Multicultural Marketing Research
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Transcript of Multicultural Marketing Research
A Portrait of the New America
March 15, 2002
Agenda
Portrait Background Communications & Culture Connectivity & Culture Conversation & Culture Community & Culture Pride Factor Analysis It’s a Small World Additional Tools
Background
On August 9, 2001, The Market Segment Group launched the most comprehensive study of its kind to help businesses understand what drives the nation’s 80 million Hispanics, African Americans and Asian Americans4,000+ interviews among U.S.
Hispanics, Blacks, Asians & Anglos
Background
Titled "Portrait of the New America" and distributed initially to the 900,000 U.S. Forbes subscribers with the January 21, 2002 issue, and to 16,000 Ad Age subscribers last month, the interviews covered the attitudes, behaviors and perspectives on life in the U.S., organized around seven themes
1. HOW MANY U.S. SUBSCRIBERS TO FORBES ARE THERE?
Phone Service at Home
Anglo HispanicAfrican
American Asian
Have a telephone and a long distance company 80 61 64 83
Have a telephone, but don't have a long distance provider 20 39 36 17
Despite their heavy phone use, many Hispanics and African Americans don’t have a long distance carrier
2. WHAT % OF HISPANICS HAVE NO LD PIC?
Have we developed fully integrated marketing plans for each segment to counter the threat posed by prepaid, wireless, DAR and Calling Centers?
LD Methods
Anglo HispanicAfrican
American Asian
Direct Dial 68 54 55 51Dial Around 17 24 12 13Pay Phone 12 8 10 10
Prepaid Card 28 47 28 44Cellular Phone 45 23 39 49
Collect 6 7 11 7Call Over the Internet 5 4 4 7
Hispanics more DAR; Hispanics & Asians more Prepaid; Hispanic and African American wireless lagging
3. WHICH GROUP USES MOST DAR & PREPAID?
How satisfied are we with our Hispanic and Asian Prepaid effort?
Trade-offs
Anglo HispanicAfrican
American AsianProvides high quality customer
service or 75 48 60 67Innovates in ways that improve
your ability to communicate in the future 25 52 40 33
That I always be able to reach loved ones in an emergency or 96 88 87 78
That I always have access to new and improved phone products and
technology 4 12 13 22
Which Is More Important when It Comes to Technology and Telephone Service While service
is the most important feature in a telephone service provider, Hispanics and African Americans also value innovation & technology.
4. WHICH GROUP MOST VALUES INNOVATION?
Marketing Communications need to reflect this
Outbound Telemarketing
Received a Telemarketing Call in a Language Other Than English
Anglo HispanicAfrican
American Asian
Yes 29 11No 61 56
5. WHAT % OF HISPANICS HAVE EVER RECEIVED AN IN-LANGUAGE OTM CALL?
What’s the effectiveness of our in-language (vs. English) OTM effort?
Brand Relationship
• More Hispanics have a “close” relationship with their telecom service provider than any other group
• Anglos report the most “negative” relationships
Brand Relationship
11.8%
27.9%
17.2%
17.3%
26.4%
23.2%
32.6%
26.6%
34.0%
27.2%
29.5%
26.6%
25.7%
10.8%
17.1%
18.7%
Anglo
Hispanic
African American
Asian
NegativeNeutralFunctionalClose
6. WHICH GROUP HAS CLOSEST RELATIONSHIP WITH TELECOM SERVICE PROVIDER?
Again, Marketing Communications need to reflect this
Brand RelationshipRelationship
TypeRelationship Anglo Hispanic
African American
Asian
Close Friend 8.3% 15.0% 10.9% 14.1%Family Member 2.1% 9.5% 4.7% 1.6%
Hero/Mentor 1.4% 0.7% 0.8% 0.0%SoulMate 0.0% 2.7% 0.8% 1.6%
Colleague 17.4% 13.7% 21.7% 12.5%Servant 9.0% 9.5% 10.9% 14.1%
Neutral Acquaintance 34.0% 27.2% 29.5% 26.6%
Stranger 22.2% 8.8% 12.4% 15.6%Enemy 3.5% 2.0% 4.7% 3.1%
Close
Functional
Negative
• Hispanics define their “closer” relationships with their telephone provider mostly as a “close friend” and many as a “family member.”
• Many Anglo relationships with their telecom providers can be described as cold.
Again, Marketing Communications need to reflect this
Technology Owned
Technology owned
Anglo HispanicAfrican
American Asian
PC 64 43 39 71Online or Internet service 67 43 39 68
Reason PC IS Used
Anglo HispanicAfrican
American Asian
Personal 44 51 53 63Business 4 3 6 0
Both 48 36 32 38
Most whites and Asians have PCs and are on the Internet.
7. WHAT IS AFRICAN AMERICAN HOME PC PENETRATION?
Does WorldNet have a home message that incorporates business?
Internet Use
African Americans are more likely to use the Internet for entertainment and less likely to use it for news.
Anglo HispanicAfrican
American Asian
E-mail 85 77 71 96Entertainment 49 52 65 57
Auctions 20 18 18 17Download music 27 32 50 52
News 47 47 35 70Job hunting 28 24 35 30
Research 60 44 59 70Chatting 29 42 35 57
Shopping 49 37 29 57Other 9 16 21 13
8. WHICH GROUP IS MOST LIKELY TO CHAT ONLINE?
WorldNet Marketing Communications should reflect this
Email Use
Have A Personal e-mail Account
87
76
8591
Anglo Hispanic AfricanAmerican
Asian
While Hispanics use e-mail, they are less likely to have a personal e-mail account.
9. WHICH GROUP IS LEAST LIKELY TO HAVE A PERSONAL EMAIL ACCOUNT?
Does WorldNet Hispanic marketing emphasize the availability of a personal email account?
Email Use
Anglos and Asians use e-mail more frequently than African Americans or Hispanics
How Often e-mail is Used
Anglo HispanicAfrican
American Asian
Daily 55 42 41 612-6/ Week 24 18 32 30
Weekly 9 13 3 9Bi-weekly 5 7 3
Monthly 1 11 3Less than monthly 3 3 18
10. WHICH GROUP USES EMAIL MOST FREQUENTLY?
Do we have Asian-targeted email campaigns?
Online Activities
Recently Done
Anglo HispanicAfrican
American Asian
Gone online at home via a PC 54 30 42 69Gone online at home via Digital TV 5 4 5 8
Gone online at work 33 18 28 43Gone online at
school/college/university 15 12 16 36Gone online at a cyber café 3 3 2 7
Gone online via a mobil phone 6 5 7 9Gone online elsewhere 11 9 13 21
Sent emails 34 25 31 62Used a mobile/cellular phone 33 31 39 54
Bought goods or services online 28 15 18 40Never used the Internet 25 44 27 6
11. WHICH GROUP IS MOST LIKELY TO HAVE GONE ONLINE VIA A MOBIL PHONE?
Important for offer development as well as Marketing Communications
Surfing
Asians prefer to surf in English whereas a third of Hispanics prefer to do so in Spanish.
Language of Preference When Surfing the Internet
10063
100
374
96
Anglo Hispanic AfricanAmerican
Asian
English Native Language
12. WHAT % OF HISPANICS PREFER TO SURF IN SPANISH?
Is AT&T’s Spanish-language web presence adequate?
Banner Ads
Anglo HispanicAfrican
American Asian
None 49 55 53 44One to three 31 19 27 52
Four to five 5 10 4More than five 12 8 18
Mean 1.6 1.4 1.6 1.2
Number of Banner Ads Clicked On in a Month
13. WHICH GROUP IS MOST LIKELY TO CLICK ON BANNER ADS?
How effective have banner ads been for us? How do we know?
Online Shopping
Feel Safe Using Credit Cards for Online Shopping
3121
15
35
Anglo Hispanic AfricanAmerican
Asian
Hispanic and African American consumers do not feel as safe using their credit cards online for shopping
14. WHICH GROUP FEELS LEAST SAFE USING CREDIT CARDS ONLINE?
Do we have a complete e-commerce plan for the ethnic segments?
Internet Importance
Anglo HispanicAfrican
American Asian
Price 36 27 41 21Speed 26 20 21 35
Reliability 34 40 27 35
Importance With Regard to Internet Connection
Hispanic users are more concerned with connection reliability.
15. WHAT’S MOST IMPORTANT TO HISPANICS WITH REGARD TO INTERNET SERVICE: PRICE, SPEED OR
RELIABILITY OF CONNECTION?
Again, Marketing Communications need to reflect this
Future Purchases16. WHICH GROUP IS MOST LIKELY TO BUY A PC IN
THE NEXT 6 MONTHS?
Likelihood of Getting Internet Access in Next Six Months
57 46 39
4142 54 36
46
Anglo Hispanic AfricanAmerican
Asian
Likely Unlikely
Likelihood of Buying A PC in Next Six Months
2035 39
75 56 52 60
40
Anglo Hispanic AfricanAmerican
Asian
Likely Unlikely
Are our resources aligned with the opportunity?
Broadband Awareness
17. WHICH GROUP HAS THE LOWEST AWARENESS OF BROADBAND?
Hispanics have the least awareness of broadband.
Ever Heard of Broadband
51
1935
53
Anglo Hispanic AfricanAmerican
Asian
The Broadband team has some work to do
Brand Relationship
18. WHICH GROUP HAS THE CLOSEST RELATIONSHIP WITH THEIR ISP?
Close
Functional
Neutral
Negative
Brand Relationship Distribution (ISP)
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Anglo
Hispanic
Afr Am
Asian More Asians report “close” relationships with their ISP. A higher concentration of them defined the relationship as a “close friend.”
Do we have a fully integrated marketing plan for Asian WorldNet?
Brand Relationship19. WHICH GROUP RELATES TO THEIR ISP AS A
FAMILY MEMBER?
• Hispanics and African American’s tend to relate to brands as “family members.”
• Anglo’s and African Americans view ISPs more negatively than Hispanics or Asians.
Relationship Type Relationship Anglo HispanicAfrican
AmericanAsian
Close Friend 19.3% 22.1% 19.0% 41.3%Family Member 2.3% 7.8% 7.6% 2.2%
Hero/Mentor 0.0% 1.3% 1.0% 4.3%SoulMate 2.3% 2.6% 3.8% 4.3%
Colleague 15.9% 11.7% 13.3% 13.0%Servant 13.6% 9.1% 16.2% 19.6%
Neutral Acquaintance 27.3% 27.3% 11.4% 8.7%
Stranger 8.0% 3.9% 8.6% 0.0%Enemy 4.5% 1.3% 3.8% 0.0%
Close
Functional
Negative
Again, Marketing Communications need to reflect this
Language Spoken at Home
20. WHAT % OF HISPANICS SPEAK SPANISH PRIMARILY, OR SPANISH & ENGLISH EQUALLY AT
HOME?
Language Spoken in Household Among Hispanics
3026 24
128
SpanishPrimarily
PrimarilySpanish
With SomeEnglish
BothSpanish and
EnglishEqually
PrimarilyEnglish with
SomeSpanish
EnglishExclusively
Eight in ten Hispanics are dependent on their native language
What proportion of your Hispanic marketing material is in-language?
In-language Media Consumption
21. WHAT IS THE AVERAGE # OF SPANISH-LANGUAGE TV HOURS/WEEK CONSUMED BY US
HISPANICS?
Correlation coefficient is .73.
Relationship Between Years in the US and the No. of Hours Watching Spanish TV
0
10
20
30
40
0 2 4 6 8Years in US
Hrs
. Wat
chin
g S
p. T
V
Years in the US
Weekly Hrs ofSpanish TV
Mean = 10 hours
Does our Spanish-language TV advertising reflect this level of tenure in the US?
Attitudes Toward Language
22. IS TEACHING CHILDREN TO SPEAK IN NATIVE LANGUAGE MORE IMPORTANT TO HISPANICS OR
ASIANS?
Anglo HispanicAfrican
American Asian
Bilingual Education System 53 87 80 70Bilingual Signs in Public 47 88 75 61
Teach Children to Read and Write in English 93 96 93 82Teach Children to Speak English 97 96 89 91
Teach Children to Read and Write in Native Language 88 58Teach Children to Speak in Native Language 89 61
Importance of – Percent Top 2 Box
In-language communications likely to remain important over time
Attitudes Toward Ethnicity
23. WHICH GROUP, HISPANICS OR ASIANS, IS MORE LIKELY TO SELF IDENTIFY AS “ETHNICITY,
NOT AMERICAN?”
Ethnic Self-Identification
Anglo HispanicAfrican
American Asian
American, not Ethnicity 2 3American First, Ethnicity Second 11 15
Ethnicity and American Equally 36 46Ethnicity First and American Second 28 15
Ethnicity, Not American 25 12
The lion’s share of Hispanics and Asians still place their ethnicity equal to or ahead of their self-description as Americans
Again, Marketing Communications need to reflect this
Attitudes Toward Ethnicity
24. APP. WHAT % OF ETHNIC AMERICANS BELIEVE THAT THERE SHOULD BE ADVERTISING TARGETING
THEM?
Agree With – Percent Top 2 Box
Anglo HispanicAfrican
American Asian
I Am Proud of My Ethnic Heritage 98 96 94It is Important For Immigrants to Learn to Speak English 94 93 97
I believe Parents Should Pass On Ethnic Traditions 89 86 91I Feel the Need to Susutain Ethnic Tradions and Symbols 89 75 91
Religion Is Very Important In My Life 81 85 70I Prefer Ethnic Role Models For My Children 66 66 55
It Is Important to Be Accepted By Other Ethnicities 62 59 70It Is Important to Prepare to Adopt an American Way of Life 70 70 73
There Should Be Advertising Directed Specifically to Hispanic, African American, and Asian Consumers 60 63 58
This last point is an important piece of the business case
Attitudes Toward Ethnicity
25. WHICH IS MORE IMPORTANT FOR AFRICAN AMERICANS & ASIANS TO PRESERVE, “RESPECT
FOR ELDERS” OR “COMMITMENT TO FAMILY”
Aspects of Ethnicity Important to Preserve – Percent Top 2 Box
Anglo HispanicAfrican
American Asian
Language 17 8 27Respect For Elders 30 38 33
Commitment to Family 40 19 30Religion 11 24
Music/Songs 3Foods 2 6
Holidays 1 3
Again, Marketing Communications need to reflect this
Issues Facing Community
26. WHICH GROUP WORRIES THE MOST ABOUT CRIME?
Important Issues Facing Community• Hispanics are more concerned than other segments about drugs in the community
• Asians worry more than others about crime
Anglo HispanicAfrican
American Asian
Education 56 53 52 53Drugs 10 20 12 9AIDS 2 1 9 3
Child abuse 6 9 6 3Health care 4 5 6 9
Care for the elderly 7 2 3Alcoholism 3 2
Crime 8 5 7 15Gang violence 3 6 5 3
This is relevant for philanthropy and Community Relations
Confidence in the Government27. WHICH GROUP HAS THE LEAST CONFIDENCE IN
GOVERNMENT & THE JUDICIAL SYSTEM?Confidence In Government - Top 2 Box
38
65
48
50
Anglo
Hispanic
AfricanAmerican
Asian
Confidence In Judicial System - Top 2 Box
36
60
40
44
Anglo
Hispanic
AfricanAmerican
Asian
Confidence In Police/Law Enforcement - Top 2 Box
57
60
29
41
Anglo
Hispanic
AfricanAmerican
Asian
Governmental Agencies Violate Privacy Rights - Top 2 Box
40
29
47
38
Anglo
Hispanic
AfricanAmerican
Asian
• Hispanics have overwhelmingly more confidence in the government and its branches
• Anglos have the least confidence
This is important for Hispanic community/guerilla marketing initiatives
Immigration28. WHICH GROUP IS MOST INCLINED TO BELIEVE THAT MOST IMMIGRANTS ARE COMING TO THE US
ILLEGALLY?How Are Immigrants Coming to the US
Should Government Change the Law to Reduce Legal Immigration - Percent
Saying Yes
37
39
41
44
Anglo
Hispanic
AfricanAmerican
Asian
Should Government Change the Law to Reduce Illegal Immigration - Percent
Saying Yes
75
62
70
59
Anglo
Hispanic
African American
Asian
Anglo HispanicAfrican
American AsianLegally 38 18 34 35Illegally 56 79 57 50
Hispanics are more inclined to perceive immigration as “illegal”
Be careful with stereotypes
Immigration29. WHICH GROUP IS MOST CONCERNED ABOUT
ILLEGAL IMMIGRATION?
How Important Is It For Federal Government Crack Down on Illegal Aliens
Anglo HispanicAfrican
American Asian
Important 56 52 63 56Unimportant 30 33 23 15
Anglo HispanicAfrican
American Asian
Very 21 26 27 24Somewhat 50 18 47 38
Not at all 31 53 26 32
Concerned About Illegal Aliens
Anglo HispanicAfrican
American Asian
Keep doors open to immigration 64 69 61 62Strictly limit immigration 33 27 37 27
Don't know 3 4 2 12
The Government Should
African Americans are more concerned with illegal immigration and are more prone to want a call to action
Be careful with stereotypes
Growth
+ 460 Births
- 250 Deaths
+ 100 Immigrants
= 310 More People
Growth
2.7 MillionNew Americans
Every Year
2.7 MillionNew Americans
Every Year
How is America Changing?
1990 2000 2020 2050
HispanicAsianAfr. Am.Anglo
53%
47%
Welcome to the New America
1960s 1970s 1980s 1990s
All Other Places
Latin America
Asia
Europe
Where do Hispanics live and work?
Where do African Americans live and work?
Where do Asians live and work?
Leisure Time30. WHICH GROUP IS MOST LIKELY TO READ FOR
PLEASURE?
Anglo HispanicAfrican
American Asian
Cooking for pleasure 61 51 66 50Going to gym/health club 30 43 38 32
Hunting or fishing 30 32 27 21Reading for pleasure 82 65 73 68
Hanging out with friends 84 76 71 62Collecting collectibles 41 39 35 18
Attending sports events 48 49 52 47Doing home improvement projects 71 69 63 29
Playing cards 66 32 57 35Camping or hiking 52 37 22 24
Gambling 16 15 15 12Bowling 27 22 41 41
Taking pleasure trips 71 62 65 68Playing team sports 23 41 36 42
Eating out at restaurants 86 79 76 74Watching TV 90 84 83 74
Going to the beach or lake 69 75 51 53Going to museums, concerts, or theatre 72 55 72 56
Jogging, running, biking 44 54 41 50Playing home video games 21 25 38 35
Playing tannis, golf, skiing, or swimming 51 32 27 50Going shopping 65 82 78 71Going to parties 57 71 58 56
This is important for MarComm, as well as for reward program development
Pride Factor Analysis
Heritage Your religionYour nationalityYour political allegiance
Work & Skills The sort of job you doThe company you work forThe amount you earnYour special skills and knowledge
Image & Possessions Your Physical appearanceThe sort of clothes you wearYour furniture & household possessionsYour carYour social class
Active Leisure Your hobbies or interestsDifferent places in world visited
Nesting Your familyYour homeThe people you knowYour neighborhoodYour health & fitness
5 PRIDE FACTORS
Pride Factor AnalysisANGLOS ARE NOT PARTICULARLY PROUD OF ANY ONE ASPECT OF THEIR LIVES
Total
Anglos Adults0.50
0.30
0.10
Heritage
Work/Skills
My World/Nesting
Active Leisure
Image/Possessions
-0.10
-0.30
-0.50
Pride Factor AnalysisHISPANICS TAKE EXTRAORDINARY PRIDE IN THEIR HERITAGE, & IMAGE/ POSSESSIONS
0.50
0.30
0.10
Heritage
Work/Skills
My World/Nesting
Active Leisure
Image/Possessions
-0.10
-0.30
-0.50
Total
Hispanic Adults
Support Hispanic programs with image enhancement language
Pride Factor AnalysisAFRICAN AMERICANS TAKE GREAT PRIDE IN THEIR HERITAGE, & THEIR IMAGE/POSSESSIONS
0.50
0.30
0.10
Heritage
Work/Skills
My World/Nesting
Active Leisure
Image/Possessions
-0.10
-0.30
-0.50
Total
Afr. Am. Adults
Support African American programs with image enhancement language
Pride Factor AnalysisMY WORLD/NESTING IS NOT PARTICULARLY RELEVANT TO ASIANS
Total
Asian Adults0.50
0.30
0.10
Heritage
Work/Skills
My World/Nesting
Active Leisure
Image/Possessions
-0.10
-0.30
-0.50
For Asian programs, focus on product functionality rather than psychographic benefits
Pride Factor Analysis: Summary
Asian
0.50
0.30
0.10
Heritage
Work/Skills
My World/Nesting
Active Leisure
Image/Possessions
-0.10
-0.30
-0.50
Total
Hispanic
Afr. Am.
It’s a Small World
WHAT IF IT WERE A SMALL WORLD AFTER ALL?
If you took the world’s population and reduced it to 100 people, there would be:
57 Asians
21 Europeans
14 North & South Americans
8 Africans
It’s a Small World
70 people would be non-Christian
30 people would be Christian
It’s a Small World
50% of the entire world’s wealth would be in the hands of only 6 people
These 6 would all be citizens of the United States
It’s a Small World
70 people would be unable to read
50 people would suffer from malnutrition
80 people would live in sub-standard housing
Only 1 person would have a university education