35+ Multicultural Marketing Statistics You Should Know

We no longer live in a world in which multicultural marketing is simply an added bonus. Not only is multicultural marketing here to stay – it’s the new normal and any brands without a multicultural strategy will inevitably be left behind.

multicultural marketing statistics

At Refuel Agency, our mission has always been to empower brands’ multicultural marketing strategies through targeted, updated research. That’s why we’ve put together this list of the multicultural marketing statistics we think your brand should know. Let’s get started!

Hispanic Marketing Statistics

The Hispanic consumer audience is a rapidly growing and increasingly influential consumer segment in the US — with unique spending habits, media consumption behaviors, lifestyles, and worldviews. We compiled these Hispanic advertising statistics from our own research and others to understand how the Hispanic consumer thinks, what they believe, and how they behave. 

  1. The Hispanic consumer segment is 62.5 million strong, with $2.2 trillion in buying power. (U.S. Census and MRI-Simmons)
  2. 25% of Hispanic consumers speak mostly English and some Spanish, while 22% speak mostly Spanish with some English. 29% speak only Spanish, and 17% speak only English. (Refuel Hispanic Explorer Series™)
  3. Almost half (49%) of Hispanics read any Spanish-language publication. (MRI-Simmons)
  4. 26% are more likely to do so than non-Hispanics reading general market newspapers. (MRI-Simmons)
  5. Spanish-language print readers are 57% more likely to be heavy readers (9+ issues per month). (MRI-Simmons)
  6. Hispanics spend more than the national average on food, phone service, clothing/shoes. (Refuel Hispanic Explorer Series™)
  7. Quality and discounts are the two top motivators for Hispanic consumers to display brand loyalty. (Refuel Hispanic Explorer Series™)
  8. Visitors of Spanish language websites are 31% more likely to be heavy online users (25+ hours per week). (MRI-Simmons)
  9. 4 out of 5 Hispanic consumers are social media users. (MRI-Simmons)
  10. 3 out 5 Hispanic consumers are YouTube users (20% more likely than the general population). (MRI-Simmons)
  11. 62% of Hispanics pay attention to online media (12% more than the general population). (MRI-Simmons)
  12. 55% Hispanics pay attention to print media. (MRI-Simmons)
  13. Newspaper ads are the #2 ad format that attract attention from Hispanic audiences (43%). (Refuel Hispanic Explorer Series™)
  14. Email (36%), social media (36%), and mobile ads (25%) are among the top 10 in grabbing attention. (Refuel Hispanic Explorer Series™)
  15. Hispanic audiences trust Spanish-language newspapers and websites more than non-Hispanic media. (Refuel Hispanic Explorer Series™)

Read next: 3 Ways to Reach Hispanic Consumers with Out-of-Home Media

Asian Marketing Statistics

The Asian consumer audience is a rapidly growing and increasingly influential consumer segment in the US — with unique spending habits, media consumption behaviors, lifestyles, and worldviews. We compiled these Asian advertising statistics from our own research and others to understand how the Asian consumer thinks, what they believe, and how they behave. 

  1. 62% of Asian consumers read their local newspapers or magazines. (MRI-Simmons)
  2. Two-thirds are music streaming services (6% more likely than the general population). (MRI-Simmons)
  3. 95% of Asian consumers are online users with an average usage of 30 hours per week (17% more than the national average). (GfK MRI Doublebase)
  4. They are 46% more likely to be heavy users (25+ hours per week). (MRI-Simmons)
  5. 89% are social media users (11% more likely than the general population). (MRI-Simmons)
  6. 87% constantly use email (16% more likely than the general population). (MRI-Simmons)
  7. Two-thirds are YouTube users (56% more likely than the general population). (MRI-Simmons)
  8. 42% are paying attention to print ads. (MRI-Simmons)
  9. 60% pay attention to online ads (17% more likely than the general population). (MRI-Simmons)
  10. Asians are 56% more likely than the general population to trust online media. (MRI-Simmons)

Read next: 5 Things You Need to Know When Marketing to the Asian American Audience

African American Marketing Statistics

The African American consumer audience is a rapidly growing and increasingly influential consumer segment in the US—with unique spending habits, media consumption behaviors, lifestyles, and worldviews. We compiled these African American advertising statistics from our own research and others to understand how the African consumer thinks, what they believe, and how they behave. 

  1. 54% of African Americans are under 34 years old. (Nielson)
  2. They are 23% more likely to be heavy readers (9+ issues per month). (MRI-Simmons)
  3. Black Americans are also among the youngest — 28% of African Americans are under 18, compared to 23% of all Americans. (Nielson)
  4. 72% read their local newspapers or magazines (19% more likely than the general population). (MRI-Simmons)
  5. African Americans are more likely than the total population to agree that advertising provides meaningful information on most platforms, including mobile (42% higher), television (23% higher), radio (21% higher) and the Internet (18% higher). (Nielson)
  6. On average, they read approximately 15 issues per month. (MRI-Simmons)
  7. 83% are online users with an average usage of 30.1 hours per week (19% more than the national average). (MRI-Simmons)
  8. They are 20% more likely to be heavy users (25+ hours per week). (MRI-Simmons)
  9. 78% are social media users. (MRI-Simmons)
  10. Over half (54%) are YouTube users (13% more likely than the general population). (MRI-Simmons)
  11. Half are paying attention to print ads (14% more likely than the general population). (MRI-Simmons)
  12. 35% agree that “Achieving a higher social status” is very important to them. (MRI-Simmons)
  13. 57% pay attention to online ads (12% more likely than the general population). (MRI-Simmons)
  14. African Americans are 19% more likely than the general population to trust online media. (MRI-Simmons)
  15. African Americans are 17% more likely than the general population to join active duty service. (MRI-Simmons)
  16. 48% of African Americans are working full-time, while 13% are working part-time and 38% are unemployed (MRI-Simmons)
  17. 79% agree that “My cultural/ethnic heritage is an important part of who I am”. (MRI-Simmons)
  18. 97% own smartphones (11% more likely than the general population). (MRI-Simmons)
  19. 66% stream video content (14% more likely than the general population). (MRI-Simmons)
  20. They are 28% more likely to click on an advertisement on social media. (MRI-Simmons)
  21. 49% are likely to share their opinions about products and services by posting reviews and ratings online. (MRI-Simmons)
  22. Total African American video game spending is $1.7 billion. (MRI-Simmons)

Read next: The Secret to Reaching the Black Community in the US: Local Media

Are you ready to create a multicultural marketing strategy that will drive brand awareness, sales, and brand loyalty? At Refuel Agency, we’ve been crafting strategic multicultural advertising campaigns for over 35 years, and we’re invested in ensuring your campaigns make an impact. Contact us today to get your custom multicultural marketing strategy (and even more multicultural marketing statistics!).

David Mesas

As VP, Growth and Strategy at Refuel Agency, David Mesas works with agencies and brands across many industries providing media and marketing services to reach military, multicultural, and youth audiences throughout the U.S. David and his team provide brands with a 360-degree sphere of influence and engagement with these highly coveted consumer audiences. David invests in personal & professional development and enjoys coaching/mentoring others to reach their goals, while realizing their true potential. He's passionate about long distance running and high endurance sports.