米国の多くの地域で予防接種が受けられるようになり、消費者と企業はトンネルの先に光明を見出しつつある。「ワクチンの世間話」がビデオ会議に浸透し、企業と消費者はパンデミック後の未来について話し合い、計画を立て始めている。そして、誰が最も前へ進もうとしているかを見ると、マイノリティ・グループが先頭に立っている。
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 そして 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 復興オプティミスト. 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+.
今後 12 か月以内に、ヒスパニック系の回答者は平均的な成人の 2 倍の確率で新居を購入し、新車または中古車を購入またはリースする可能性が高いと回答しています。これらの消費者は、休暇の計画や予約（71%）、レストランでの外食（70%）、コーヒーショップやカフェの利用（69%）を最も熱望しています。広告主は、2020年第2四半期に彼らが週に18時間以上をビデオ視聴、オーディオストリーミング、ソーシャルネットワーキングに費やしているスマートフォンを使っている間、この消費者グループにリーチすることができる。
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.
規制が解除されれば、アフリカ系アメリカ人の消費者は消費する用意があることを示している。彼らは、今後1年間に車の購入またはリース、住宅の購入を計画していると答えた人がそれぞれ1.3倍、1.7倍多かった。より小さな支出規模では、アフリカ系アメリカ人の消費者は、ヘアサロンや理髪店、ネイルサロンに行くこと（72％）、レストランで外食すること（66％）、コーヒーショップやカフェに行くこと（65％）を熱望している。旅行業界にとって朗報なのは、アフリカ系アメリカ人の3分の2（64％）が飛行機を利用した旅行に興味を持っており、多文化消費者の中で最も意欲的なことだ。
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 慎重な楽観主義者たち, the messaging can be positive, but should not abandon health-safety considerations.
Many factors play into who falls into the 復興悲観論者 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+.
広告主はこのグループを否定すべきではない。むしろ、このような消費者は、より安心感を与え、健康安全プロトコルの継続的なプロモーションを必要としている可能性があることを理解すべきである。良いニュースは、これらの人々はすぐに支出する準備ができていないかもしれませんが、彼らはテレビやストリーミングを見るような社会的に距離を置いた活動をしてより多くの時間を費やしている可能性が高いということです。
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 復興悲観論者 and allow them to step into the 慎重な楽観主義者たち 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.
