2019年广告多样性报告（英文）-Adobe-201909_20页_4mb

Diversity in Advertising Summary (Adobe Digital Insights 2019)

Core Content Overview

The document presents findings from the Adobe Diversity in Advertising Survey 2019, focusing on consumer perceptions of diversity in advertising across the United States and the United Kingdom. It highlights the relationship between diversity in advertising and consumer trust, purchasing behavior, and the effectiveness of brand representation. The survey also explores how different industries and media platforms influence these perceptions.

Key Findings in the US

Consumer Trust and Purchase Intent

• 74% of white consumers believe their race/ethnicity is represented in ads, but this figure drops for other groups.
• 38% of all US consumers are more likely to trust a brand with diverse ads.
• 40% of females are more likely to trust a brand with diverse ads.
• Nearly 1/3 of consumers (overall) are more likely to purchase from brands with diverse ads.
• Over 50% of LGBTQ+ and African American consumers are more likely to purchase from diverse brands.

Media Platforms and Diversity Perception

• Network Television is seen as the most diverse medium in advertising, despite common assumptions about social media and streaming.
• GenZ is the only generation that attributes more ad diversity to Social Networks (27%).
• Streaming Video Content is considered the most diverse by 27% of GenZ and 29% of Millennials.

Consumer Representation in Ads

• White is the most portrayed race/ethnicity in ads (59%).
• Males are the most portrayed gender (59%).
• Asian and Middle Eastern populations feel they see more ads featuring Caucasian models than their own ethnicities.

Data Sharing and Trust

• Over 50% of consumers opt-out of sharing data with brands.
• African American (62%), LGBTQ+ (59%), and Hispanic (55%) populations are more willing to share data if it leads to more diverse ads.
• 63% of African Americans and 59% of LGBTQ+ consumers are willing to provide more personal data for diverse advertising.

Impact of Inaccurate Representation

• 58% of LGBTQ+, 53% of African American, 40% of Hispanic, and 38% of Middle Eastern consumers have stopped supporting brands due to lack of representation.
• 49% of UK consumers (in the US section) have stopped supporting brands due to non/misrepresentation.

Key Findings in the UK

Consumer Trust and Purchase Intent

• 33% of UK consumers are more likely to trust a brand with diverse ads.
• 50% of LGBTQ+ consumers are more likely to trust a brand with diverse ads.
• 26% of all UK consumers are more likely to purchase from diverse brands.
• Nearly 40% of LGBTQ+ and Black consumers are more likely to purchase from diverse brands.

Media Platforms and Diversity Perception

• Free-to-air and Streaming networks are the most diverse video advertising mediums.
• GenZ attributes more diversity to Social Networks (40%) than other generations.
• Males are the most portrayed gender role (46%).

Consumer Representation in Ads

• White is the most portrayed race/ethnicity (65%).
• Males are the most portrayed gender.
• UK consumers rarely acknowledge or see ads featuring ethnically diverse creative.

Data Sharing and Trust

• Over 50% of UK consumers opt-out of sharing personal data with brands.
• Mixed Race (62%), Asian (62%), and Black (63%) are among the highest opt-out groups.
• These groups are also the most willing to share data if it leads to more diverse advertising.

Impact of Inaccurate Representation

• Almost a quarter (25%) of UK consumers have stopped supporting a brand due to lack of representation.
• This number rises significantly in specific communities:
  • Black – 46%
  • Asian – 35%
  • LGBTQ+ – 33%

Industries and Brands Seen as Diverse Advertisers

US

• Food, Healthcare, and Education industries are more effective in reaching diverse populations than Retail (which is the only industry in the top five).
• Nike is seen as the most diverse advertiser (34%), followed by Coca Cola, Google, and Apple.
• African Americans and Hispanics are more likely to associate Nike with diversity.

UK

• Retail is the most diverse industry (29%), followed by M&E (28%), Food (26%), and Healthcare (24%).
• Nike is seen as the most diverse brand (19%), followed by Apple (17%) and Tesco (16%).
• Black consumers are more likely to associate Nike with diversity.
• Asian consumers are more likely to associate Apple with diversity.
• Mixed Race consumers are more likely to associate Nike with diversity.

Conclusion and Recommendations

• Diversity in advertising builds trust and drives revenue, especially among minority groups.
• Brands must ensure that their diverse creative content is effectively targeted and delivered to reach these populations.
• Transparency and trust are essential for increasing data sharing and personalization.
• While Streaming and Social Networks are seen as diverse mediums, Network Television remains the most effective for reaching diverse audiences in the US.
• In the UK, Free-to-air and Streaming are the most diverse mediums, but representation remains skewed toward white and male demographics.
• Industries serving needs (e.g., food, healthcare) are more successful in reaching diverse audiences than industries serving wants (e.g., retail).
• Brands should focus on authentic representation and personalization to retain and engage diverse consumers.

Appendix Highlights

• US Video Subscriptions:

  • 1/3 of US consumers have no streaming services.
  • 50% have 1-2 services, 15% have 3+.
  • More subscriptions correlate with perception of streaming as a diverse medium.

• UK Video Subscriptions:

  • 42% of UK consumers have no streaming services.
  • 50% have 1-2 services, 8% have 3+.
  • Younger generations (GenZ and Millennials) are more likely to have multiple subscriptions.

Final Thoughts

The survey underscores the importance of diverse representation in advertising and how it directly influences consumer trust, engagement, and loyalty. Brands that fail to represent diverse communities risk losing support and revenue. The key to success lies in authenticity, effective targeting, and transparency, especially in the digital age where data sharing is crucial for personalized advertising.