더 많은 미국인들이 백신 접종을 받을 수 있게 되면서 소비자와 기업들은 터널 끝에서 빛을 보고 있습니다. '백신 스몰 토크'가 화상 회의에 침투하고 있으며, 기업과 소비자는 팬데믹 이후의 미래에 대해 이야기하고 계획하기 시작했습니다. 그리고 누가 가장 앞으로 나아가고자 하는지를 살펴보면 소수 집단이 주도하고 있습니다.
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 그리고 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 복구 낙관론자. 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+.
히스패닉 응답자들은 향후 12개월 내에 일반 성인보다 새 집을 구입할 가능성이 2배 더 높고, 신차 또는 중고차를 구입하거나 리스할 가능성이 더 높다고 답했습니다. 이러한 소비자들은 휴가를 계획하거나 예약하고(71%), 레스토랑에서 외식하고(70%), 커피숍/카페를 방문(69%)하는 데 가장 열성적입니다. 광고주는 2020년 2분기에 주당 18시간 이상 동영상, 스트리밍 오디오, 소셜 네트워킹을 시청하는 스마트폰을 통해 이 소비자 그룹에 도달할 수 있습니다.
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.
제한 조치가 해제되면 아프리카계 미국인 소비자들은 소비를 할 준비가 되어 있다고 밝혔습니다. 이들은 내년에 자동차를 구매 또는 리스하거나 주택을 구입할 계획이 있다고 답한 비율이 각각 1.3배, 1.7배 더 높았습니다. 지출 규모는 작지만, 아프리카계 미국인 소비자들은 미용실이나 네일숍(72%), 레스토랑(66%), 커피숍과 카페(65%)에 가고 싶어하는 것으로 나타났습니다. 여행 업계에 희소식은 아프리카계 미국인의 3분의 2(64%)가 비행기를 이용한 여행에 관심이 있어 모든 다문화 소비자 중 가장 많은 여행 의향을 보인다는 점입니다.
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 신중한 낙관주의자, 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+.
광고주는 이 그룹을 무시해서는 안 됩니다. 대신, 이러한 소비자에게는 더 많은 안심과 건강 안전 프로토콜에 대한 지속적인 홍보가 필요할 수 있다는 점을 이해해야 합니다. 좋은 소식은 이러한 소비자들이 당장 소비할 준비가 되어 있지는 않지만, 텔레비전 시청이나 스트리밍과 같은 사회적 거리두기 활동을 하는 데 더 많은 시간을 할애할 가능성이 높다는 것입니다.
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 신중한 낙관주의자 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.
