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...