DIVERSE INTELLIGENCE SERIES: THE POWER OF THE MULTI‐CULTURAL CONSUMER HISPANIC / LATINO, ASIAN‐AMERICAN, AFRICAN‐AMERICAN , WOMEN AND LGBT INSIGHTS
HOW WE DRIVE DIVERSITY
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OUR STRUCTURE
LEADERSHIP ACCOUNTABILITY
NIELSEN DIVERSITY COUNCIL
EMPLOYEE RESOURCE GROUPS
PUBLIC AFFAIRS & EXTERNAL ADVISORY COUNCILS
SUPPLIER DIVERSITY PROGRAM
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{AN UNCOMMON SENSE OF THE CONSUMER}
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is based on a simple premise: only Nielsen brings clients closer to its consumers through innovative, solution‐based insights derived from understanding what people watch and what they buy, around the world.
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THE CHANGING FACE OF AMERICA
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U.S. POPULATION IS
320M+
IN 7 YEARS ETHNIC GROUPS WILL NUMBER
Source: Nielsen, US Census
+170M
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THE OPPORTUNITY…
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BY 2015, ETHNIC CONSUMERS WILL ACCOUNT FOR APPROXIMATELY
$3.5 TRILLION OF US BUYING POWER
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THAT CONTINUES TO GROW
HISPANICS
if this growing population were its own economy, it would be the 12th largest in the world
ASIAN‐AMERICANS
Chinese is the third most popular language spoken in U.S. ‐ 2.8MM people speak it.
AFRICAN‐AMERICANS
US Black population larger than 163 out of 195 countries including Canada, Poland and Australia
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LATINOS ARE YOUNG AND FOCUSED ON LANGUAGE
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131 HISPANICS BORN EVERY HOUR 60% UNDER AGE 35
Source: Nielsen
THE PER CAPITA INCOME HIGHER THAN ANY ONE OF THE HIGHLY COVETED BRIC COUNTRIES
9 OUT OF 10 HISPANIC PARENTS WANT THEIR CHILDREN TO SPEAK SPANISH
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LATINOS ARE CONNECTED
63% OWN SMARTPHONES; SEND / RECEIVE 941 TEXTS PER MONTH
Source: Nielsen
WATCH 33 HOURS OF TV PER WEEK
STREAM 6:15 HOURS OF VIDEO PER MONTH
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LATINOS SHOP LESS, SPEND MORE FEWER TRIPS TO STORE THAN AVERAGE*
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143 vs.149
SPEND MORE PER TRIP THAN AVERAGE*
$52 vs. $47 * AVERAGE = WHITE NON‐HISPANIC Source: Nielsen
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Copyright ©2013 The Nielsen Company. Confidential and proprietary.
ASIAN‐AMERICANS BIG EARNERS, HIGHLY EDUCATED
18.2MM POPULATION
Source: Nielsen, US Census
46% GROWTH
$63,904 MEDIAN INCOME
50% COLLEGE EDUCATED
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ASIAN‐AMERICANS HEAVIEST TECHNOLOGY USERS
67% OWN SMARTPHONES
Source: Nielsen
VIEW 3,600 WEB PAGES PER MONTH
STREAM TWICE AS MUCH AS ANY OTHER ETHNIC SEGMENT
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ASIAN‐AMERICANS SHOP MORE, SPEND SIMILARLY MORE TRIPS TO STORE THAN AVERAGE*
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152 vs.149
SPEND NEAR AVERAGE PER TRIP*
$46 vs. $47 * AVERAGE = WHITE NON‐HISPANIC Source: Nielsen
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AFRICAN‐AMERICANS YOUNG AND INFLUENTIAL
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35 YOUNG > 50% OF POPULATION IS UNDER 35
Source: US Census
INFLUENTIAL COLLEGE EDUCATED 73% WHITES & 54% WOMEN 67% HISPANICS 45% MEN SAY BLACKS DRIVE MAINSTREAM CULTURE
BUYING POWER WILL BE $1.1TRILLION IN 2.5 YEARS
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AFRICAN‐AMERICANS VORACIOUS MEDIA USERS
54% OWN SMARTPHONES; TALK TWICE MORE THAN AVERAGE
Source: Nielsen
WATCH 40% MORE TV AND OWN 4 OR MORE TV’S
LISTEN TO 26 HOURS OF RADIO PER WEEK
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AFRICAN‐AMERICANS FREQUENT SHOPPERS MORE TRIPS TO STORE THAN AVERAGE*
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163 vs.149
SPEND LESS THAN AVERAGE PER TRIP*
$38 vs. $47 * AVERAGE = WHITE NON‐HISPANIC Source: Nielsen
BRANDED PRODUCTS REPRESENT 82% OF TOTAL HOUSEHOLD PURCHASES
SPEND 300% MORE AT HIGH‐END RETAILERS LIKE WHOLE FOODS
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TOP 3 THINGS YOU NEED TO KNOW
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HISPANICS
ASIAN‐AMERICANS
AFRICAN‐AMERICANS
LANGUAGE MATTERS: Navigate the world in both Spanish and English
BIG EARNERS, HIGHLY EDUCATED: Tailor your marketing effort to sophisticated and savvy tastes
VORACIOUS MEDIA USERS: Can’t be reached exclusively through general media
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WOMEN POWERFUL AND INFLUENTIAL
80% OF ALL CONSUMER GOODS PURCHASES IN THE U.S. ARE INFLUENCED OR MADE BY WOMEN
27% OF ALL HOUSEHOLDS ARE HEADED BY SINGLE WOMEN
FOR THE FIRST TIME IN HISTORY, THERE ARE MORE WOMEN THAN MEN IN THE WORKFORCE
WOMEN REACT DIFFERENTLY
ADVERTISING CREATIVE THAT WORKS BEST FOR WOMEN
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AGES 13‐34
AGES 35‐54
Storyline: Upbeat, High Energy
Storyline: Sentimental, Milestone Events
Theme: Aspirational, Celebrities, Fun
Theme: Real Life, Everyday Family Activities
Humor: Off‐beat, but not mean‐spirited
Humor: Safe, in no way “inappropriate”
Characters: Happy Situations, “I could be her”
Characters: Real World Settings, Relatable Situations
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ADVERTISING SOURCES WOMEN TRUST MOST Recommendations from people I know
92%
Consumer opinions posted online
69%
56%
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Branded websites Editorial content such as newspaper ads Emails I signed up for
59%
50%
Source: Nielsen Global Trust in Advertising Survey, Q3 2011
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Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Top preferred information sources to learn about new products
38%
35%
Likeliness to purchase a new product when learned through these sources
Men
73%
81% 70%
75%
67%
75%
Men Women
22% 13%
TV AD
Source
FREE SAMPLE
10%
13%
FRIENDS/FAMILY
FRIENDS/FAMILY
SAW IN STORE
FREE SAMPLE
Source: Nielsen Global Survey of New Products, Q3 2012
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GROCERY STORE
Source
MALL
OTHER STORES
Women
11PM
10PM
9PM
8PM
7PM
6PM
5PM
4PM
3PM
2PM
1PM
12PM
11AM
10AM
17%
9AM
21% 22%
8AM
27%
1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 7AM
Women Men
30%
19%
Reach of shopping usage on mobile phone by hour
6AM
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Mobile phone used during shopping trip
Men
Source: Media Behavior Institute
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Copyright ©2013 The Nielsen Company. Confidential and proprietary.
MEN BUY; WOMEN SHOP Men are goal‐oriented shoppers. They shop to “win” or to complete a goal.
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Copyright ©2013 The Nielsen Company. Confidential and proprietary.
DISCOVERY Comparing prices online while shopping in a store
33% 37%
42% 33% Browsing products through mobile web or apps
26% 18% Searching for/using online coupons
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PURCHASE Scanning a barcode to compare prices/product info
15% 22%
24% 22%
Purchasing products through mobile sites or apps
7% 9%
Paying for goods and/or services at POS at a merchant
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LATINA PREDOMINANT DECISION MAKERS
LATINAS CONTROL THE LION’S SHARE OF THE $1.2 TRILLION IN ANNUAL HISPANIC BUYING POWER
86% OF LATINAS SAY A WOMAN IS THE PRIMARY SHOPPER IN THEIR HOUSEHOLDS
LATINA PERCEIVED DECISION MAKING BY GENDER
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MARKETERS MAKE BETTER DECISIONS REGARDING WOMEN WHEN THEY: •
Understand the key differences in attitude and preference specific to women.
•
Design around how she thinks, what she likes, her life‐stage and ethnic differences.
•
Communicate in ways that recognize her preferences.
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THE SAME‐SEX PARTNERED HOUSEHOLDS ARE WORTH 25% MORE DOLLARS This group makes 16% more trips than the average household
Shopping Trips
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Total US HHs
149
Total Same‐Sex Partnered HHs
173
Male Same‐Sex Partnered HHs
Female Same‐Sex Partnered HHs
182
163
Basket Ring $ per trip/Basket Ring $ per HH
$46
$50
$49
$51
$6,898
$8,651
$8,943
$8,322
Prepared for: Nielsen Diverse Intelligence Series/ State of the LGBT Consumer Source: Nielsen, 52 Weeks Ending 6/30/12
= 5 shopping trips per HH
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NOT ALL LGBT HOUSEHOLDS PURCHASE ALIKE
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The biggest opportunity to win these consumers is knowing the key categories CATEGORY
MALE SAME‐SEX PARTNERED HHS PURCHASE INDEX
CATEGORY
FEMALE SAME‐SEX PARTNERED HHS PURCHASE INDEX
Liquor/Beer/Wine
222
Cottage Cheese and Sour Cream
132 132
Men’s Toiletries
190
Pet Care
Refrigerated Meal Starters
173
Butter and Margarine
128
Coffee
173
Coffee
125
Fresheners and Deodorizers
164
Cat Food
125
Dog Food
163
Frozen Novelties
123
Oral Hygiene
156
Gum
123
Medications and Remedies
152
Yogurt
122
Pet Care
150
Paper Products
121
Yogurt
149
Frozen Baked Goods
121
Shaving Needs
147
Fresh Produce
121
Nuts
146
Vitamins
119
Vitamins
145
Flour
119
Frozen Novelties
144
Salad Dressings
119
Dairy Snacks and Spreads
141
Nuts
119
Prepared for: Nielsen Diverse Intelligence Series/ State of the LGBT Consumer Source: Nielsen, 52 Weeks Ending 6/30/12
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WHERE TO REACH THE FEMALE/FEMALE HOUSEHOLDS
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Top Large* DMA for Female/Female HHs:
• San Francisco, CA • Boston, MA • Denver, CO • Portland, OR • Seattle‐Tacoma, WA
Prepared for: Nielsen Diverse Intelligence Series/ State of the LGBT Consumer Source: Nielsen 2013 Pop‐Facts
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WHERE TO REACH THE MALE/MALE HOUSEHOLDS
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Top Large* DMA for Male/Male HHs:
• San Francisco, CA • Miami‐Ft Lauderdale, FL • San Diego , CA • Portland, OR • Washington DC
Prepared for: Nielsen Diverse Intelligence Series/ State of the LGBT Consumer Source: Nielsen 2013 Pop‐Facts
*(1MM HH+)
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Diversity does not mean deficient
