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