Top TRENDS That Shaped Multicultural Marketing in 2017 [REPORT]

ThinkNow Research released 2017 Total Market Trends Year End Review, identifying the trends that shaped multicultural marketing this year. The report includes a review of multicultural research studies issued by ThinkNow Research from consumer sentiment to consumer electronics purchasing habits to media consumption preferences. The top marketing trends include the following:

Technology Early Adopters Are Multicultural

Technology and consumer electronics ranked highest on the list of planned major purchases for 2017, ranking highest among Hispanics and African-Americans. Additionally, African-Americans (21 percent) and Asian (23 percent) consumers are most likely to own a voice-controlled speaker product such as Google Home or Amazon’s Alexa.

Streaming Services Grow But Live TV Survives

U.S. Hispanics are frontrunners in digital media consumption from mobile phone usage to streaming services such as Netflix. Hispanics top the list of Netflix adoption at 61 percent significantly higher than Asians at 49 percent and African-Americans at 55 percent. Almost three-quarters (73 percent) of African-Americans prefer to watch live TV.  

Consumer Spending Shifts Online

Mobile shopping among the Total Market, especially Hispanic consumers, has changed the dynamic of the shopping experience. Sixty-two percent of Hispanics plan to make holiday shopping purchases using their smartphones this year. That’s significantly higher than 50 percent of Total Market average and 46 percent of non-Hispanic White online shoppers.

ThinkNow Research 2018 Marketing Predictions

Content start-ups will disrupt the media landscape. Brands are turning to dedicated content studios to create digital entertainment for cross-cultural audiences. These options infuse a Latino point of view with mainstream entertainment to create a synergistic community.

Cultural consultants will reduce cultural uncertainty. Digital content providers are listening to their audiences and creating content that reflects the cultural nuances of each demographic. Cultural consultants bridge the gap between brands and audiences as scripts are written for viewers who desire to identify with the characters on screen.

Multiculturalism and diversity become strategy. Brands that weave multiculturalism and diversity into their growth strategies will earn a competitive advantage in the marketplace. A brand’s commitment to diversity and cross-cultural representation will play out in the content it produces, people it employs, and partners they work with to tell their story.

To download report, CLICK HERE.

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