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Which Gifting Consumer Were You Last Year?

Cheryl Pearson-McNeil, Special to The Washington Informer | 1/8/2014, 3 p.m.
We know that African-Americans are powerful consumers and that consumers across the board fall into very specific categories.
Cheryl Pearson-McNeil

The survey shows Connected Consumers, U.S. adults who own a laptop/notebook, computer, smartphone and tablet, to be more social and a bit more curious about exotic cultures (27 percent) and cuisine. Great gifts would have been coffee gift cards, as they are 66 percent more likely to visit a coffee house/bar. Fifty-four percent of this consumer group was more likely to buy a Blu-Ray player. They also have their eyes peeled for the latest restaurant ratings guide for their city.

The final category in the survey was the Status Seekers. You know – the “hostess with the most-est.” They love to entertain and are nearly three times more likely to open their homes to guests. The Status Seekers are 50 percent more likely to plan to purchase a video game system, so that’s an awesome gift choice. And, interestingly, they are 43 percent more likely to have attended an R&B/Rap/Hip Hop concert in the past 12 months.

It has been my great pleasure to bring these kinds of consumer insights to you over the last four years. No matter what consumer preference category you or those you gifted fall into, I encourage you to always choose wisely. You’ve got the power. And, don’t forget to chat with us on Twitter or Facebook, so we can keep the conversation going.

Cheryl Pearson-McNeil is senior vice president of Public Affairs and Government Relations for Nielsen. For more information and studies go to www.nielsen.com.