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.
   14   15   16   17   18   19   20   21   22   23   24