27

Don't know 3 4 2 12

The Government Should

African Americans are more concerned with illegal immigration and are more prone to want a call to action

Be careful with stereotypes

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Growth

+ 460 Births

- 250 Deaths

+ 100 Immigrants

= 310 More People

Page 41: Multicultural Marketing Research

Growth

2.7 MillionNew Americans

Every Year

2.7 MillionNew Americans

Every Year

Page 42: Multicultural Marketing Research

How is America Changing?

1990 2000 2020 2050

HispanicAsianAfr. Am.Anglo

53%

47%

Page 43: Multicultural Marketing Research

Welcome to the New America

1960s 1970s 1980s 1990s

All Other Places

Latin America

Asia

Europe

Page 44: Multicultural Marketing Research

Where do Hispanics live and work?

Page 45: Multicultural Marketing Research

Where do African Americans live and work?

Page 46: Multicultural Marketing Research

Where do Asians live and work?

Page 47: Multicultural Marketing Research

Leisure Time30. WHICH GROUP IS MOST LIKELY TO READ FOR

PLEASURE?

Anglo HispanicAfrican

American Asian

Cooking for pleasure 61 51 66 50Going to gym/health club 30 43 38 32

Hunting or fishing 30 32 27 21Reading for pleasure 82 65 73 68

Hanging out with friends 84 76 71 62Collecting collectibles 41 39 35 18

Attending sports events 48 49 52 47Doing home improvement projects 71 69 63 29

Playing cards 66 32 57 35Camping or hiking 52 37 22 24

Gambling 16 15 15 12Bowling 27 22 41 41

Taking pleasure trips 71 62 65 68Playing team sports 23 41 36 42

Eating out at restaurants 86 79 76 74Watching TV 90 84 83 74

Going to the beach or lake 69 75 51 53Going to museums, concerts, or theatre 72 55 72 56

Jogging, running, biking 44 54 41 50Playing home video games 21 25 38 35

Playing tannis, golf, skiing, or swimming 51 32 27 50Going shopping 65 82 78 71Going to parties 57 71 58 56

This is important for MarComm, as well as for reward program development

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Page 49: Multicultural Marketing Research

Pride Factor Analysis

Heritage Your religionYour nationalityYour political allegiance

Work & Skills The sort of job you doThe company you work forThe amount you earnYour special skills and knowledge

Image & Possessions Your Physical appearanceThe sort of clothes you wearYour furniture & household possessionsYour carYour social class

Active Leisure Your hobbies or interestsDifferent places in world visited

Nesting Your familyYour homeThe people you knowYour neighborhoodYour health & fitness

5 PRIDE FACTORS

Page 50: Multicultural Marketing Research

Pride Factor AnalysisANGLOS ARE NOT PARTICULARLY PROUD OF ANY ONE ASPECT OF THEIR LIVES

Total

Anglos Adults0.50

0.30

0.10

Heritage

Work/Skills

My World/Nesting

Active Leisure

Image/Possessions

-0.10

-0.30

-0.50

Page 51: Multicultural Marketing Research

Pride Factor AnalysisHISPANICS TAKE EXTRAORDINARY PRIDE IN THEIR HERITAGE, & IMAGE/ POSSESSIONS

0.50

0.30

0.10

Heritage

Work/Skills

My World/Nesting

Active Leisure

Image/Possessions

-0.10

-0.30

-0.50

Total

Hispanic Adults

Support Hispanic programs with image enhancement language

Page 52: Multicultural Marketing Research

Pride Factor AnalysisAFRICAN AMERICANS TAKE GREAT PRIDE IN THEIR HERITAGE, & THEIR IMAGE/POSSESSIONS

0.50

0.30

0.10

Heritage

Work/Skills

My World/Nesting

Active Leisure

Image/Possessions

-0.10

-0.30

-0.50

Total

Afr. Am. Adults

Support African American programs with image enhancement language

Page 53: Multicultural Marketing Research

Pride Factor AnalysisMY WORLD/NESTING IS NOT PARTICULARLY RELEVANT TO ASIANS

Total

Asian Adults0.50

0.30

0.10

Heritage

Work/Skills

My World/Nesting

Active Leisure

Image/Possessions

-0.10

-0.30

-0.50

For Asian programs, focus on product functionality rather than psychographic benefits

Page 54: Multicultural Marketing Research

Pride Factor Analysis: Summary

Asian

0.50

0.30

0.10

Heritage

Work/Skills

My World/Nesting

Active Leisure

Image/Possessions

-0.10

-0.30

-0.50

Total

Hispanic

Afr. Am.

Page 55: Multicultural Marketing Research
Page 56: Multicultural Marketing Research

It’s a Small World

WHAT IF IT WERE A SMALL WORLD AFTER ALL?

If you took the world’s population and reduced it to 100 people, there would be:

57 Asians

21 Europeans

14 North & South Americans

8 Africans

Page 57: Multicultural Marketing Research

It’s a Small World

70 people would be non-Christian

30 people would be Christian

Page 58: Multicultural Marketing Research

It’s a Small World

50% of the entire world’s wealth would be in the hands of only 6 people

These 6 would all be citizens of the United States

Page 59: Multicultural Marketing Research

It’s a Small World

70 people would be unable to read

50 people would suffer from malnutrition

80 people would live in sub-standard housing

Only 1 person would have a university education