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1、Cross-CulturalMarketingintheUSSummaryAnalyzingtheimpactofethnicityonattitudesanddigitalbehaviorsGWIQ320141INTRODUCTIONAsthedemographiccompositionoftheAmericanpopulationhascontinuedtoshiftandevolve,thetaskofidentifying,andsuccessfullyrespondingto,attitudinalorbehavioraldifferencesbetweenkeyethnicgrou
2、pshasbeenelevatedinimportance.ButjusthowdifferentarethedigitalprofilesofWhitenon-Hispanic,Black/African,HispanicandAsianAmericans?Wheredoeseachgroupreallystandapart,andwheredotheirbehaviorsshowlittleifanydivergencefromtheaverage?Inthefullversionofthisreport,GlobalWebIndexdrawsonitsextensivequarterly
3、datafromtheUStoofferauniquelydetailedperspectiveoncross-culturalmarketing–coveringeverythingfromactivitiesonsocialnetworksandcellphonestothewaysinwhichAmericanconsumersengagewithbrands,purchaseproductsandperceivetheirownattitudes.Inthissummaryversion,wepresentsomeofthekeyheadlinesandfigures.2NOTESON
4、METHODOLOGYEachyear,GlobalWebIndexsurveysmorethan30,000Americaninternetusersacrossfourseparatewaves.Inthisreport,wedrawondatafromourQ1andQ22014waves(whichhadsamplesizesof7,573and7,521respectively).GWIrespondentscompleteanonlinequestionnairethatusesstratifiedsamplingtechniquestoensurethattheyarerepre
5、sentativeoftheinternetpopulationaged16to64ineachcountry(withcorrectproportionsintermsofgender,ageandeducationalattainment).Ifwebreakthisdownbyself-reportedethnicbackground,eachofthegroupshasthefollowingsamplesizes:GWISampleSizeGWI%USCensusBureau%(Q1-Q22014)(Q1-Q22014)(2013estimate)White/Caucasian10,
6、99573%63%non-HispanicBlack/African1,3349%13%AmericanHispanic1,2478%17%Asian/Pacific9096%5%IslanderOther2362%2%NativeAmerican1491%1%I’drathernotsay2241%Comparingthisdatatothe2013populationestimatesfromtheUSCensusBureaushowsthatGWI’ssamplecontainsahigherpercentageofWhitenon-HispanicAmericanstogetherwi
7、thlowerpercentagesofBlack/AfricanandHispanicAmericans.ThisisadirectresultofGlobalWebIndexsurveyinginternetusersaged16-64.NotonlyisinternetusagehighestamongtheWhitenon-Hispanicdemographic,buttheHispani
