Engaging the online multicultural consumer: Insights from Nielsen and Kraft Foods

Drawing on presentations from the Advertising Research Foundation's People/Social Media Forum in September 2011, this report offers multicultural insights from Hispanic and African-American consumers in the US.

Engaging the online multicultural consumer: Insights from Nielsen and Kraft Foods

Geoffrey PrecourtWarc

Some figures from Nielsen, discussed at the Advertising Research Foundation's People/Social Media Forum in September 2011, revealed that:

  • More than 30% of all US mobile consumers have switched over to smartphones;
  • Only 27% of non-Hispanic white mobile owners have smartphones;
  • By contrast, 45% of both Hispanic and Asia-Pacific consumers who have cellphones have upgraded to smartphones. And the figure is 33% among African-Americans;
  • Mobile users among Hispanic, Asia-Pacific, and African-American consumers tend to be younger than their non-Hispanic white counterparts.

Some...

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