Multicultural Consumer research

Understanding your multicultural audience is very important in today’s consumer marketplace.  This research might help you understand the general dynamics of these consumer groups.   As written in Advertising Age


Multicultural Consumers by the Numbers: From Shopping to Tweeting

What You Need to Know About How Various Ethnic Groups Are Growing — and Shrinking

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The makeup of the U.S. market is changing rapidly. Here’s what you need to know about how various ethnic groups are growing – and shrinking – and how they’re spending money and consuming media.

Population by Race and Hispanic Origin in the U.S.*
Over the course of the next five decades, the country will become a much different place
2014 2060
Total U.S. population (% change: 30.8%) 314.7M 416.8M
Non-Hispanic Whites 62.2% 43.6%
Hispanic or Latino origin 17.4% 28.6%
Black or African American 13.2% 14.3%
American Indian and Alaska Native 1.2% 1.3%
Asian 5.4% 9.3%
Native Hawaiian and Other Pacific Islander 0.2% 0.3%
Notes: 1. Hispanic origin is considered an ethnicity, not a race. Hispanics may be of any race.
2. The sum of the five race groups adds up to more than the total population and 100%, because individuals may report more than one race.
Source: U.S. Census Bureau, 2014 National Projections.
Change in Total Population and Population Under 18 by Race and Hispanic Origin in the U.S. from 2014 to 2060 *
For clues as to what the future holds, look no further than the next generation
Total Under 18
Total population 30.8% 11.8%
Non-Hispanic Whites -8.2% -23.4%
Black or African American 37.0% 7.5%
Asian 129.1% 86.7%
Native Hawaiian and Other Pacific Islander 66.7% 20.5%
American Indian and Alaska Native 12.5% -20.1%
Hispanic 114.8% 53.6%
Minority 94.7% 50%
Note: Minority refers to everyone except the non-Hispanic White population.
Source: U.S. Census Bureau, 2014 National Projections.
Social-Media Preferences by Race and Ethnicity
Percent of internet users who use each social-media site, by race and ethnicity
PercentageAllLatinoBlackWhiteFacebookInstagramTwitterPinterestLinked In020406080

Note: Black and white groups include only non-Hispanics. Hispanics are of any race. Pew’s study did not provide details on additional ethnic groups.
Source: Pew Research Center’s Internet Project September Combined Omnibus Survey, Sept. 11-14, 2014 and Sept. 18-21, 2014
Consumer Expenditures by Race and Ethnic Origins 2013
Share of annual average expenditures
White$52,740Source: Consumer Expenditure Survey, U.S. Bureau of Labor Statistics, September, 2014Food at home7.7%Food away from home5.1%Alcoholic beverages0.9%Housing33.1%Apparel and services3.0%Transportation17.8%Entertainment5.0%Personal care products and services1.2%Health-care7.4%Other18.8%

Interactive design by Chen Wu

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