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1、Neilsen:2015年美国多元化消费者研究报告THEMULTICULTURALEDGE:RISINGSUPERCONSUMERSDIVERSEINTELLIGENCESERIESTHEMULTICULTURALEDGE:RISINGSUPERCONSUMERSFOREWORDTheMulticulturalEdge:RisingSuperConsumersisafreshperspectiveonmulticulturalconsumersastheemergingconsumerforceinAmericatoday.Itbuildsonthe
2、previousseriesofgroundbreakinganalyticreportsontheattitudesandbehaviorsofAfrican-American,Asian-AmericanandHispanicconsumersandillustrateswhycompaniesshouldconsidermulticulturalconsumersasthecornerstoneoftoday’ssuccessfulmarketingstrategies.Asthenation’sthreelargestmulticultura
3、lgroupscontinuetheirupwardtrajectoryinbothnumbersandbuyingpower,theneedforanuanced,culturallyacuteroadmaptotheyoungestandfastest-growingsegmentoftheU.S.populationhasneverbeengreater.Thisreportshowsthatmulticulturalconsumers,bothindividuallyandcollectively,alreadyrepresentmoreth
4、antheirnumericalshareacrossawideswatheofproductcategories.Theyareleadingthewayindigitaldevicesandsocialmedia,whichtheyusetocelebrateandmaintaintheirevolvingculturalidentities,aswellastoconnectwitheachotherandtheworldaroundthem.Inmanyproductcategories,theyare“superconsumers,”ast
5、hiscomprehensivereportwillillustrate.Multiculturalshoppersmaybethekeytothefuture,notjustbecauseoftheirnumbers,youthandeconomicclout,butbecausetheirunprecedentedinfluenceontheattitudesandconsumptionhabitsofnon-multiculturalconsumersisupendingoutdatedassumptionsandenlargingandexp
6、andingthemulticulturalmarketopportunity.What’smore,thewayculturallydiverseshoppersclusterincertainregionsandmetroareasisamplifyingtheirimpactwithinandacrossallconsumergroups,andextendingtheirbuyingpatterns.Mostimportant,marketersandadvertiserswhograspandactivatethemulticultural
7、edgewillbepoisedtoconnectwithrisingsuperconsumersandthriveinanincreasinglymulticulturalmainstream.Yourstruly,2MónicaGilSVPandGeneralManagerMulticulturalGrowthandStrategySaulRosenbergChiefContentOfficerCopyright??2015TheNielsenCompanyEXECUTIVESUMMARYMulticulturalconsumersaretran
8、sformingtheU.S.mainstream.Propelledbythetwinenginesofp