According to research from Manning Gottlieb OMD, 44% of the UK’s young ethnic population strongly agree that they are proud to be British, compared to 33% of White British youth. The study found that while Generation Y share many common characteristics, there are a number of differences between ethnicities in terms of attitudes and behaviours that Manning Gottlieb OMD feels could be pertinent to marketers.
One of these is that, while around a third of all Gen Y put a new house or flat as their number one priority over the next 12 months, a new car is much more of a priority for the UK’s Asian and Black youth. This, says the insight team, represents an opportunity for car manufacturers to target these groups.
Other key insights were:
* Ethnic youth consume significantly more mainstream digital, print and radio than their white British counterparts: 70% of the ethnic youth population regularly read a newspaper vs 60% of white British youth
* Ethnic youth have greater daily usage of all the newer social media and digital platforms: Instagram 20% vs 9%; Google+ 21% vs 7%; Tumblr 14% vs 6% and Snapchat 13% vs 10%
* 27% of the Ethnic youth communicate with 5+ friends in an average day vs 16% of white British youth. The difference is greater for family, with 22% of the Ethnic youth communicating with 5+ family on a typical day compared with only 7% of White British youth
* 64% of th Ethnic youth group agreed that there are lots of opportunities in the UK vs 52% white British youth. This correlates with a higher appreciation for life in the UK (78% vs 69%), and a greater desire to be based here over any other location in the world (56% vs 44%) Read more
