Multicultural consumers have led the growth in smartphone penetration, and they are adopting
smartphones at a higher rate than the U.S. average. According to Nielsen, in 2014, Asian
Americans lead the U.S. in smartphones ownership, with four out of five (78%) consumers using
them. Hispanics are ahead of the curve in adopting digital devices, including smartphones; over
three-quarters (77%) use smartphones. and about half said they plan to upgrade or replace
their mobile handset within six months. African-Americans are also pioneers of smartphone
technology with smart phone ownership at 73%
Mobile technology is changing the way multicultural Americans communicate, socialize and do
business. For many, purchasing a smartphone marked their introduction to the Internet, and
we have seen unprecedented change over the last few years in terms of their attitudes, usage,
and shopping behavior.
At New American Dimensions, we have worked with cell phone companies, telecom providers,
retailers and manufacturers to help them keep pace with this remarkable evolution in
multicultural consumer behavior, helping them to remain relevant in terms of their brand, the
platforms they use to communicate and sell, and the types of products and services they offer.
One consistent pattern we have observed is that when it comes to technology, multicultural
consumers expect – and are willing to pay for – the most recent and innovative products.
Skewing younger than the general population, they are on top of the latest products, and are
setting trends in such key areas as social media, new technology adoption, and the use of
mobile as a platform for product research, price comparison and e-commerce. Representing
about 40 percent of the millennial generation, multicultural consumers are paving the way for
others, demanding greater and greater customization and interactivity from the brands they
choose to support.
As leaders in multicultural and millennial research, New American Dimensions has conducted
scores of studies with companies with the vision and commitment to be at the forefront of the
technological curve. We have helped numerous telecommunications companies stay at the top
of their game, technology companies discover brand and product opportunities, and countless
other companies to ensure that their online brand presence and ecommerce delivery systems
are effectively connecting with multicultural consumers of all ages. Our commitment is to
partner with our clients, understand their business, and leverage our extensive experience with
multicultural consumers to help ensure their success in today’s complex and dynamic
marketplace.