Different ethnicities tend to have different attitudes towards social media, which shape different usage patterns, according to new data from Nielsen and NM Incite. Marketers who are aware of these differences may want to approach consumers from various ethnic groups in different ways via social media.
Nielsen and NM Incite found that Asian-Americans are most likely to take some kind of action after seeing an ad on a social network: 26% shared an ad, 41% liked an ad, and 31% actually purchased a product. That compares to 18%, 29%, and 18%, respectively, for African-Americans; 21%, 32%, and 22% for Hispanics; and 13%, 24%, and 12% for whites.
Among Asian-Americans who made a product purchase after seeing a social media ad, 19% made a purchase over the Internet, 18% made a purchase a store, and 28% bought or obtained a coupon from an online source. These proportions compared to 14%, 10%, and 18%, respectively, for African-Americans who made a product purchase after seeing a social ad; 16%, 12%, and 19% for Hispanics who made a purchase; and 8%, 7%, and 16% for whites who made a purchase.
According to Nielsen and NM Incite, social media ads still face some formidable obstacles in terms of consumer perceptions overall. For one thing, a third of social media users surveyed said they find ads on social networks more annoying than other types of online ads -- which is saying something. On the positive side, over a quarter of social media users said they don’t mind seeing tailored ads based on information from their personal profiles.