Page 19 - The Case For Change
P. 19
18 THE CASE FOR CHANGE
Any Stock Acquired or Added; Small Business Loan Acquired; Sport/Recreation Equipment
Bought; Sports Drinks/Thirst Quenchers; Standard Car; Student Loans; Theme Parks Visited;
Vans; Video Games; Vitamin and Dietary Supplements; Women’s Clothing Bought.
Furthermore, the following highlights were discovered:
• 100 percent of the growth in compact cars, minivans, and midsize SUVs came from
African-American consumers.
• 100 percent of the growth in personal student loans and 61 percent of new investors in
stock came from Asian consumers.
• 93 percent of the growth in home improvement, 76 percent of the growth in small
business, 73 percent of the growth in cellular/mobile phones/smartphones bought, and
79 percent of luxury car purchase growth came from Hispanic consumers.
A. THE OVER-INDEX INDEX
Multicultural segments over-index White Non-Hispanic consumers in their purchases in the
following top 5 categories:
Source: GfK MRI Survey of the American Consumer 2017 doublebase
As has been stated across this report, Multicultural consumers over-index in spending across
many industries, but in different ways across the three main Multicultural components.
• Hispanics over-index on food and groceries, clothing, auto insurance, and wireless
services.