Multicultural shoppers make up 38% of US population

Ethnic American shoppers, which number 120 million and comprise 38 percent of the population, are the fastest-growing consumer group in the United States. According to a Nielsen study, this "multicultural" population segment outpaces non-multiculturals in technology, specifically in the areas of smartphone usage—82 percent versus 70 percent—mobile app duration, and the number of apps used. For marketers, advertisers and retailers, there is a real opportunity to align brands with this quickly expanding, tech-savvy group of shoppers. Story

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.