Ethnic Pitches from Marketers to Target Favorite Media Platform

Earlier this year, The Nielsen Company released data showing that the average consumer spends over 5 hours a day in front of the TV screen. New information from Nielsen underscores significant differences between ethnic groups and their use of screens ranging from TVs to computers. Marketers should pay attention to these differences and place their ad campaigns with the media formats most likely to appeal to specific ethnic groups.

When it comes to screens, TV rules for African Americans who spend nearly 7 hours a day watching content in this format. These consumers are also heavier than average users of Twitter. For African Americans, shopping is all about frequent trips and lower than average spending. On each of their 165.7 trips (per household annually), African Americans spend an average of $37.

Hispanics are huge smartphone users with a 45% penetration rate. This group also enjoys visiting MySpace. But Hispanics, both English and Spanish speaking, exhibit the lowest rate of online use monthly.  Spanish-​speaking Hispanics spend the most per shopping trip, $50.6o, and the second-​most per household per year, $7,245. Their preferred retail channels include dollar stores and warehouse clubs and they spend heavily on staples for at-​home cooking.

Asians/​Pacific Islanders have the highest online use rates, at 10 hours and 39 minutes per person. Favorite destinations include blogs, Twitter and online video. This group is all about buying on deals. Over 30% of their purchases are bought at discount. They average $45.90 of spending per shopping trip and are more likely than other groups to load up on fresh fruits and vegetables and skin care products.

Nielsen data indicates that the average U.S. household spends $7,245 on retail shopping annually, excluding gas and prescription only trips. Marketers who do the best job of crafting and positioning ad campaigns to appeal to ethnic groups will be rewarded with higher sales.

[Source: Pearson-​McNeil, Cheryl and Hale, Todd. Dissecting Diversity: Understanding the Ethnic Consumer. NielsenWire​.com. 19 May 2011. Web. 3 Jun. 2011]


Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.