Diversity matters in market research

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Published on March 27, 2016 with No Comments

Marketers have long attempted to target customers by analyzing demographics. Whether by age, gender, zip code, educational milestones or family size, customer demographic information was valuable for targeting marketing materials. Now in the age of an increasingly multicultural marketplace, the Nielsen people are back at it, analyzing the behavior of different cultural groups for marketing purposes. In bygone days the Nielsen name was most closely associated with television viewing habits but now they do so much more. Their latest foray into “dissecting diversity” yielded a trove of information that marketers might find helpful. It’s all very fascinating stuff, delving into such details as the types of stores preferred by each group, their frequency of shopping trips and more. While everyone may dance at weddings, each group has different behavioral patterns.
As compared to “Average Americans,” (if anyone really wants to be called average), it turns out that Asians and Pacific Islanders are more likely to visit blogging websites. African-Americans are 30 percent more likely to visit Twitter. Meanwhile, Hispanic-Americans are 54 percent more likely to visit MySpace. Who knew people were still visiting MySpace? Nielsen also discovered that African-Americans “talk” more on their cell phones, and watch a lot more television than others – especially premium channels. The Asian and Pacific group spends a lot more time on the internet than average folk, and like Hispanics, they outpace the average in smart phone activities such as texting and banking. Asians buy more fresh produce, nuts and yogurt among other healthy stuff. And what this means is that everyone might actually dance to different drummers at their weddings.

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