Understanding Multicultural College Students

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Multicultural college students are a great sub-market to target if your brand is looking to target bold trendsetters who are unapologetic, resilient and risk-takers. The Buzz Marketing Group performed a study of multi-cultural college students to gain more insight on what they want, where they want it and when they want it. Multicultural college students are knowledgeable and attuned to the latest and buzzed about products, and want brands to understand what they are asking from them.  According to CEO and Buzz Marketing Group founder Tina Wells, “When it comes to loyalty, multicultural millennials give as much as they get. They know what they like, and aren’t shy about sharing that information with their friends and contacts.”

They are on both digital and print channels.

  • 93% download the new and must-have apps for their smartphones every month
  • 89% watch television daily
  • 87% read magazines monthly

They are eager to consume media across multiple channels.

  • TV – 81%
  • Facebook – 73%
  • Radio – 66%
  • Friends – 63%
  • Newspapers – 60%

They are extremely loyal to the brands they favor.

  • 95% consider themselves to be loyal to brands they like
  • 83% like it when brands take a public stand for or against issues they believe in
  • 78% feel like they have power as a consumer to influence big brands

They view themselves as influencers.

Ninety-five percent of multicultural college students believe that their peers view them as influential; tied to the fact that 95% said that they stick to the brands they like. Eighty percent said they introduce trends, artists, styles and brands to their friends and family before it becomes mainstream in pop culture. They also recognize their worth and power when it comes to advertisers, with 82% wishing more brands would focus their more of their advertising efforts on minorities. They also have faith in their power to influence big brands, with 78% believing they have the ability to bring to the table a strong sense of self and expect brands to recognize their uniqueness.

In a world where consumers are defining themselves instead of letting brands dictate for them, it is important to understand this powerful demographic as they have the power to start trends and influence their friends and peers to follow suit.

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