First-Ever National Study on African-American Brand Habits Conducted by Vision Critical
Key findings show that African Americans rely heavily on digital media for brand information
UniWorld Group, Inc. (UWG), the longest-standing multicultural advertising agency in the U.S, and One Solution, the integrated corporate marketing arm of TV One, Radio One and Interactive One, announce their joint effort to present the first-ever national study on African-American brand habits conducted by Vision Critical. UWG and One Solution partnered on this study to leverage both companies’ specific insights into African-American buying habits and brand loyalty.
The study’s objectives discuss three main points:
1. To understand where and how African Americans get information about brands
2. To determine how African-Americans who use digital and mobile technology to engage in online conversations about brands differ from the general African-American population
3. To explore African-Americans’ usage of digital media. This will examine an African-American’s access, and their attitudes towards, the financial services sector.
“The collaboration between Uniworld and One Solution is unique and leverages the power of our collective resources beyond the traditional media – agency relationship. Together, our study accomplishes important work by deepening the knowledge about Black consumer power. To that end, we are excited about sharing the insights with advertisers who seek to grow their businesses by connecting their brands with African-American consumers.” Says Peggy Byrd, VP Integrated Marketing, One Solution.
The study reveals that African Americans rely heavily on online sources for brand information and 95% do online research, at least some of the time, before making a purchase. Smartphones are becoming an integral part of the purchase process for African Americans. Activities range from in-store price checking to redeeming e-coupons and online offers directly from their phones. The study also shows that African American men, 18-34 years of age, are most likely to engage in posting and acting on recommendations on social media sites. African American women are more likely to engage with a brand by “liking” it on Facebook—driven by special offers, discounts and coupons.
“The study uses customized proprietary research developed with research partner One Community to uncover the attitudes, behavior and needs of the consumer group,” as stated by Maurice Nicholson, Chief Strategic Officer at UniWorld Group, With a purchasing power of $2 trillion, brand loyalty is a crucial part of multicultural buying power now more than ever.
Data for this study was collected from two sources Radio One’s “One Community” panel and Vision Critical’s Springboard America panel, through e-mail invitations. One Community is one of the largest representative online panels of African-Americans with over 10,000 members. The final sample was weighted to reflect the age and gender distribution of African-Americans, 18-64, based on U.S. Census data. Data was collected from November 10 to 30, 2011, with a total sample size of 2,032.
“We developed One Community to help create and disseminate timely, quality research on the African-American population. Compared to other ethnic groups, this audience segment does not have the same volume of consumer research. We’re hoping to change that,” said Latha Sarathy, VP Insights & Analytics at Interactive One.
Together, UWG and One Solution plan to present this study at key marketing and advertising events throughout the year. The first presentation will take place on April 2 at the Public Relations Society of America’s 2012 Digital Impact Conference in New York City.
For more information on the study, contact Latha Sarathy at One Solution or visit http://www.ouronesolution.com.
About UniWorld Group, Inc.
Founded in 1969 by Byron Lewis, UniWorld Group, Inc., is the longest-standing full-service multicultural marketing agency in the United States. The agency continues to be a trendsetter, poised to connect forward-thinking brands to the $2 trillion spending power of multicultural consumers, while pushing the envelope with innovative ideas and fresh solutions for the general market as well. UniWorld Group also has a strategic alliance with WPP, one of the world’s largest communications services groups. For more information on UniWorld Group, Inc., visit www.uniworldgroup.com.
About One Solution
One Solution (OS) is the strategic and integrated marketing arm of Radio One, TV One and Interactive One. The combined media assets reach 82% of the African American audience. One Solution develops best-in-class integrated marketing programs that enable leading brands and marketers to achieve and exceed their business objectives through strategic integration, and deeper insights and connections with consumers.