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Nielsen Report Finds that Driving Connections with Multicultural Consumers is Key for Auto Industry

3 minute read | July 2020

Nielsen’s annual report helps auto marketers capture the behavior and voice of today’s car buyers

New York – July 28, 2020 – Nielsen (NYSE: NLSN) today released its Annual Auto Marketing Report, which examines how shoppers from various ethnic and racial backgrounds differ from the general car-buying population in terms of brand awareness, brand consideration and advertising recall. The study aims to help auto marketers understand how to better engage multicultural consumers.

According to the report, vehicle shoppers from multicultural groups tend to be aware of fewer brands, but ultimately consider more options on the path-to-purchase than the general population. This means that auto marketers have more opportunities to engage these audiences over time, which is critical for a COVID-19 recovery. The report’s data was collected from the Nielsen Auto Path-to-Purchase series during a pre-pandemic time period when the U.S. auto industry was already confronting growth challenges. So, while much has changed, the findings layered in with insights from the current crisis are more important than ever as the auto industry devises recovery strategies.

Multicultural consumers follow a unique and distinct path-to-purchase when it comes to buying new vehicles. Nielsen’s data found that:

“Media budgets are scrutinized even on a good day, and in the current landscape, that pressure is increased dramatically. Investing in your multicultural consumers today by communicating more effectively offers a unique opportunity for auto marketers to optimize outcomes in a challenging environment,” said Paula Skier, Vice President and Automotive Industry Lead at Nielsen. “To set the stage for success, marketers must be sensitive to the current realities and make the most out of multicultural consumers’ media preferences. By measuring the effectiveness of their campaigns, marketers can use that data to inform strategy and adjust the marketing mix along the way.”

The data in this report is based on more than 250,000 online surveys, conducted by Nielsen starting in 2012, to prospective automotive buyers in the U.S. Data for this report covers Q1 2018-Q2 2019. For more information, download the full report.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.

An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit



Sarah Muratore