There’s no such thing as a “magic bullet” when it comes to marketing and advertising (unless you happen to my advertising the Magic Bullet kitchen appliance). In order for marketers to create campaigns that are effective at driving traffic and sales, it’s important to know a lot about the target demographic that the marketer is trying to reach. In the past couple of months, Nielsen has released several studies that give marketers insights into the habits, likes, and financial situation of certain demographics. Using that data, we’ve compiled nine stats to help marketers reach their target audience.
Most Americans have smartphones, but interestingly, minorities are more likely to have one. According to Nielsen, 86.6% of Asian Americans own smartphones, compared to 83% for African Americans, 82.4% for Hispanics, and 74.2% for Caucasians.
Although smartphone adoption varies by race, it doesn’t seem to vary much by gender. About 77.8% of US women own smartphones, slightly ahead of the 76.3% of men who own smartphones.
Nielsen reported that there is growing niche for marketing to African Americans. This demographic has seen growing purchasing power in the past decade. More than a third (35%) of African Americans enjoy saving and investing, which is higher than the 32% of the general population who reported the same.
Similarly, about one in five (21%) of African Americans are ahead of their planned savings. Again, this is higher than the 15 percent of the general population who say they are ahead in savings.
African Americans are good audiences for health products and services. Nine out of 10 (92%) of African Americans feel it is important to live a healthy lifestyle. This results in some healthy lifestyle options. About 40% of African Americans adults under 55 run, 34% swim, and 30% bike.
Hispanic households have also see growing incomes. Nielsen reported that more than half (52%) of households headed by Hispanics born in the US earn at least $50,000 per year. Even among households headed by foreign-born hispanics 33% have incomes over $50,000 per year.
The population decline of rural America is nothing new, but it should be noted that it has continued unabated for the past 25 years. Half (50%) of Americans live in suburban communities, up from 45% in 1990. Similarly, 34% of Americans live in cities, up from 31% in 2000.
The growing power and influence of millennials has made it necessary for marketers to turn to the internet to reach consumers in situations where TV used to be the norm. For example, 25% of Americans aged 25-34 use internet and mobile apps for local news and community events.
Millennials comprise 32% of US travelers, and are the fastest-growing age segment in travel. These travellers are often using their mobile devices to look up local information and book hotel accommodations.
For more recent statistics that can help you be a better marketer, read this article with nine stats about online video and internet marketing.