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13 Cards in this Set
- Front
- Back
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The Nature of the Audience
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- complex groups
- diversity - international audience - ID with computer * controlled media, including internet * lists, zip codes * claritas: 62 lifestyle clusters * key: age, gender, race |
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Ethnic
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* 2008
- Angelo: 66% - Hispanic: 15% - Black: 13% - Asian: 5% - Native: 1.0% * 2050 - Anglo: 45.5% - Hispanic: 29.5% - Black: 14.5% - Asian: 9% - Native: 1.5% |
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Hispanics
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- 46 million, 2050 132 million
- 20 nations, diverse group - strong media: 2,500 US outlets * 1200 print * 1000 tv and radio * 200 internet only * 20 AP-style wire services and news syndicates * radio: listen 13% more than general population * tv: univision, telemundo * 91% access spanish tv at home * youth: strong use of internet |
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African American
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- 41 million, 66 million in 2050
- not necessarily homogeneous: hispanic/caribbean - 2.5 million $75k+, BUPPIE - urban market: trend and 40% live in 10 largest US cities - media: 175 black newspapers; BET, Johnson Publications (Ebony, Essence) |
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Asian American
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- 16 million, 2050 41 million
- of adults, 2/3 bachelor's degree, 20% master's - median household $65+ - 17 major asian groups - media highly concentrated: california has 70% of 650 asian focused tv, radio and newspapers |
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Understanding Ethnic Values
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- team understand customs and values
- respond better to culturally relevant messages - extremely loyal - use primary language - use spokespersons that represent audience - gales directory: 48 languages other than english |
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Age: Youth and Young Adults
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- generation Y (GY): born after 1980
- generation X (GX): born between 1965 and 1980 - generation Y * parent influence * trust in info from relationships * saby about unfiltered info * 15-24: $350 billion purchasing power * spend 1/3 of life on internet |
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Age: Boomers
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- born between 1946 and 1964
- 78 million, 24% of US population - $3 trillion purchasing power - 60 million are over 55 - concern about health, aging - active, socially conscious |
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Age: Seniors
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- 65 and older
- 36.3 million 65 and older; 12% of US population - avoid old stereotypes - 65-74 more discretionary income than any group - hold 70% of country's assets - 80% of commercial vacation travel - compared to average adult, 30% TV time, 25% more newspaper time - 55+ Facebook's fastest growth area |
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Senior Characteristics
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- less easily convinced
- vote in greater numbers - source of volunteer - very health-conscious |
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Women
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- make 80% of household purchase decisions
- 25-54: super consumers, new media - supermoms: 5.4% of moms, opinion leaders, WOM, bloggers - 75% of supermoms are employed outside the home - all adult women: 50% of US workforce |
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Gay/Lesbian
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- 22-30 million, 8% of population
- higher incomes, education - targeted media: out, advocate - mainstream: will and grace, brokeback mountain - integrating into advertising |
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US Religious Groups
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- Catholics: 70 million, 21%; 4th largest Catholic nation in the world
- Southern Baptist: 16 million, 5% - Methodists: 8 million, 2.5% - Jewish: 6.5 million, 2% - Muslim: 2.5 million, 0.7% - Evangelical Christian Right: hard to measure: conservative, family values, school prayer, anti-abortion - Disabled: Americans with Disabilities Act (ADA) |
