Study: African-Americans Show Greatest Brand Loyaly Among Consumers

Study: African-Americans Show Greatest Brand Loyaly Among Consumers

By TriceEdneyWire.com

 

 

 

Special to the Trice Edney News Wire from TargetMarket News   African-Americans are among the most brand-loyalconsumer segments in the country, especially when compared to Caucasianconsumers, according to the findings of NewMediaMetrics’s first 360cross-platform analysis of the two consumer segments. NewMediaMetrics, astrategic marketing optimization company, quantified the Emotional Attachmentto brands and media and found that African-Americans were more attached to mostbrands than Caucasians. This is criticallyimportant for marketers looking to increase their ROI from both marketing andmedia investments because: {{more}} – EmotionalAttachment can boost revenue – EA affects levelsof media engagement – EA affectsad-message receptivity – EA sparks positivesocial chatter – EA finds andquantifies media properties with “buying pockets” The data show thatAfrican-Americans are significantly more attached than Caucasians to thefollowing consumer brands and services: Lexus, General Motors, Google,Fidelity, Slim Fast, UPS, Tide, Pampers, Jell-O, Doritos, Dawn, Oreos, Ragu,Campbell Soups, Yoplait, Dentyne, Charmin, Bounty, Betty Crocker, Walmart, theGap, Lowe’s, Macy’s and Levi’s. Overall, bothconsumer segments, aged 18-54, were surveyed about 350 brands, and 73 percentof the brands studied garnered higher attachment among African-Americanscompared to Caucasians. “Clearly, theAfrican-American consumer is more passionate about brands than the Caucasianconsumer,” said Gary Reisman, co-founder of NewMediaMetrics. “We alsosee stronger attachment to media properties, so if marketers cross referencethe brand data to the media data, they’ll make more effective use of theirmedia spends in reaching both consumer segments.” When it comes tomedia properties, NewMediaMetrics study highlights: – On average,African-American adults are attached to 60 broadcast and cable networks at alevel of 24 percent compared to Caucasian adults, whose average attachmentlevels are at 17 percent. This measurement is significant because strongerattachment translates into 40 percent more viewership and intensity of viewing – African-Americansalso are 18 percent more attached to web site/digital properties compared to 13percent for Caucasians NewMediaMetricsco-founder Denise Larson added, “Perhaps the overall passion thatAfrican-Americans have for brands will be a ‘wake up call’ for marketers tostrategically think of their brands from the perspective of consumer diversity,especially when it comes to budget and spending priorities.”