Man mano che un numero maggiore di persone negli Stati Uniti diventa idoneo per le vaccinazioni, i consumatori e le aziende vedono la luce alla fine del tunnel. Le "chiacchiere sui vaccini" si stanno infiltrando nelle videoconferenze e le aziende e i consumatori stanno iniziando a parlare e a pianificare un futuro post-pandemia. E se guardiamo a chi è più desideroso di andare avanti, i gruppi di minoranza sono in testa.
Early on in the pandemic, we saw how COVID-19 impacted different communities and industries unequally. As more states reopen and people resume “normal” activities, it’s clear that these communities and industries will bounce back at different tempos. Using data from the latest Nielsen Total Audience Report: Advertising Across Today’s Media, we’ve identified three primary consumer recovery groups: Recovery Optimists, Cautious Optimists e Recovery Pessimists. While consumers who identify with these categories may change as the vaccine rollout progresses, age, gender and ethnicity are a few of the factors advertisers can consider when looking at who’s most optimistic and eager to spend.
Despite research from the CDC showing that Black, African Americans and Hispanic or Latino persons are two to three times more at risk of COVID-related hospitalizations and death than their White, non-Hispanic counterparts, these consumers are among the most optimistic and eager to spend.
Based on the results from a recent Nielsen survey, Hispanic consumers are more likely to be Ottimisti del recupero. During COVID-19, these respondents reported that they were moderately impacted by COVID-related restrictions, with 44% saying they were able to save more compared with 39% of all adults 18+. Over half (53%) said they were able to make “major” purchases ($500+) during the pandemic compared with 43% of adults 18+.
Nei prossimi 12 mesi, gli intervistati ispanici dichiarano di avere due volte più probabilità di acquistare una nuova casa rispetto alla media degli adulti e di comprare o prendere in leasing un veicolo nuovo o usato. Questi consumatori sono più desiderosi di pianificare o prenotare una vacanza (71%), cenare fuori al ristorante (70%) e visitare caffetterie/bar (69%). Gli inserzionisti possono raggiungere questo gruppo di consumatori mentre si trovano sul loro smartphone, dove hanno trascorso più di 18 ore alla settimana guardando video, ascoltando audio in streaming e facendo social networking nel secondo trimestre del 2020.
Black consumers are more likely to be Cautious Optimists, because a larger percentage reported believing it’ll take longer to recover and have been more hesitant to make larger purchases during the past year. Black respondents indicated they were moderately impacted by COVID-related restrictions, with 52% saying they were able to save more income. Yet nearly six-in-10 indicated that they did not make a “major” ($500+) purchase in 2020, which is more than any other multicultural consumer group.
Una volta abolite le restrizioni, i consumatori afroamericani hanno dichiarato di essere pronti a spendere. Hanno dichiarato di avere rispettivamente 1,3 volte e 1,7 volte in più la probabilità di acquistare o prendere in leasing un'auto o di comprare una casa nel prossimo anno. Su una scala di spesa più ridotta, i consumatori afroamericani sono desiderosi di andare dal parrucchiere o dal salone per le unghie (72%), di cenare fuori al ristorante (66%) e di visitare caffetterie e bar (65%). Una buona notizia per il settore dei viaggi: due terzi (64%) degli afroamericani sono interessati a viaggiare in aereo, il che li rende i più disposti di tutti i consumatori multiculturali.
Advertisers looking to engage with Black consumers should keep in mind the social activism and diversity pledges made over the last year, as well as how that translates into the omnichannel experience, which is especially relevant to this consumer group that over-indexes on time spent across TV, the computer and smartphones. For Ottimisti cauti, the messaging can be positive, but should not abandon health-safety considerations.
Many factors play into who falls into the Recovery Pessimists category, including confidence in vaccine information, protocol and ease of access. These individuals are more likely to have been significantly or severely impacted by the pandemic financially and could belong to more at-risk communities, are caretakers, or are managing additional burdens due to the pandemic. This includes women, who are more likely to be caretakers and take on household responsibilities as well as people who are 50+.
I pubblicitari non dovrebbero ignorare questo gruppo. Al contrario, dovrebbero capire che questi consumatori potrebbero aver bisogno di maggiori rassicurazioni e di una promozione continua dei protocolli di sicurezza sanitaria. La buona notizia è che, sebbene questi individui non siano pronti a spendere immediatamente, probabilmente passano più tempo a svolgere attività socialmente distanti come guardare la televisione e lo streaming.
It’s important to note that these consumer groups are not static. The enhanced rollout of the vaccine program, successful re-opening of schools and sustained falling COVID-19 cases could improve the overall optimism of Recovery Pessimists and allow them to step into the Ottimisti cauti category. While set-backs and re-closures may downgrade consumer optimism.
For additional insights download the latest Nielsen Total Audience Report: Advertising Across Today’s Media or see past reports and trends on our Nielsen Total Audience Report Hub.
