jclupis | Marketing Charts | Mon, 23 Mar 2015 11:00:04 +0000

Nielsen-American-Diversity-by-Generation-in-2014-Mar2015Source: Nielsen [download page]

    Notes: Fewer than half (49.2%) of children aged 9 and younger last year were non-Hispanic Whites, according to a Nielsen study that demonstrates the growing clout of multicultural consumers, who have represented 92% of the population growth in the US between 2000 and 2014. The study cites data demonstrating that multicultural consumers’ higher life expectancies and lower median ages result in significantly more years of effective buying power than their non-Hispanic White counterparts, with Hispanics in particular averaging almost 20 more years of effective buying power.

      Related: Asian and Hispanic Households Will Outspend Whites Over The Remainder of Their Lives

        About the Data: The figures are based on Nielsen Pop-Facts data covering calendar year 2014. Multicultural consumers are defined using the US Census Bureau definition, as being composed of several different race categories – Black, American Indian, Pacific Islander, Other, and Two or More Races. Hispanics of any race are also considered multicultural consumers, defined by the US Census Bureau as an ethnicity, not a race.