Neilsen:2015年美国多元化消费者研究报告.doc

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Neilsen:2015年美国多元化消费者研究报告.doc

Neilsen:2015年美国多元化消费者研究报告 THE MULTICULTURAL EDGE: RISING SUPER CONSUMERS DIVERSE INTELLIGENCE SERIES THE MULTICULTURAL EDGE: RISING SUPER CONSUMERS FOREWORD The Multicultural Edge: Rising Super Consumers is a fresh perspective on multicultural consumers as the emerging consumer force in America today. It builds on the previous series of groundbreaking analytic reports on the attitudes and behaviors of African-American, Asian-American and Hispanic consumers and illustrates why companies should consider multicultural consumers as the cornerstone of today’s successful marketing strategies. As the nation’s three largest multicultural groups continue their upward trajectory in both numbers and buying power, the need for a nuanced, culturally acute roadmap to the youngest and fastest-growing segment of the U.S. population has never been greater. This report shows that multicultural consumers, both individually and collectively, already represent more than their numerical share across a wide swathe of product categories. They are leading the way in digital devices and social media, which they use to celebrate and maintain their evolving cultural identities, as well as to connect with each other and the world around them. In many product categories, they are “super consumers,” as this comprehensive report will illustrate. Multicultural shoppers may be the key to the future, not just because of their numbers, youth and economic clout, but because their unprecedented influence on the attitudes and consumption habits of non-multicultural consumers is upending outdated assumptions and enlarging and expanding the multicultural market opportunity. What’s more, the way culturally diverse shoppers cluster in certain regions and metro areas is amplifying their impact within and across all consumer groups, and extending their buying patterns. Most important, marketers and advertisers who grasp and activate the multicultural edge will be poised to connect

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