Overview

The ethnic minorities of the UK represent a significant opportunity for mainstream brands. According to the 2001 Census, 8% of the total UK population is from non-white ethnic groups, equalling 4.8 million people. By 2011, this is projected to account for 15% of the total UK population[1]. Numerous studies have shown that ethnic audiences respond to advertising differently to their white British counterparts and those advertisers that take their specific needs into account reap the rewards in the form of increased sales, customer loyalty and ultimately greater profits.


It is anticipated that consumer spending amongst Ethnic Minority Groups (EMG’s) will increase to some £300bn[2] by 2010. The necessity to find the most effective way of communicating to these groups is paramount, the potential cost in lost revenue of falling to target these ethnic minorities is too substantial to ignore. Black and Asian consumers spend almost half as much (44%) more on clothing per month than white consumers[3]. Black and Asian consumers are also estimated to earn an income up to £156bn after tax, with young men being the biggest consumers, spending approximately £32bn every year[4].


The Polish Pound’ is also significant and should not be ignored; this represents the disposable incomes of the estimated 600,000 immigrants from Poland living in the UK and is estimated to be worth as much as £4bn a year, according to the Financial Times in 2007.

[1] Webber Shandwick’s Understanding the Multicultural Market, 2007

[2] Mintel

[3] MCC Insight Study Webber Shandwick

[4] Business and IPA

 

2001 NATIONAL CENSUS

The 2001 Census shows that EMG’s[5] represent 7.9% of the UK population, just under 4.8 million of the total.

The largest groups being:

  • Indians – 1.8% of UK population
  • Pakistanis – 1.3% of UK population
  • Black Caribbean – 1.0% of UK population
  • Black Africans – 0.8% of UK population
  • Chinese - 0.4% of UK population

[5] EMG’s – Ethnic Minority Groups

 

 

OFCOM SPECIAL REPORT ON ETHNICITY AND MEDIA, 2007

In June 2007 Ofcom published their Media Literacy Audit, which unsurprisingly, established that EMG’s under 45 are more engaged with digital media.

offcom

Amongst EMG’s whose profile is under 45 and of an ABC socio economic group aspects such as Internet take-up and mobile phone ownership were higher than any other ethnic group. They are also more likely to use media devices and be more interested in their functionality.

Comparing EMG’s and the UK population as a whole there are clear differences.

  • Overall, people from EMGs are at the forefront of digital device take-up and use; this is particularly the case of Indians and Pakistanis.
  • When watching television, most people are using another media device at the same time.
  • Compared to the UK population as a whole, EMGs are more likely to live in a household, which has the Internet and/or a mobile phone (multiple platform access).
  • In general they are more interested in the various functions or interactive features available on digital media.
  • Indians and Pakistanis claim to spend more time online than people from the Black Caribbean and Black African ethnic groups; and compared to the UK population as a whole.

for the full report, please click here.