Nielsen: Some minority groups quicker to adopt smartphones

A new survey from Nielsen finds Hispanics, Asians/Pacific Islanders, and African-Americans have above-average smartphone adoption rates.

Recent market data suggests that about three out of ten (31 percent ) of all U.S. mobile phone users now have a smartphone, but a new survey from Nielsen shows adoption rates are even higher amongst some minority groups. According to Nielsen, smartphone adoption amongst Hispanic and Asian/Pacific Islanders reached levels of 45 percent during the fourth quarter of 2010, which 33 percent of African Americans owning a smartphone during the same quarter. In comparison, only 27 percent of white Americans had a smartphone during the fourth quarter of 2010.

Nielsen smartphone OS share/ethnicity (Feb 2011)

Nielsen smartphone OS share/ethnicity (Feb 2011)

The figures for new handsets acquired during the last six months show a similar trend. Some 60 percent of Asians/Pacific Islanders who got a phone in the last six months got a smartphone, compared with 56 percent of Hispanics, 44 percent of African Americans, and 42 percent whites.

Nielsen didn’t offer much in the way of explanation for the figures, save to now that the Asian/Pacific Islander, Hispanic, and African-American populations in the U.S. “tend to skew younger.” Younger Americans have been the backbone of the mobile phonemarket for years.

Overall, Nielsen’s survey finds the three major smartphone platforms—Apple’s iOS, RIM’s BlackBerry, and Google’s Android—in a virtual dead heat for market share, with iOS having 28 percent of the market and RIM and Android each having 27 percent—although Android’s share has been climbing very quickly. (The figures echo recent findings from Canalys that found Android has claimed the top spot in phone shipments.) However, Nielsen did find that Apple’s iOS is leading amongst smartphone owners who are Asian/Pacific Islanders, with 36 percent reporting they have iPhones. Conversely, BlackBerries were favored by African-American smartphone owners, with 31 percent saying they owned a BlackBerry device.

Nielsen smartphone messages OS share gender

Nielsen smartphone messages OS share gender

Nielsen’s survey covered some 56,719 people, with 13,258 responding to questions about phone purchases in the last six months.

every child is an artist

every child is an artist

Social sites eclipse e-mail use

Social network sites such as Facebook and MySpace are now more popular than personal e-mail, finds a report.

The Nielsen survey of users’ habits found that 67% of all those going online were spending time at social network and blogging sites.

Social sites eclipse e-mail use - Facebook is grabbing more and more of web users' time.

Social sites eclipse e-mail use – Facebook is grabbing more and more of web users’ time.

Interest in the category is growing four times faster than the other top four sectors, said the report. In the UK one in every six minutes of the average web user is spent at a social site, it found.

“Social networking has become a fundamental part of the global online experience,” said John Burbank, chief executive of Nielsen Online in a statement.

“Social networking will continue to alter not just the global online landscape, but the consumer experience at large,” he said.

Nielsen measures interest in categories by the percentage of the web audience that regularly visit such sites. The latest statistics suggest that 65.1% of web users use web e-mail but 66.8% are turning up at social network sites.

This means, said Nielsen, that about one in every 11 minutes a web user is online is spent at one of the sites Nielsen counts in its “Member Communities” category which includes both blogs and social network sites.

Of these sites, Facebook has highest average time per user, found Nielsen.

The researchers also found that social networking sites are managing to reach a very broad swathe of web users. The fastest growing segment of users turning up and using social sites over the last year was among 35-49 year olds.

In particular, the report noted, almost a quarter of Facebook’s users were known to be over 50 years old.

More and more people want to get at their favourite social site and update via mobile, found Nielsen. In the UK the numbers of Britons looking at a social site via their phone was up 249%.

Source: BBC

Hispanic Consumer Shopping Behavior Insights

As National Hispanic Heritage Month is underway to recognize the impact of Hispanic culture in the United States, the Nielsen Company provides insight into the shopping behavior of Hispanic consumers, a collective buying power of nearly $1 trillion.

Hispanic Consumer Shopping Behavior Insights

Hispanic Consumer Shopping Behavior Insights

“It is critical for retailers and marketers to understand the wide range of factors driving Hispanic consumers’ shopping behavior,” said Tim Kregor, president, Nielsen Consumer Panel Services. “By understanding what Hispanic consumers are buying, where they’re buying it, how they’re buying it and why, retailers and marketers can adapt product offerings and promotions to ultimately better satisfy this rapidly growing and diverse consumer segment.”

Hispanic Consumer Shopping Behavior Insights on Brand Loyalty

Nielsen Homescan research across multiple product categories shows that as Hispanics become more acculturated, there is less evidence of brand loyalty. For example, select brand/flavors of carbonated soft drinks shows that 33 percent of English language-only/preferred Hispanics met their needs with a particular cola, while nearly 70 percent of Spanish language-preferred homes fulfilled their carbonated beverage requirements with the identical brand. Similar trends were noted for other categories, such as laundry detergent, cereal, toothpaste and beer. In this example, language serves as the primary measure of determining acculturation level, which influences Hispanic consumers’ brand loyalty and shopping habits.

“When it comes to brand loyalty and the Hispanic consumer, the key learning for marketers is understanding the importance of building a brand relationship during the initial stages of acculturation and maintaining this connection as Hispanics’ integration to American life increases,” said Kregor.

Hispanic Consumer Shopping Behavior Insights: A Touch of Home

Nielsen finds there is a preference among Hispanics to shop at stores that resonate with the sights, sounds, smells and sensibilities of their homeland. This sense of nostalgia helps create an important connection with the Hispanic consumer. Retailers can create a familiar sense of community and comfort zone for consumers through product assortment, importing specialty lines and stocking items with bilingual packaging, hiring bilingual employees, posting bilingual signage and distributing bilingual coupons.

Hispanic Consumer Shopping Behavior Insights: Shopping a Family Affair

For Hispanic consumers, shopping can be a family affair, an outing for all ages from abuelos (grandparents) to ninos (children). Retailers wanting to attract the attention of the Hispanic consumer would benefit from creating a family-friendly atmosphere, such as balloons and providing rest areas for seniors. And, while respect is a fundamental of customer relations across the board, there is a certain reverence extended to elders within the Hispanic culture that should be reflected in staff dealings with older shoppers. “This can be as simple as offering an arm to an unsteady patron navigating the aisle, or selecting hard-to-reach items for their cart.”

Hispanic Consumer Shopping Behavior Insights: Staying Connected

In addition to maintaining tight-knit family units and neighborhoods, many Hispanics make a concerted effort to keep in touch with those living in their homelands. According to Scarborough Research, a service of The Nielsen Company, Hispanics of all language preference are heavy users of phone service, 95 percent more likely than the average consumer to have spent $100 on long distance, and 18 percent more likely to have rung up a cell phone bill of $150 or more during the last month. Searching for a more favorable deal, Hispanic consumers are more likely to plan on switching cellular providers during the next year, and 11 percent more likely to use a prepaid cellular plan.

When it comes to Internet purchases, Scarborough Research finds that roughly 25 percent of Hispanic Internet users purchased airline tickets, books and clothing/accessories online in the past year, with six percent spending more than $2,500 online during that time.

Hispanic Consumer Shopping Behavior Insights: Media Views

Between 2000 and 2007, Nielsen Media Research estimates the number of Hispanic TV households expanded by one-third, from 8.7 million to 11.6 million. Concurrently, all demographic groups decreased slightly for Hispanics, except adults ages 18 and up, which increased slightly. While cable and pay cable gained popularity among Hispanic viewers, VCR ownership slipped.

TV usage habits parallel that of the average household, with Hispanic homes tuning in 58 hours and 39 seconds per week, slightly more than the 57 hours and 39 seconds of the composite finding. Hispanics scored lower on viewing per TV households as well, for every measure except children ages 2 – 11, who watched a mere one minute more than the composite result per week.
Source: Hispanic PR Wire