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Multicultural Young Adults in the United States 2009
Mintel, Feb 2009, Pages: 94
Through immigration, intermarriage and other trends, the U.S. population is becoming more and more diverse, making multicultural consumers an increasingly important audience for businesses and marketers to understand. Young adult consumers ages 18-34 are a particularly significant segment of the multicultural audience. During this lifestage, consumers develop brand preferences and also spend significant amounts on entertainment, furnishing first homes and building young families. This wired and empowered generational group is also far more likely to demand products and advertising that are specifically targeted at their cultures.
Accordingly, this report will draw on demographic data, survey data and industry research to discuss key issues regarding how this influential group consumes media, technology and online content, including:
- Demographics: Growth trends of racial and ethnic groups within the young adult audience will be discussed, along with geographic distribution. Household characteristics and spending power will also be analyzed
- Entertainment and media: Emerging trends and popular entertainment choices will be discussed, along with usage, behavior and attitudes amongst multicultural young adults regarding primary media channels including TV, newspapers and magazines, radio and the Web
- Technology usage: Ownership and usage profiles regarding consumer technology devices such as PCs and cell phones will be analyzed in detail, including brand preferences as well as typical applications for such devices. Attitudes towards technology will also be discussed
- Online usage: The Web is an increasingly important part of everyday life for multicultural young adults. Their behavior and preferences will be analyzed, with particular emphasis on online shopping as well as entertainment
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